Placing Bentley in prime position for F1® Australian Grand Prix

Bentley \ F1 Grand Prix


When it comes to Formula One, your place in the lineup gives you an unbeatable competitive advantage. So Bentley asked us to help position them as key players at Grand Prix, host VIPs, launch Bentley Supersports and build brand awareness at this iconic Australian event.


Bentley is a brand built on a legacy of craftsmanship, luxury and the pursuit of perfection. So every last detail of their Paddock Club experience at the Australian Grand Prix needed to ‘be extraordinary.’

Neonormal rose to the challenge — creating a 5-car display in pride of place at Champions Gateway, drawing in crowds and capturing new fans. We also designed and built an exclusive, multi-faceted Bentley Suite which served as the VIP lounge for high-profile guests, a private dining space and a showroom for the Bentley Collection.

Along with the premium styling elements, soundscape and scents throughout the Suite, we created a custom-built Mulliner display to house limited edition luxury collectors items and showcase partner products. Stepping further into the Studio area, guests could use the ‘Inspirator’ app to choose their ideal car, and then work on bespoke details with a Bentley Designer, matching the vehicle to their personal style.


Bentley hosted their guests in world-class style, delivering a premium Grand Prix experience for those who expect the extraordinary.

The Suite was even nominated ‘Best 
on Ground’ by 3AW. Additionally, the 
on-ground activations also served to reintroduce the marque to motorsport enthusiasts, car lovers and Formula One fans as a power player in the Paddock.

“The level of client care, attention to detail and professionalism added lots of value and enriched our customer experience. It truly was an ‘Extraordinary’ live activation thanks to you.”


What we did

  • Strategy
  • Design + Build
  • Events
  • Corporate Hospitality
  • Sponsorship
  • Product Launch
  • Brand Activation
  • Digital Content