Ascot

Sports hospitality experience re-energises raceday

Truth

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.

Change

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.

Success

+ 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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The concept centred around five craftsmen: the Farrier, the Groom, the Jockey, the Saddler and the Trainer.

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On 5's relaxed hospitality adds atmosphere and anticipation to a premium race-day experience.

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Get in touch

A London agency with a global reach

To discuss a potential project
please get in touch:

jim.thompson@20.20.co.uk
0044 20 7383 7071

For general enquiries
please email:

info@20.20.co.uk

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