Gulf Air is turning its golden falcon into a fan haven at Sepang F1

Gulf Air has landed in Malaysia with a new fan experience at Sepang International Circuit, creating a geodesic dome dubbed "The Falcon's Nest" as part of the F1 Fanzone from 2 to 4 October.

Designed by Malaysian strategy-led agency Wofollow with event agency partner Unfold Event, the activation gives fans a place to escape Sepang's heat, recharge their devices and catch the race between sessions.

The concept takes its cue from Gulf Air's golden falcon, the airline's symbol since 1950. The idea: every falcon has to land somewhere, and the Nest is that landing point. Its triangulated frame is designed to resemble interlaced branches and glows gold at dusk, making the structure visible across the Fanzone.

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Inside, the experience is built around three words: "charge", "connect" and "explore".

"Charge" comes to life through charging pillars equipped with universal and USB sockets, allowing fans to top up their phones before heading back to the track.

"Connect" centres on human connection, with concierge staff on hand alongside bean bags and a large-format LED screen streaming the race live.

"Explore" introduces fans to Gulf Air through its ambassadors and the LED screen, while also promoting its new direct Bahrain to Kuala Lumpur route, which launched on 29 September. The space also features a photobooth and limited-edition Gulf Air merchandise available for purchase.

Gary Boon, co-founder and creative director of Wofollow, said the activation came together under a compressed timeline following the decision to move the Gulf Air Bahrain Grand Prix to Sepang.

"It was a real race against the clock. The move to Sepang surprised everyone, so the timeline was far tighter than a typical F1 activation," he told A+M. 

Boon added that close collaboration between Gulf Air and Wofollow allowed the teams to move quickly despite working across a five-hour time difference.

"When the heat hits Sepang, every fan is looking for the same thing: shade, a seat and a charging point. We designed the Falcon's Nest to be the chillest space in the Fanzone."

The concept was also intended to give Gulf Air a physical expression of its arrival in the Malaysian market. "A nest is where a long flight ends. For Gulf Air's first home in Malaysia, we wanted fans to feel they'd landed somewhere that genuinely welcomed them, not walked past another branded booth," he explained. 

The activation comes as Formula 1 returns to Sepang International Circuit for the first time since 2017, with the Bahrain Grand Prix relocated to Malaysia this year. Gulf Air, the national carrier of Bahrain, is title sponsor of the race, which will run under the name Formula 1 Gulf Air Bahrain Grand Prix in Malaysia 2026.  

The KitKat campaign featured a nationwide roadshow and online contest, while PepsiCo’s Sting brought its campaign to life with an activation featuring race-themed activities and exclusive merchandise for fans to take home.

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