Sports hospitality experience re-energises raceday

Brand Experience - Sport - Hospitality


When Ascot challenged us to replace 14 hospitality boxes with a premium lounge restaurant to help their Grandstand realise its full commercial potential, we recognised that guests were often more excited by the ceremony of a day at the races than the sport itself. The success of this space would rely on truly re-engaging Grandstand guests with the thunder of hooves on the track.

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From interior concept to completion, we created a narrative, design language, name and brand identity for On 5 that would offer guests a glimpse of the graft behind the Ascot glamour. Inspired by the five craftsmen behind every thoroughbred, On 5 is a relaxed and elegant fine-dining lounge that offers a more premium and more atmospheric raceday experience than a box, while remaining flexible enough to host the broad range of events within Ascot’s prestigious calendar. 20.20 worked with appointed architects to deliver this transformation.


+ Sold out to capacity on each day of Royal Ascot, 2014. Consistently selling out race meetings since. + Spearheading Ascot’s double digit growth in non-raceday events + Since launch, Ascot have achieved a 17% uplift in sales revenue across fine dining + Highest-scoring Ascot hospitality experience overall at Royal Ascot in 2014 + Winner, Racecourse Association awards, Best Food & Beverage 2014.

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