Honda Goodwood, UK

Project Summary:

Designed to reimagine the conventional automotive exhibit, Honda’s stand at the 2025 Goodwood Festival of Speed offered an immersive, film set-inspired experience crafted to showcase the brand’s electrified future in a dynamic and participatory way. Conceived to evoke the magic of cinema, the space featured distinct thematic zones-action, sci-fi, and adventure, each aligned with a key vehicle or product narrative. Visitors were invited to step into the spotlight, filming scenes atop the Civic Type R, posing for AI-generated movie posters, and even “flying” on a suspended HondaJet wing. 

The build combined theatrical set design with interactive technology, creating a bold platform for product debuts including the Prelude hybrid prototype, the Honda 0 SUV, and the Super EV Concept, each staged with dramatic lighting and set design.
The motorcycle and lifestyle areas were equally experiential, with EV concepts and tools like the Miimo robotic mower embedded in contextual storytelling environments. Screens throughout the stand looped stylized sequences to enhance the narrative, while careful spatial planning encouraged exploration and engagement. Every detail of the build was developed to blur the line between exhibition and experience, transforming Honda’s presence at Goodwood into a cinematic celebration of innovation, electrification, and design-led storytelling.

Role:

3D Design Lead / Design Director 

On this project, my responsibilities included leading the design development, working closely with the Creative Director to shape the overall 3D concept and ensure the narrative was seamlessly integrated into the spatial design.
I collaborated with a team of graphic designers, artworkers and junior 3D designers to bring the creative vision to life, managing the workflow and providing guidance across visual development and design iterations.
I also worked closely with our technical team and external contractors to produce comprehensive detail drawing packs, ensuring the concept translated accurately into physical execution. Alongside this, I supported the Creative Director in creating and maintaining artwork and build decks, which helped us track all creative assets, align stakeholders, and keep the build process on schedule.
My role sat at the intersection of creative direction, team coordination, and technical delivery, ensuring the stand was not only visually impactful but also buildable and aligned with Honda’s brand and objectives.