The Goodwood Festival of Speed returned to the Goodwood Estate Wednesday, 10th July - Saturday, 12th July 2024, for four days of jam-packed motor delights for viewing. Presented by Mastercard FOS, it is the motorsport's ultimate summer garden party, celebrating the world's most glamorous sport.
This year's theme was 'Horseless to Hybrid - Revolutions in Power', highlighting the evolution of the motoring industry from the first horseless carriage to the electric advances made today.
The Goodwood Festival of Speed is an event that we've attended with client activations for many years. In 2023, we took a record amount of brand activations, totalling five, using six shipping container products and two mobile showrooms. Clients included Wheel Pros, Alcon, European Prestige, Caterham Cars and Genesis Motor UK.
This year, The Event Structure returned with Wheel Pros and Alcon, as well as Alpine, with three different shipping container brand activations.
Wheel Pros
Returning to Goodwood Festival of Speed 2024 was the leading designer and distributor of aftermarket wheels, Wheel Pros with Rotiform and Hoonigan, trademarks of Wheel Pros.
The Wheel Pros activation consisted of three Gallery customised containers placed side by side. The first shipping container conversion showcased the Rotiform wheels, whereas the second and third containers provided a retail front for Hoonigan to display and sell merchandise.
Outside the customised containers were three cars to capture attention and draw crowds, provide a talking point and showcase Rotiform wheels.
Alcon
Also returning to FOS was Alcon, designer and manufacturer of ultra-high-quality brakes, clutch and other automotive components, with two Gallery Plus customised containers in a similar set-up as last year's activation.
Alcon showcased their latest automotive component technology with exhibition-style podiums and a Toyota racing car. The activation had a seating area to talk to specialists. The shipping container activation had an inaccessible upper deck for further branding.
Alpine Cars
Attending Goodwood FOS was Alpine Cars, a French manufacturer of sports and racing cars, with Fusion Events and a brand activation using a Statement customised container cluster.
Inside one of the shipping container conversions were three driving simulator gaming stations, putting participants in the virtual seats of the BWT Alpine F1 Team. On top of this container was a car deck holding the new A290 vehicle available to order.
The other customised container provided a place for guests to talk to a representative, while the upper deck was a viewing deck.
To enquire about an event shipping container conversion or temporary event structure, don't hesitate to get in touch with The Events Structure today on 016 821 1010.
Looking for more automotive event inspiration? Read Automotive Event Marketing in Action: Five Campaigns from the British Grand Prix and Goodwood Festival of Speed to see how agencies and brands delivered memorable activations at two of the UK's biggest automotive events.