Rolls-Royce Motor Cars

June 2004

Headquarters, Beaulieu & Goodwood Festival of Speed

reason / objective

Smyle was asked to create and manage several event projects including a 600 VIP Party at Rolls-Royce Motor Cars’ HQ, an International Dealer Meeting at Beaulieu Motor Museum and an evening ball as the guests of the Earl & Countess of March & Kinrara at Goodwood House.

concept / solution

The VIP party at the Headquarters was the climax of the celebrations – it incorporated a fully customised structure built over a 10 day period in Rolls-Royce Motor Cars’ HQ courtyard, using Acropolis hexagonal structures and geoforms stretched over truss frames, as well as a Relaxation lounge and Factory tour open throughout the evening.

Smyle designed a personalised interior for the main structure with custom-built food stations, a 24m long diamond shaped bar and a vast variety of furniture to suit all preferences.

Paula Pryke flowers complemented the designs enhanced by the lighting effects both inside and outside, washing the courtyard and surrounding buildings.

Alison Price created a supreme rolling canapés service from trays and the food stations, washed down with Berry Brothers & Rudd wines and their 1995 Vintage champagne, as well as cocktails provided by Diageo Reserve.

Music accompaniment was supplied by a Kemble Grand Piano alternating with a saxophone septet.

The event concluded with a cavalcade show designed by Smyle ; it consisted of a custom built 20m wide stage (with almost 6 tonnes of load bearing!) holding a neatly choreographed review of the first 100 years of Rolls-Royce Motor cars showcasing 14 cars, including one of the 35 produced Centenary Phantoms and the revolutionary experimental model, the cabriolet 100EX.

The music, narrative script, parni iconic projections and light show for the cavalcade were all completely designed to Rolls-Royce’s personal history, culture and unique specifications ; this diligent approach which Smyle promotes at the heart of its event philosophy ensured the event achieved all objectives and surpassed expectations!