Lotus and Vyra raise the bar at Goodwood

Lotus Cars is a brand renowned among motorsport fans for its legendary heritage and boundary-pushing technical design. Their legacy and reputation for innovation means Lotus is always one of the must-visit stands at the annual Goodwood Festival of Speed.

Vyra produces the Lotus Goodwood stand as a long-standing partner. When we were tasked with creating an activation that would allow Lotus to bring cars from across their range together for the first time, we knew exactly what elements to draw on.

Working in close collaboration with Lotus Technology Design, we created a striking 20 by 25 metre single-tier Manhattan structure, equivalent to the size of two tennis courts. At four metres tall and with an open-fronted design to maximise visibility and flow, the structure infused Lotus' signature design with a modern expression of luxury.

Inside, the stand blended dynamic branded content and engagement loops with product storytelling. Eight vehicles were displayed: the Emira GT4, Emira Jim Clark Edition, Evija Fittipaldi, Eletre, Emeya, Type 25, Type 97T and the Theory 1 Concept. Visitors could explore each car from every angle, while a 3 by 7 metre LED wall featured highlights of Lotus' history and technological innovation.

A dedicated merchandise area integrated into the layout boosted retail opportunities and encouraged longer dwell time. The stand drew a consistently large crowd across each day of the festival, making it one of the most talked-about stands of the entire event.