MG's 100th anniversary stand at Goodwood Festival of Speed.

MG Motors tasked us with creating an impactful and memorable stand at the Goodwood Festival of Speed to celebrate their 100th anniversary and to showcase a number of stunning reveals that would take place during the festival. These would include the unveil of the all-new HS petrol and plug-in hybrid (PHEV) models, the dramatic glocal debut of the MG Cyber GTS Concept and the dramatic first glance of the EXE181 EV land speed record concept.

The stand also needed to showcase the arrival in the Summer of Cyberster, a new generation of performance car that marks an electrifying milestone in MG’s storied history.

It’s central position at the world’s most prestigious motoring event promises to be one of the most exciting moments in MG’s centenary celebrations in the UK so we had to ensure that the stand stood out as the main feature for customers and fans alike . It needed to blend elements of MG's rich heritage with future innovations, offering an immersive experience that attracts and engages visitors. Additionally, the space was to include a welcoming hospitality area, providing a comfortable environment for VIP guests and media to interact with the brand.

The stand was designed to be a visual and experiential journey through MG's history and its future. Central to the design was the prominent display of the EXE181, surrounded by interactive exhibits and multimedia presentations that showcased MG's past achievements and future ambitions.

Modern architectural elements alongside vintage design cues created a space that resonated with both die-hard and new fans. A vast LED screen displayed dynamic content, whilst the carefully curated lighting emphasised the stand's futuristic elements. The hospitality area was designed with comfort and elegance in mind, proving to be an invaluable asset for media, customers and guests. With two open sides it also provided a perfect view of the MG structure positioned in the front of Goodwood House, providing the ideal viewing space for the daily ‘MG Moment’.

The stand became a major attraction, consistently drawing large crowds. The astounding EXE181 model garnered significant attention and the unveils that took place through the event enhanced the positioning of MG brand., fostering positive interactions and discussions about the brand. The stand's design and execution not only met but exceeded expectations, leaving a lasting impression and setting a high standard for future brand activations.