GOODWOOD FESTIVAL OF SPEED

Event Overview

An immersive experience in-line with the launch of the new Mazda MX-5 in the heart of Goodwood Festival of Speed.

With a proud heritage in racing, Mazda had its first foray into international competition in 1968, demonstrating its engineering and challenger spirit through the development of the rotary engine.

The Brief

Our client, ITCH Ltd, wanted to create a real buzz around the launch of the new MX-5 and produce a mini-festival destination, connecting audiences and new prospects with an atmosphere to match the cars appeal.

Focussing on innovation and performance, we were tasked with producing a feel good experience, which went beyond simply showcasing the latest range and delivered ITCH's creative vision. 

Solution

Working alongside ITCH’s creative team we produced the mini-festival, ‘Raise the Roof’ in the setting of the Goodwood House Stable Yard.

Showcasing twenty innovative artists across 4 days, from drum and brass bands to a beat boxing flautist the event was hosted by radio DJ Tom Ravenscroft.

Visitors saw an exciting line-up of musician’s on Goodwood’s only live music stage, before they went on to perform at major Festival’s across the summer.

Situated within a unique open-air space in the historic walls of the Stable Yard, we designed and built a series of elevated decked areas, interconnected with the Stage and Bar.

Combining live music with technology and design, we were able to deliver a relaxed, feel-good atmosphere stirring genuine emotion through three MX-5 activations, each offering a different user experience.

We also developed an App for each of these, where visitors signed in via an iPad, recording important data and each session.

The ‘Art Car’ showcased a bespoke graphic design commissioned by Mazda.

The ‘Karaoke Car’ featured projection of song lyrics onto the windscreen, audio from the in-car Bose System to play the music, a dashboard camera and microphones built into the linings of the roof to relay back and record each session. This content was then produced into a final song and shared across social platforms.

The ‘Emoji-Car’ allowed visitors to experience the interior, design and features available within the new model.