British car brand Aston Martin utilized a three-storey hospitality accommodation by Losberger De Boer and iEvents 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 on one location, it’s not easy to stand out. Aston Martin succeeded. In order to give Aston Martin the exposure that matches the brand’s stature, an eye-catching, multiple-storey hospitality accommodation was built. The structure was tailor-made to create a 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 car brand’s house style.
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 storeys high. 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, so 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.
Hospitality area of Aston Martin in Le Mans (photo: Losberger)