Scale, speed and certainty at the Formula 1 British Grand Prix

A record-breaking 564,000 fans made the 2026 British Grand Prix Silverstone’s biggest Formula 1 event yet. Silverstone Hospitality’s lounges are a crucial revenue driver that must deliver unforgettable experiences for the thousands of VIP guests, corporate partners and motorsport enthusiasts.

Environments that amplify

Silverstone brought us in to develop distinct visual identities for four hospitality lounges, each tailored to the lounge’s vibe, layout and price point. Our partnership gave Silverstone confidence in the final creative output and in a team that could scale and respond to the curveballs of event production.

Taking care of world-class brands

Multi-brand environments are complex. The four lounges housed several global identities: the overarching F1 brand, Silverstone Hospitality, individual lounge concepts, and luxury partners like Moët & Chandon.

Our understanding of brand equity allowed us to efficiently build on their guidelines and deliver creative solutions that satisfied stakeholders without slowing the project down when it was moving at race pace.

Calm in the fast lane

Live-event production at this scale is inherently volatile; schedules shift, dimensions change, and delays occur. The real value of an experienced agency isn’t in a flawless run but in a team with the composure and agility to adapt as things change.

Photography: Esme Buxton, Mike Portlock