There will be a new meaning to Rush Hour when the streets of central London are filled with the sights and sounds of Formula One on Tuesday 6 July.

This spectacular display is unprecedented, and Olympus will be helping the expected 250,000 onlookers to capture the moment, as eight Formula One teams take to Regent Street.

The evening event, running from 6pm to 8pm, takes a route starting at Waterloo Place, at the bottom of Lower Regent Street, and will go up to Piccadilly Circus and from there along Regent Street itself. Promising to get about even faster than a black cab, the Formula One cars will spear right through the pedestrian precinct outside the London Palladium before heading for Liberty’s department store and from there back on to Regent Street for the run back down to Waterloo Place.

As an official sponsor of the Scuderia Ferrari Marlboro team, Olympus is in pole position to capture the moment when Formula One hits the West End. Not only is Olympus carried on the nose of this year’s Ferrari F2004, winner of eight out of nine races so far this season, but also as an official event sponsor the Olympus colours will be seen along Regent Street.

All proceeds from the event will be donated to the Arts in Westminster, which supports the provision of high quality activities in all art forms, from local to international level.

As well as supporting the event Olympus will be providing ten prize-winning amateur photographers, who have won the opportunity of a lifetime, to capture this remarkable event on camera. They will be equipped with top-of-the-range Olympus digital cameras, and have access to the exclusive Olympus rooftop balcony with adjoining hospitality suite.