Designing Cadillac's Proposed Home at Silverstone Before the Team Raced

A new team on the Formula 1 grid has one chance to make a first impression. As Cadillac prepared to join, we designed their proposed home at Silverstone: the full event space, and the way it would connect into the circuit itself.

The word "proposed" matters. Nothing existed yet to photograph, so the design had to do the persuading. That is where 3D earns its place in events work, because a client can walk through a space that has not been built and judge whether it feels like the brand they are about to become.

We start with the footprint and the flow, not the finish. At a circuit, a hospitality space does not stand alone. It sits among grandstands, paddock routes and other teams' presences, so the connection to the circuit matters as much as the building. Where do guests arrive, where do they pause, and where can they see the track?

The brief called for a bold arrival. A brand stepping onto the world's biggest motorsport stage needs to look confident without copying the established teams, so the design needs to feel assured rather than borrowed.

Materials and lighting do much of the work. We test how surfaces read at different times of day, because a space that looks sharp at noon can look flat in the evening. Rendering that early is far cheaper than discovering it on site.

We have designed for other motorsport and automotive names, including Ferrari at the Festival of Speed and Maserati at Goodwood. Each taught us the same lesson: let the product and the brand's character lead, and keep the architecture quiet enough to support them.

If you are preparing for a launch or a major event, our events and exhibitions page shows the range, and our Marlow studio can talk through what a pre-build 3D concept would look like for your space.