McLaren is in the midst of its marketing efforts surrounding its soon to be released exclusive hybrid supercar, the P1. Part of these efforts is a P1 specific Web site.

The key to the performance for the McLaren P1 is aerodynamics, and the company’s new Web experience, titled “Designed by Air,” is the first of a two-part series telling the story behind the car’s design.

McLaren said the Web site offers participants a detailed insight as the car is “born” from raw metallic and carbon elements and is crafted by airflow. The journey evolves to unveil the McLaren P1 within the wind tunnel highlighting the aerodynamic focus of the design.

Expanding into further sections, the story behind the design of the McLaren P1 reveals an interactive 3D model with further information about the finely honed aerodynamic features.

The “immersive” experience, inspired by McLaren Automotive Design Director Frank Stephenson’s biomimicry design philosophy, showcases the McLaren P1 in simulated urban, alpine, highway and track environments, detailing how the active aerodynamic systems adjust and adapt to deliver optimum performance for differing driving conditions.

The “Designed by Air” McLaren P1 experience is involving social medias, with a final section ‘Future Chapters’ inviting users to ‘like’, share and register ahead of future updates on the car’s interior and performance features.

“Our main objective with the McLaren P1 was to design the best driver’s car in the world, on road and track,” said Frank Stephenson, Design Director at McLaren Automotive. “Managing air flow in and around the car’s bodywork and optimizing aerodynamics was key in achieving this goal. This design philosophy crafted the highly unique and emotive shape of the car. The online ‘Designed by Air’ experience developed for the McLaren P1 captures the essence and detail of the car’s aerodynamic design in an immersive and engaging way.”

The McLaren P1 experience can be found at