Puma x F1 – Las Vegas

Accessible, High-Fidelity Racing Inside Retail

In partnership with Puma, Exsim delivered a fully immersive motorsport experience inside their flagship concept store in Las Vegas. The installation features five high-fidelity racing simulators, each designed to elevate retail engagement using cutting-edge experiential technology.

To ensure full inclusivity, Exsim engineered a custom accessibility solution that replicates the motion simulator experience for guests with disabilities — widening access to immersive racing in a retail environment for the first time.

Powered by Exsim’s proprietary Race Control System (RCS), the simulators operate entirely self-service, with automated user onboarding, data capture, and experience management. Each station also runs as a self-contained activation, while maintaining a cohesive branded experience throughout the store.