Polar's Third Year at MIDO Eyewear with the F1 Simulator

Here we go again! For the third time...

A MIDO Eyewear Polar has chosen, for the third consecutive year, to go beyond the traditional exhibition and transform your stand into a high emotional impact experience, thanks to the Professional Driving Simulator Formula 1 Fbrand.

A return that is not accidental, but a clear sign of a winning strategy: engage, surprise and impress, all with the special and unique appeal of the F1 Simulator Fbrand!

During MIDO Eyewear 2026, Polar brought to the fair the F1 simulator, fully branded Polar, with VR experience, immersive virtual reality.

The result? A stand that doesn't go unnoticed.

Attracted visitors, spontaneous queues, smartphones pointed at them, constant curiosity. The simulator wasn't just an attraction, but a real attention magnet, capable of:

increase the time spent at the stand
encourage spontaneous conversations with the brand
create a memorable memory associated with Polar

In a highly competitive trade fair context, emerging is everything. And the driving experience did exactly that.

Here's a video shot during the event featuring Polar's testimony:

From storytelling to physical engagement: the value of simulators at trade shows

The F1 Apex Simulator doesn't tell a story: makes her live.

Sitting down, putting on the VR headset, gripping the steering wheel, and feeling like a driver for a few minutes triggers profound emotions: adrenaline, concentration, fun, competition.

And this is where experiential marketing shows its strength:

emotion = brand memorability
involvement = relationship
experience = differentiation

Polar has once again demonstrated how a brand can communicate innovation and performance not just with words, but through real-world experience.

Do you also want to transform your stands at trade shows and corporate events into memorable experiences?

If you are organizing a trade fair, a corporate event, a product launch or a brand activation activity, Professional Driving Simulators Fbrand They can make the difference between a stand that's just passing by… and one that attracts attention and makes your brand memorable!

Interested in purchasing our simulators? Discover our design and production division. ESTech Simulators and come and try the Simulators in our showroom and professional driving simulation center Fdrive.