The British Pullman,
A Belmond Train

Ahead of the renewed partnership with Goodwood Festival of Speed, TAG Heuer hosted key press, influencers and retail partners on the luxury train for the key race day. The brand secured exclusive use of an entire carriage, for which I led the creative direction and experiential design, ensuring a fully immersive brand journey from the point of arrival.

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Drawing on the established aesthetic of the British Pullman, a refined design approach was developed that sensitively integrated TAG Heuer’s visual identity, balancing heritage cues with contemporary brand expression to elevate the overall guest experience.