The Las Vegas Grand Prix takes place this weekend, marking F1's first visit to the Strip after 40 years of attempting to secure a race.
And the sport's organisers have pulled out all the stops ahead of the weekend, with an opening ceremony accompanied by parties and special events.
While some drivers, such as Red Bull's Max Verstappen, haven't exactly enjoyed proceedings, other drivers have voiced more positive opinions.
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The race will take place at 6am UK time on Sunday morning, with drivers then battling it out over 50 laps of the 6.2-kilometre success to decide the first winner of the Las Vegas Grand Prix.
Before then, let's take a look at 10 of the most eye-catching features in the build-up to raceday.
A floating Red Bull in a nightclub
Yeah, we're not sure about this one either.
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Red Bull chose the local Omnia nightclub to unveil its Las Vegas-themed livery, dangling the car from the roof - upside down.
F1 car in a restaurant
If you liked the Red Bull hanging from a nightclub roof, here's another Red Bull placed on a casino table - as you do.
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A real F1 wedding chapel
If you want an F1-themed wedding in Vegas, there is a special F1 wedding chapel set up near the race track.
Cars with underfloor LED lights
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Last year, Mercedes and Lewis Hamilton did a mini test session and exhibition around the Vegas Strip as part of preparations for this year's race.
There's no word on whether any demonstration around the track this week will see a return of the LEDs - although they won't be used during the race itself.
Special drone show
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Part of Wednesday's opening ceremony saw a drone show take place.
Among the leading lights on show were a sign reading, 'Welcome to Las Vegas', the F1 logo and a rotating F1 car.
The opening ceremony
The opening ceremony itself was described as 'spectacular' by F1's official account - and there was plenty of action on show to open up to the weekend.
Vegas-themed helmets
There are plenty of Las Vegas-themed helmets that have been unveiled by the drivers this week. And Lando Norris' choice of lid, as ever, doesn't disappoint.
Celebrity appearances
As is common with the more high-profile Grands Prix, Sunday's grid will likely be a who's who of world superstars (good luck, Martin Brundle).
While we don't know yet who will be on the grid, we've already seen a few famous faces on the Vegas strip.
Pop icon Kylie Minogue performed some of her top hits at the opening ceremony. And according to the Daily Mail, David Beckham and Shaquille O'Neal will be among those hosting a 'race night party'.
Interactive F1 Sphere
F1 has taken over Vegas' iconic Sphere, with a helmet illumination that features the Grand Prix's unique branding.
Can the race live up to expectations?
Max Verstappen has won 17 out of the 20 races held this season, and only finished off the podium once.
In what has been a record-breaking season, he can set a new record as the first winner on the Vegas Strip Circuit.
But Red Bull, or any other team, cannot bank on previous experience of the circuit - as no-one has ever raced on it before. With low track temperatures, and the threat of rain, set to make driving a challenge, can another driver beat Verstappen to the top step?
Topics: Formula 1, Max Verstappen, Lewis Hamilton, Lando Norris, David Beckham, Shaquille O’Neal
