The North Zone of São Paulo is alive with stories that connect its vibrant soul to that of its most illustrious residents, and Ayrton Senna was undoubtedly one of them. Now, the region will have the honor of hosting and celebrating this connection with the arrival of the exhibition “Eu, Ayrton Senna da Silva - 30 Anos” (I, Ayrton Senna da Silva - 30 Years) at Lar Center, a Cidade Center Norte development and the first themed shopping mall for architecture and decoration in São Paulo. The immersive and interactive exhibition opens at the mall on January 15 and reveals the personal and professional trajectory of the driver, paying great tribute to the 30 years of this idol's legacy. The installation, which will be shown for the first time in the North Zone of São Paulo — the region where Ayrton was raised and which also houses one of the headquarters of the Ayrton Senna Institute — will occupy the Lar Center Events Hub, on the ground floor (more information and schedules in the service below).
In the exhibition “Eu, Ayrton Senna da Silva - 30 Anos”, the Formula 1 driver himself leads the narrative, inviting visitors to learn about and relive his brilliant career through his own eyes. An immersive and interactive circuit recreates childhood memories, hobbies, victories, desires and dreams of the idol. This experience is possible thanks to the use of innovative technologies, such as realistic 3D modeling combined with voice generation by artificial intelligence. Through multisensory resources and immersive scenarios, the exhibition promotes an exciting synesthetic journey, based on the values that have always guided the champion and that continue to inspire many Brazilians: motivation, dedication, determination, tenacity and overcoming.
Visitors will be able to learn about some of the driver's childhood memories, his passion for speed, his hobbies and some of his personal objects, such as the overalls that Senna wore to win the Brazilian GP at the Interlagos racetrack in 1993, and the helmet he wore when he won the European GP at Donington Park in the United Kingdom that same year. The public will also be transported to the atmosphere of the driver's most thrilling races, see real Formula 1 tires, experience Senna's remarkable skill with mechanics and recall memorable moments, such as the period he spent living in England. Finally, there will be a dive "inside the driver's mind" in a room with carefully selected audio files, giving the listener the opportunity to reflect alongside Senna's thoughts.
Considered one of the greatest drivers in the history of motorsports and one of the greatest contemporary heroes of our country, Ayrton Senna da Silva has his victorious image recognized in the four corners of the world. The driver achieved 41 victories in Formula 1, 65 pole positions and three world championships. During his career on the track, Senna competed in all categories: Karting, Formula Ford (1600 and 2000), Formula 3 and Formula 1, passing through four major racing teams: Toleman, Lotus, McLaren and Williams.
The exhibition features 10 themed stations inspired by the pilot's life:
This is my story
The opening of the exhibition brings an inversion of narrative: a video shows how the public meets Ayrton and, then, the pilot himself takes charge of his story.
Here I am Alley - Childhood Memories
Moving photos and audios reveal memories of Ayrton's childhood and adolescence, his family life and his unshakable faith in God.
Passion for speed and other hobbies
This station allows you to explore the driver's passions, personal belongings, hobbies and, of course, his unconditional love for speed.
Kart room - Ayrton's workshop
It shows the origins of Ayrton's talent in mechanics and karting, such as when he disassembled and reassembled his karts in the workshop created by his father, Milton da Silva. The room also provides an interactive experience with a kart mechanics game using Kinect technology.
England - moment of choice
Divided into three environments, this stage portrays Ayrton's trip to England to compete in the FF1600, his brief return to Brazil and his triumphant return to England, where he shone in the FF2000, F3 and even tested for Formula 1.
Inside my mind
An immersive sound room that allows you to explore Ayrton's brilliant mind, marked by impressive concentration and thoughts that shaped his driving.
Rain King
A scenic projection with rain recreates the environment that made him famous as the best pilot in adverse conditions.
Winning is possible
This is the highlight of the exhibition. An immersive projection brings together the most exciting moments of Formula 1, with a motivational message that inspires everyone to win, like Ayrton.
Senna inspires me
It brings references to how Ayrton continues to inspire people around the world. Videos and photos show his legacy, which transcends borders and generations.
A long way to go
Closing the exhibition, this space presents one of the busts from the Nosso Senna Collection series, created by the driver's niece, the artist Lalalli Senna. The work is a reduced scale of the 3.5 m version installed at the Interlagos Race Track, a remarkable tribute made by the family for all fans.
“We are very proud to host the exhibition ‘Eu, Ayrton Senna da Silva – 30 Anos’ at Lar Center Shopping Mall. In addition to paying tribute to one of the greatest icons in world sport, this exhibition is especially meaningful to us because it reinforces Senna’s connection with the North Zone of São Paulo, where he grew up and built such deep ties – just like us. We are happy to provide the public with an innovative and exciting experience that celebrates the legacy of this great Brazilian in a unique and interactive way,” says Carolina Pajaro, Executive Manager of Lar Center.
“It is a joy to return to São Paulo with the exhibition, especially in a region that is part of Ayrton’s life story. This will be a unique experience, both for the fans who followed his journey closely and for the new generations, who are increasingly interested in learning about the legacy of this Brazilian idol,” said Bianca Senna, CEO of Senna Brands and the driver’s niece.
“Taking the exhibition to the North Zone of São Paulo is a unique opportunity to connect the public with Ayrton’s roots and revisit his story in an innovative way. Through advanced technologies, such as realistic 3D modeling and artificial intelligence for voice recreation, we were able to bring to life the narrative told by the pilot himself. It is an exciting and immersive experience, capable of involving all generations”, says Karina Israel, CEO of YDreams Global.
“I, Ayrton Senna da Silva - 30 Years” has already been presented in São Paulo (Shopping VillaLobos, 2019), Porto Alegre (Barra Shopping Sul, 2023), Recife (Shopping Recife, 2023) and Rio de Janeiro (VillageMall, 2024).
Conceived and developed by YDreams Brasil (www.ydreams.com.br), an international company specialized in immersive and interactive technology, and carried out in partnership with Senna Brands (https://senna.com/a-marca-senna), the exhibition “Eu, Ayrton Senna da Silva - 30 Anos” was produced with resources from the Rouanet Law, through the Ministry of Culture, and has the official sponsorship of Austral Seguradora, the pharmaceutical company EMS and Estácio|Instituto Yduqs and media support from UOL.
Immersive Exhibition Service “I, Ayrton Senna da Silva, 30 years old”:
Event Period: From January 15th to March 16th, 2025
Opening hours: Tuesdays to Saturdays: 10am to 10pm / Sundays: 2pm to 8pm
Local: Shopping Lar Center
Address: Av. Otto Baumgart, 500. Ground Floor - Events Hub
Age rating: Free (under 14s must be accompanied by their parents and/or legal guardians)
Accessibility information: Accessibility with video and libras and book in braille.
On-site parking
Ticket purchase information:
Ticket price: Full price: R$50.00
Half-Price Ticket Price: R$25.00
Ticket sales: Sympla or box office