Sahara Force India VIP Paddock Club

Adding style and sophistication to Sahara Force India Formula One Team’s Paddock Club.


Pangaea Creative has created a new look and feel for Sahara Force India Formula One Team’s Paddock Club adding style and sophistication to the core of the team’s hospitality experience.
The design was launched at the 2012 Airtel Indian Formula 1™ Grand Prix and will be implemented at all races where Sahara Force India run Paddock Club hospitality. The team hosted over 400 guests a day over the race weekend making it the largest F1 hospitality events in recent years.

“The key to the design was to create an environment that is an alternative experience to the garage rather than just an extension of it” says Joe Swallow, Creative Partner at Pangaea Creative.
“Our aim was to create a hospitality experience and journey like no other; to provide a suite that not only entertains during meals, but for the entirety of a guest’s stay. At the heart of this is interactivity – a premium hospitality experience is a two-way thing – and ultimately the more you put in and immerse yourself in the Sahara Force India team’s brand, the more you get out of it.”


A clean white canvas with subtle geometric branding allows a focus on lighting and imagery to best portray the Sahara Force India brand, transforming the brand from 2D to 3D. Tone-on-tone vinyl offers an un-intrusive method of displaying information so guests can actively choose what to explore and read. The subtlety of this approach means guests will constantly uncover new information throughout the day.


Car parts and team equipment, including overalls and gloves, are displayed behind acrylic geometric windows built into a bespoke cavity wall.


“Paddock Club is the ultimate hospitality experience and so it is important that the design of the environment reflects this. Pangaea’s design works superbly by mixing a sleek minimalist design with subtle graphics visible only on close inspection”


says Ravi Sabnavis, Head of Marketing, Sahara Force India.
“We have a Paddock Club we can be proud of and to launch it at our home Grand Prix in India has made it extra special.”