Binance unveils fan-designed Pierre Gasly helmet with striking Melbourne mural and immersive AR experience

Binance, the world’s largest cryptocurrency exchange, is bringing fan creativity to the racetrack—literally. The crypto giant has unveiled Formula One driver Pierre Gasly’s new race helmet, featuring a fan-designed look and an interactive twist that merges art, tech, and community spirit.

The design, born from a global contest hosted by Binance, was created by Brazilian fan Tiago Barra. It blends Australia’s iconic green and gold with national symbols like the kangaroo and emu, along with nods to racing circuit heritage. The helmet isn’t just for Gasly’s headgear collection. It’s also the centerpiece of a massive mural in Melbourne, brought to life by acclaimed street artist Matt Adnate.

But this isn’t just another mural. It integrates an immersive augmented reality (AR) experience, allowing fans worldwide to interact with the helmet design. Scan a QR code, and the mural transforms into an engaging digital experience where fans can explore the artwork and even trace the race circuit. It’s an innovative way to bring the art to life and bridge the physical and digital worlds.

Gasly isn’t just racing in the helmet—he’s racing for a cause. After the event, the helmet will be auctioned off, with proceeds supporting CROW Youth Boxing, a local Australian charity dedicated to empowering First Nations youth.

 “The mural brings the winning helmet design to life in a bold, dynamic way,” Gasly said. “The contest showcased the passion and creativity of fans worldwide, and it’s incredible to see their vision come to life. Binance is continuing to bring fans closer to the sport, and I can’t wait to wear this design on track in Melbourne.”

For Tiago Barra, seeing his concept take center stage is surreal. “I still can’t believe I won the contest. It’s an amazing feeling! I’m very excited to see the helmet in action for the season-opener in Melbourne,” Barra shared. His design also reflects Binance’s signature colors and Pierre’s racing number 10, blending personal touches with symbols of resilience and speed.

The initiative builds on the momentum of last year’s campaign, but with an upgraded experience that combines physical art and digital interaction. Sarah Dale, Binance’s Global Head of Partnerships, noted the powerful connection between the crypto and motorsport communities. “This year, the winning design comes to life through a striking mural and immersive AR experience, bringing fans closer to the action. We’re excited to keep pushing boundaries and delivering unique, engaging experiences worldwide.”

With over 500 entries from 75 countries, the contest highlights how global fandom can fuel creativity and drive community engagement—a concept Binance continues to embrace.

The initiative is more than art and racing. It’s a snapshot of how digital experiences are shaping how we connect with sports, culture, and each other.