Created for The Jockey Club, Cheltenham Retreat and Aintree Village reimagined race-day hospitality for a younger, more social audience looking to maximise their festival experience beyond the track itself.

Designed as immersive destinations to dwell within between races, both spaces combined games, food and drink experiences, live entertainment and content-worthy environments that encouraged guests to explore, socialise and celebrate together throughout the day.

The Cheltenham Retreat drew inspiration from the atmosphere of an exclusive members’ club, blending heritage racing references, iconic fashion cues and curated styling moments to celebrate the prestige and passion woven through the racecourse’s history.

Meanwhile, Aintree Village transformed the racecourse into a lively street scene complete with pubs, bars, a village green hosting live music and playful interactive moments, from Racing Post newspaper kiosks to highly photogenic social spaces designed for discovery and participation.

Creative Direction across concept development, experiential storytelling and immersive spatial design.