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.
As a long-term partner, Vyra has been producing Lotus’ Goodwood stand since 2018. We’ve witnessed first-hand how petrolheads and industry professionals alike engage with this beloved British brand. So in 2025, when we were tasked with creating an activation that would allow Lotus to bring cars from across their Lotus range – the first time they had ever been showcased all together in one place, we knew exactly what elements to draw on.
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 of the stand boosted retail opportunities and encouraged longer dwell time, as visitors immersed themselves in the full Lotus range.
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. Expertly coordinated and delivered with Vyra’s trademark technical creativity, Goodwood 2025 saw Lotus elevate their festival presence to new heights.
