The Goodwood Festival of Speed returned to the Goodwood Estate Thursday, 13th July - Sunday, 16th July, marking the event's 30th anniversary and 75 years of motorsport at the venue.
The 2023 Goodwood Festival of Speed presented by Mastercard celebrated its 30-year milestone in style with big names and thrilling action. The Duke of Richmond opened the event in his Jaguar D-Type, the very car in which he opened the first edition of the event back in 1993, for a full circle moment.
Also attending for another year was The Events Structure, with a record amount of brand activations, totalling five, with six shipping container products and two mobile showrooms.
In 2021, The Events Structure delivered the Goodwood Festival of Speed activations for Kwik Fit with a Statement Cluster and GVE London using two Gallery, one Impact Premium and one Showroom. Further, in 2019, Montblanc utilised a Statement shipping container cluster for their FOS activation.
This year, The Events Structure provided pop-up event structures for Wheel Pros, Alcon, European Prestige, Caterham Cars and Genesis Motors UK.
Wheel Pros
At the 2023 Goodwood Festival of Speed, was the leading designer and distributor of aftermarket wheels, Wheel Pros with Rotiform and Hoonigan, trademarks of Wheel Pros.
The Wheel Pros activation was two Impact Plus shipping container conversions for events and a Gallery Plus customised container in the centre. On top of the Gallery Plus was a graphic-wrapped car, with several additional vehicles outside the activation to entice passersby.
The Wheels Pro activation displayed the brand beautifully and provided space to sell merchandise. The two Impact Plus event container's upper decks provided a viewing gallery for guests.
Alcon
Specialising in the design, development and manufacturing of specialist brakes and clutches, Alcon attended the Goodwood Festival of Speed as part of their 40th-anniversary celebrations.
With two Gallery Plus shipping container conversions making the foundations of the activations, visitors could learn about Alcon, the brand's history and see the world-leading brake systems in action.
Also at the activation was Praga, debuting its road-legal, race car-inspired Bohema hypercard, featuring Alcon's powerful six-piston break caliper, key to the Bohema's on-track performance.
European Prestige
A supercar dealership based in Kent, European Prestige was also at the 2023 Goodwood Festival of Speed with a Studio Premium customised container.
The shipping container conversion for events activation featured images of the European Prestige showroom, featuring some of the cars available. The container included plentiful seating for visitors to soak up the atmosphere and talk to brand representatives.
To capture the interest of passersby, some of the supercars available to purchase were outside the container activation, including the 2019 McLaren Senna, 2019 Ferrari 812 Superfast and 2021 Lamborghini Aventador SVJ.
Caterham Cars
Caterham Cars, the British manufacturer of specialist lightweight cars, attended this year's Goodwood Festival of Speed to debut their new electric concept car, Project V.
Caterham Cars exhibited Project V in the Pursuit Plus mobile showroom. Labelled "Come in. We've got something exciting to show you." the pop-up event structure created further excitement around the debut of this bold new design.
Alongside Project V, visitors could purchase merchandise and speak to brand representatives. Classic vehicles were displayed outside, giving the perfect photo opportunity for car enthusiasts.
Genesis Motor UK
Premium car brand, Genesis Motor UK, was also at the 2023 Goodwood Festival of Speed, with our German association and Pursuit Plus pop-up mobile car showroom.
The pop-up event structure reflected the company's brick-and-mortar car showroom lounge, offering a luxury experience with customer service at the forefront. Inside, Genesis visitors could see GV60's world-first recognition technology. Outside, visitors could see the GV60 and Electrified GV70 up close and in-person.
To enquire about an event shipping container conversion, mobile showroom or temporary event structure for an upcoming event, please contact The Events Structure today on 0161 821 1010.