Visit Qatar at Goodwood Festival

Where tradition meets modernity.

Bringing Qatar’s vibrant hospitality to Goodwood – a landmark first as title sponsor. We crafted a standout activation in the heart of the Richmond Members Enclosure, blending authentic Arabian warmth with cutting edge, contemporary experiences

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The Challenge:

To showcase an authentic Qatar at Goodwood – making its presence unmistakable while avoiding stereotypes, and expressing a confident blend of tradition and modernity through the structure itself.

The Creative Idea:

The experiential ambition was to combine tradition and modernity. By fusing the traditional fretwork patterns of Qatar into a modern structure, we blended delicate design detail with a bold, statement structure.

The Experience:

On the ground floor, guests were welcomed by a dedicated hostess before discovering a series of activations that both educated and inspired. Experiences included personalised leather luggage-tag embroidery, interactive digital towers showcasing Qatar’s leading tourist destinations, live watercolour artists, and a central atrium featuring a living flower wall photo opportunity.

Upstairs, the first floor offered an oasis away from the bustle of the racing. A relaxed lounge space invited guests to unwind and enjoy traditional Qatari hospitality, complete with dates and Karak coffee.