London is simultaneously one of the world’s most influential motorsport cities and one of its most influential cultural ones. When Formula E brought its 2025/26 ABB FIA Formula E World Championship season finale to ExCeL London in August 2026, NISMO identified a creative opportunity at the intersection of those two identities: a collaboration between automotive design heritage and the city’s contemporary jewellery scene that had been hiding in plain sight. The car grille and the dental grillz were always the same word. NISMO and LOUD MOUTH LDN made them the same object.
The Collaboration
NISMO, Nissan’s motorsport and performance brand, partnered with LOUD MOUTH LDN, an independent specialist jewellery studio based in Holdrons Arcade in Peckham, South-East London, to produce a four-piece collection of bespoke grillz. Each piece in the collection draws its design directly from the signature visual elements of one of Nissan’s most celebrated performance vehicles: the Nissan Formula E GEN3 Evo race car, the Nissan Skyline GT-R R34, the R34 Pennzoil, and the Z GT500.
The design process inverted the normal logic of branded merchandise. Where most automotive promotional items take a logo or a brand mark and apply it to a product category, LOUD MOUTH LDN began with the physical forms of the cars themselves. The shapes, surface details, grille patterns, and design signatures of each vehicle were translated into the specific geometry and material vocabulary of a custom-fitted dental grillz piece, producing objects that are simultaneously legible as automotive design and wearable as jewellery.
LOUD MOUTH LDN
LOUD MOUTH LDN is not a peripheral participant in the campaign. The studio, founded by Reece Garcia and based in what Peckham’s Holdrons Arcade describes as the “corridor of wonders and esoteric delights,” has become one of London’s most respected custom grillz makers, producing bespoke pieces for high-profile artists and building a reputation at the centre of the city’s music and creative scene. The choice of LOUD MOUTH LDN over a larger commercial jewellery house is the campaign’s most culturally precise decision.
Grillz are, as the NISMO press release accurately describes them, one of the only pieces of jewellery entirely built around the individual. Every set is custom-fitted. The piece cannot be purchased off a shelf or transferred to another wearer. It is a form of self-expression that emerged in American hip-hop culture and has been absorbed into London’s contemporary music and fashion landscape in its own distinct form over the past two decades. By working with a studio that is genuinely part of that scene rather than adjacent to it, NISMO ensures the collaboration reads as participation rather than cultural borrowing.
Reece Garcia described what the brief required of the studio: “This collaboration was something completely different for us. We enjoy pushing ourselves creatively, and it was a chance to take what we normally do and apply it to a totally different world. Grillz are one of the only pieces of jewellery that are completely built around the individual, giving people a really unique way to express who they are. For this project, rather than starting with letters or logos, we looked at the shapes and details of the cars and translated them into something that works as jewellery. That’s something we’ll definitely keep exploring in future projects.”
The Display and the Activation
The collection went on display at Westfield Stratford in East London in the days before the E-Prix, a location chosen for its footfall among the urban audience the campaign was designed to reach. From there, the pieces moved to ExCeL London for the season finale itself. Fans attending the Formula E event were given the opportunity to win a bespoke piece designed and handcrafted by LOUD MOUTH LDN, extending the campaign from exhibition into participation.
Why the Idea Works
The grille is the front face of a performance car. The grillz is the front face of its wearer. Both are expressions of identity. Both are designed to be seen approaching. Both carry the visual signature of the thing they represent before anything else is communicated about it. The visual and conceptual overlap between automotive front-end design and dental jewellery is precise enough that the collaboration requires no explanatory leap from the viewer.
The London setting compounds the logic. Formula E returns to one of the world’s most culturally influential cities at a moment when London’s music and fashion scene has global reach. Grillz are not a niche accessory in that context. They are a mainstream expression of creative identity within the scene the city exports globally. NISMO did not import an American cultural reference into a British sporting context. It found the cultural object that already existed in the city’s own creative vocabulary and asked the people who make it best to build it from Nissan’s design archive.
Campaign Name: NISMO x LOUD MOUTH LDN Grillz Collection
Agency Name: Not mentioned / Jewellery Studio: LOUD MOUTH LDN, Peckham, London
Brand Name: NISMO / Nissan Formula E
Location: Westfield Stratford and ExCeL London, United Kingdom (August 2026)
