A proposal was called to undertake 4 years of creative direction for Temasek Suite and to develop the design for the first year. The purpose of the premium hospitality suite was to host government level guests and local SMEs business owners. The suite experience needed to be one that highlights the F1 experience and at the same time exhibit the creativity of Singapore creatives.
People, Cohesion, Camaraderie.
Beyond watching and appreciating the race, the suite is a nexus of networking between guests. As a parallel to the sport, we developed a common approach centered around people in the sport through 4 years. Each year sees the sport from a different perspective – from the crew, to the drivers, to even the fans and the team. This brings out different facet to the sport – the tenacity, the passion, the joys, the difficulties. Based on research conducted by Formula 1 – in partnership with Ipsos MORI Social Research Institute surveyed 14,000 fans in seven key markets, we took a two-level engagement approach in the design.
Layout Plan: A heightened sense of arrival is created through a front-facing reception area followed by a series of content to guide a visitors’ circulation into the space before opening to the main dining zones.
Materials & Finishing: A palette of deep green contrasted against glossy surfaces of gold and green creates a look of polished outlook, mimicking the vibe of the sleek and sophisticated race based on engineered precision. The finer details such as tiles, textures and mesh create a hint of the grit which represents the intense work of the crew.
A ribbon created with parallel lines weave and swerve with fluidity, abstracting the synergistic energy of the crew. The lines signify the team, whose movements are like poetry in motion, moving with precision and accuracy collectively. The collateral set consist of a invite card, envelope, suite booklet and programme sheet.
The suite represents a place of preparation this year, where the concept behind the suite introduces visitors the spirit of what it takes to be part of the F1 crew. The design caters to different types of visitors through a two-level engagement via participatory activities, a feature bar, content display and visual treatment.
