Perfecting Paddock Club in Miami
Miami is one of the few Formula 1 races on the calendar that owns and runs its own Paddock Club hospitality, and with that comes not only construction but design and the guest experience.
For the 2023 Formula 1 Crypto.com Miami Grand Prix promoter South Florida Motorsport made a multi-million dollar investment to build a three-tier permanent structure that likened building a skyscraper on its side. But constructing the building is just the start; once the building was ready NKrush was tasked with managing the design of seven suites including spaces for Chairman Stephen Ross, Managing Partner Tom Garfinkel, as well as a selection of the races’ partners including J.P. Morgan and AutoNation.
We catch up with one of NKrush’s Account Managers Bailey Longden-Hill who led the six-month design project.
Q: How did the suites go from a blank canvas to hosting thousands of guests for the Formula 1 Crypto.com Miami Grand Prix?
BLH: “It starts with understanding the suite owners’ vision for the space, their personality and within that we also have to consider functionality. We collaborate with interior designers to create mood boards and then work hand-in-hand with the client until we get to a point where the full designs are created and signed off.
“There are a lot of areas to think about when designing a suite from brand guidelines, artwork, wall coverings, TV/LED screen positioning, soft furnishings, florals thinking about the temperature of the spaces, fragrance - each had its own scent - to the overall layout and ratios of lounge space to dining – there’s a lot to consider aside from just how it looks!
“Setting the suites took three weeks and it was incredible to see it all come together. When we go live for the three-day event and have guests enjoying the hospitality it’s about space maintenance, ensuring the suites stay functional and stylish.”
Q: How did NKrush’s prior knowledge of Formula 1 help with this project?
BLH: “Through our many years of experience within the sport we understand how guest spaces need to function, but also niche elements, and this may sound minor, but for example there is a Rolex commemorative table cloth that has to be in place. We also have the contacts to be able to source historical imagery to really showcase Formula 1 over the years and play tribute to some of the best moments in the sport.”
Q: What did you enjoy most about the project?
BLH: “‘One Team, One Dream’ is a mentality that was really taken on by everyone involved! Each and every person was truly committed to the success of the project, had a fantastic attitude, flexible way of working, a solution driven mindset and were a lot of fun too. This was not only critical to the success of the design, but also the guest experience.”
Q: Did you have a favourite item?
BLH: “It has to be the Vesta boards! Think something from a historical era you’d expect to see at Grand Central station in New York. They were installed in Stephen Ross and Tom Garfinkel’s suites and gave a real element of theatre, looking like art in themselves and really caught guest attention. They were programmed to change every hour and display inspirational quotes and song lyrics.”
Q: And finally, what was your favourite suite?
BLH: “For me, it was the Formula 1 suite – it was beautiful, elegant and luxurious. For 2023, the brand created a new suite of artwork that included the logo in the shade terracotta and we were able to pull that new colour through to various elements in the suite including soft furnishings and florals.”
Managing the design of Miami’s Paddock Club is just one element of the wide-ranging work NKrush undertakes on behalf of the race in the sunshine state.