Eyecatching hospitality at the 24H Le Mans race
British car brand Aston Martin utilized a three-story hospitality accommodation by Losberger De Boer and iEvent to make their presence known at the famous 24H Le Mans.
The Le Mans 24 hour race is one of the biggest motorsport events of the year. With so many big brands in one location, it's not easy to stand out. Aston Martin succeeded.
To give Aston Martin the exposure that matches the brand's stature, an eye-catching, three-story hospitality accommodation was built. The structure was tailor-made to create the ultimate brand experience and even included a cinema space. Aston Martin, in turn, took advantage of the many 'branding opportunities' that the structure offers by having the entire exterior executed in the brand house style.
Showrooms, merchandising stands and extended pit lane
Losberger De Boer supplied many brands with temporary space solutions at the Le Mans site. For example, she provided Rebellion and Total with large, tailor-made hospitality facilities, both two stories high. As with Aston Martin, the modular character of all Losberger De Boer products was used here; the accommodations all consisted of a combination of Premier and Anova structures.
For Matmut, Losberger De Boer delivered a combined showroom and merchandising stand. Thanks to the transparent roof of the Delta structure, the cars on display were shown to their best advantage in natural daylight.
Losberger De Boer also provided brands and teams with various merchandising stands and temporary driver's quarters. In addition to this, the existing Le Mans pit lane was expanded utilizing Losberger De Boer structures, zo that the United Autosports team also had a fully-fledged pit lane accommodation during this important race.
Having to build numerous large, tailor-made structures in a limited amount of time, the logistics side proved to be the biggest challenge Losberger De Boer faced during this project, says Francis Scholten, Managing Director International Projects & Middle East of Losberger De Boer. "Our structures are spread out over an immense area, where a lot of work has to be done by a lot of suppliers. Moreover, everything has to be done within a few days. Excellent preparation is crucial because every part has to be in the right place at the right time."
Bringing ideas to life
Events agency iEvents again chose to collaborate with Losberger De Boer for the Le Mans project. "iEvent creates unique moments during major events. To do this, we need to work with trusted partners, that can bring our creative ideas to life. That's why we work with Losberger De Boer, to be able to rely on their know-how. At Le Mans, we have created many unique projects! Whether by their size, their specificity as well as their realization including strong constraints, especially temporal, each edition of Le Mans has many challenges that we face together."