Goodwood Festival of Speed

The brand stands that took pole position (more about copy than cars).

We headed to Goodwood Festival of Speed as a family for the first time, and it didn’t disappoint. The sun was out, the vibe was spot on, and thanks to some solid advice, we beat the traffic by arriving early and ducking out before 4pm (you’re welcome).

While most people were busy snapping supercars and racing legends, I was soaking up the standout brand experiences, clever copy, and brilliant design. Here are my top takeaways, from someone who’s definitely not a car fanatic (aka: not the target audience!).

Goodwood isn’t just an event. It feels like a community

Everyone is welcome. Genuinely. From the moment we arrived, people were warm, friendly, and actively encouraged the kids to get involved. And I mean everyone, from those directing traffic, to the people serving food and drinks, to the staff on the stands. It made a huge difference. We felt completely at ease to explore, ask questions, and enjoy ourselves.

Brands that interacted, won

Lotus was a standout. Firing T-shirts into the crowd, handing out posters to kids, removing barriers around cars (even the Ayrton Senna car), and making sure their team engaged with visitors. It was a textbook example of connection.

MINI created an entire village, complete with a climbing wall the kids couldn’t get enough of.

Land Rover Defender, sponsors of England Women’s Rugby team, had a fun ball-passing game involving rugby balls and Defender wheels. Our 9-year-old made the leaderboard!

MG handed out sun hats and paper fans, perfect for a 30-degree day.

Land Rover Discovery offered adult test drives and a mini track for kids. Simple. Effective. Brilliant.

When I asked the kids what they loved most about the day, it was the things they did that stood out over what they saw.

Exclusivity doesn’t work here

Lamborghini’s sleek, minimalist, invite-only stand missed the mark. It looked great, but the event is all about breaking down barriers between the public and the automotive world (as confirmed by my friend who works in motorsport). You could casually bump into Bernie Ecclestone (which we did) or high-five F1 legends. That openness is part of the magic.

Even Rolls-Royce, as luxury as they come, invited everyone in to explore their (very high-end) space and connect with their brand heritage story. That openness paid off.

Many brands missed an opportunity to connect

Too many brands leaned heavily on their staff to engage. But when stands are swamped with people, two or three team members just aren’t enough. Some assumed visitors already knew their story, skipping signage, timelines or context.

Lotus stood out again here with a clear, impactful video display. But others missed a trick. A simple timeline or “What You’re Looking At” sign would have done wonders.

Canyon Bikes had some solid text elements, but the brand activation lacked energy. The Tour de France was literally happening at the time. You could watch it at the stand, but why not go further? A playful, interactive tie-in would’ve made the experience far more memorable.

Jaguar Land Rover nailed the brief

Remember the uproar over Jaguar’s rebrand? Part of me wishes the Goodwood stand was the rebrand launch. It was that good.

The design was architectural and bold. The structure soared into the blue sky, with angular steps leading you to a hidden concept car space. Inside: stunning curves, rich textures, and thoughtful storytelling along the walls.

From there, we were guided across a serene courtyard, complete with water feature, into the Land Rover Defender space: angular, rugged, gold-toned, with interactive screens to design your own vehicle.

Then came Land Rover Discovery, easily one of my favourite activations. The atmosphere shifted instantly. Seagull calls, swaying sails, and tall reeds transported you into holiday mode. On the wall? A giant map of Britain with suggestions for places to explore. I loved it.

My takeaway

Goodwood Festival of Speed isn’t just for petrolheads; it’s a celebration of storytelling, community, and brand experiences done right. In a world increasingly shaped by AI and digital, events like this are a rare and powerful chance for brands to connect in the real world through tangible experiences that people can see, touch, and feel. The brands that leaned into that physical, human experience are the ones we’ll remember long after the engines stopped.