Art of Data: Data to Augmented Reality

The McLaren Technology Centre (MTC) needs little introduction. The team’s iconic HQ in the UK, with some of the world’s most revered cars lining the impressive Boulevard showcasing McLaren’s rich automotive and F1 history. 

Legendary championship winning cars are parked on display from the likes of Prost & Senna, through to Button, Hamilton and this year’s podium topping MCL35M. With such an impressive fleet on display, we looked at how data can help tell the unique stories of this elite sport through Augmented Reality in our latest installment of the Art of Data video series.

McLaren hosts thousands of people each year at the MTC for race days, car launches and partner events. The building itself is at the cutting edge of innovation and visitors can now experience race data with Splunk AR through rich visualizations and dashboards in a way not previously possible.. 

We’ve used AR to attach data to real-world iconic cars, bringing them to life - allowing visitors and F1 drivers alike to consume, interact, and take action on data with a swipe of a screen. 

Watch Lando Norris explore McLaren’s history with Splunk AR as he reveals the data that matters to him most on track, and the journey McLaren has been on from the first introduction of F1 telemetry in the 1980s. 


James Hodge
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James Hodge

James Hodge is a leading data strategist and field CTO focused on helping organizations drive business outcomes informed by data. Data ethics and digital transformation are two of James’ passions; he regularly speaks on the topic at conferences and recently chaired TechUK’s Data Analytics and AI Committee. James is also an active advisor for startup organizations on how to leverage data as a competitive edge while focusing on simplifying technology architectures. James’ career began in product management and strategy having led Splunk’s Big Data and Analytics product strategy with a specific focus on the Hadoop, Spark and open-source analytics ecosystem. He has deep experience in technical design and consulting for enterprise organizations across Europe. James Hodge loves legos and lives in the UK. He once described himself as “a boy who never grew up,” and his LinkedIn profile alleges that he has a degree from the University of Sheffield.

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