Collaborate Brings Iconic Brands to Life at Festival of Speed 2024
The Goodwood Festival of Speed has become an unmissable pilgrimage for lovers of speed. People travel worldwide to celebrate the sights and sounds of the planet’s finest sports cars, driven by the racing stars of the past, the present and the future. The 2024 Festival gets underway on July 11th and runs through until July 14th.
Collaborate will be there in force – activating a series of innovative, magical and memorable experiences for ambitious brand partners.
Commented Ben McMahon, MD and founder Collaborate Global, “Once again, we’re thrilled to be at Goodwood alongside our client partners– bringing to life some of the world’s most iconic brands with our most exciting, innovative, impactful experiences to date. The Festival of Speed is one of those fine moments of genuine creativity that can sell brands – against all odds. Come and join us!”
A taster of Collaborate’s event calendar:
Norton Motorcycles: the Norton Experience
Norton’s second year at Festival of Speed – with more investment behind the brand. This year’s activation reflects the exquisite quality and unique British craftsmanship of Norton’s bespoke motorcycles. It’s a celebration of the great craftsmen and women, the “unsung” heroes, behind the iconic motorcycles – reminding discerning customers that every element of every Norton bike is handmade in the UK. Visitors will dive into a full Norton experience – from the intricate design process to the joy of driving with plenty of photo opportunities.
Aston Martin: luxury at the fingertips
Five Aston Martin Supercars will be in action - when Valkyrie, Valour, Valiant, Victor and Vantage headline the marque’s line-up of ultra-luxury sports cars heading up the famous Goodwood Hillclimb. Aston Martin Valiant makes its global debut at Goodwood and two-time Formula One® World Champion Fernando Alonso will take the wheel on Friday.
Key to Aston Martin’s Festival strategy is hospitality and Collaborate has styled its ultra-exclusive hospitality pavilion - one of the festival’s most sought after invites. Design reflects the bespoke, stunning styling of the brand’s iconic heritage - echoing Aston Martin’s commitment to build rare and extraordinary cars for real drivers.
Hispano Suiza: hypercar accessibility
This year Collaborate has taken Spanish hypercar Hispano Suiza far beyond a standard car display to truly bring the brand to life. A creative ‘red thread’ of sound, fabric and light weaves through the stand, leading people to the magnificent Carmen Sagrera, enjoying its first dynamic reveal at Goodwood. The space invites everyone to step into the hypercar world first hand. A perfect blend of democratic luxury.
Singer: a small, perfectly crafted display with massive impact
Iconic Singer Vehicle Design is back at Goodwood. For the second-year running Collaborate has produced a beautiful showcase for Singer’s Porsche 911’s – reimagining the drama of an art gallery display to reflect Singer’s unique craftmanship and dedication to design.
Hongqi: Chinese culture meets cutting-edge tech
Collaborate will launch this landmark luxury Chinese brand into Europe at Goodwood with a space that celebrates the performance and design of Hongqi’s high-end vehicles. Five precision designed vehicles, from classic combustion engines to the all-new electric E-HSG will be presented to experience.
Randox: immersive entertainment brings the future of healthcare to life
Taking centre-stage at Future Lab, Collaborate’s activation for Randox Health highlights the benefits of proactive healthcare through hands-on science museum style edutainment.
Randox Health’s breakthrough diagnostic machine – the RABTA – signposts how the human body functions, precisely and at speed. The workings of this incredible machine are brought to life through a series of hands-on interactions, including a fun wind-tunnel competition highlighting how easy it is for people to take healthcare into their own hands, quite literally.
eBay: hands-on fun at the eBay Drive-Thru
Building on last year’s popular debut of the colourful eBay Garage, Collaborate has evolved the creative theme to deliver a truly interactive drive-thru experience.
The space is designed to ramp up enthusiasm for the DIY car crew, with a host of hands-on activities to engage the whole family, from a climbing wall challenge through to live DJ entertainment, Q&A sessions with DIY experts, and pathfinder games – all underlining how eBay makes it easy to pimp up your own car, whatever your level of expertise.
