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Ferrari Team Principal Goes Live at Ray-Ban Flagship — TVU One Powers F1-Meets-Commerce Broadcast
Ferrari Team Principal Frédéric Vasseur joined a live-commerce broadcast from Ray-Ban's Shanghai flagship store days before the 2026 F1 Chinese Grand Prix, with TVU One backpacks ensuring a seamless multi-platform stream in a technically challenging urban environment.
View Related ProductsShanghai’s Huaihai Road became an unlikely extension of the F1 paddock on March 11, when Ferrari Team Principal Frédéric Vasseur and Ferrari Hypercar driver Ye Yifei dropped into the Ray-Ban flagship store for a live-streamed event that fused motorsport culture with e-commerce.
The broadcast, which kicked off at 6:00 PM on both Douyin (China’s TikTok) and Tmall, featured real-time audience interaction, product showcases, and shoppable segments — all with two of Ferrari’s most prominent figures at the center. The timing was deliberate: the 2026 F1 Chinese Grand Prix was just days away (March 13–15), and Ray-Ban, as an official Ferrari team partner, had transformed the store into a “Red Racing Arena” pop-up to build pre-race buzz.
A Technically Demanding Venue
Huaihai Road is one of Shanghai’s busiest commercial districts — great for foot traffic, but a nightmare for wireless signals. Dense crowds, surrounding buildings, and competing networks all posed risks to stream stability. For a live-commerce broadcast, even a momentary stutter can mean lost sales. Add in the tight schedule of the Ferrari guests, and there was zero room for technical failure.
The Solution: TVU One Backpacks
Shanghai-based Rumi Media, which handled the technical production, turned to the TVU One live-streaming backpack as its core transmission device. Multiple units were deployed across the store, enabling camera operators to move freely — capturing guest interactions and product close-ups without being tethered by cables.
The key to the setup was TVU’s ISX multi-network aggregation technology, which bonds multiple 5G and 4G connections from different carriers simultaneously. Its intelligent algorithms continuously predict and adapt to network fluctuations in real time — critical in a congested urban environment like Huaihai Road. Paired with HEVC smart variable bitrate encoding, the system delivered consistently high image quality even under bandwidth constraints, keeping the stream smooth from start to finish.
Seamless Execution, Dual Objectives Met
Throughout the broadcast, Vasseur and Ye Yifei shared behind-the-scenes stories from the track while joining the host in presenting Ray-Ban products across multiple shoppable segments. The production team managed multi-camera switching and simultaneous multi-platform distribution in the background, keeping the editorial and commercial rhythms tightly aligned.
The result: a polished broadcast that brought the energy of the F1 paddock directly to consumers — achieving both brand exposure and sales conversion in a single event. And with engines set to roar at the Shanghai International Circuit just days later, the livestream gave fans and shoppers an early taste of the excitement to come.
