Atlassian Williams Racing has unveiled a new luxury guest suite in collaboration with DO & CO that seeks to redefine trackside hospitality experiences in Formula 1.<\/p>\n
Making its debut at this month\u2019s British Grand Prix at Silverstone, the iconic F1 team\u2019s new Paddock Club suite is a high-end home from home for Williams\u2019 most exclusive guests.<\/p>\n
Seamlessly blending tradition with innovation, the suite draws inspiration from the world\u2019s finest hotels and restaurants and reimagines them for the exhilarating experience of watching the fastest sport on the planet as a guest of one of its most successful teams.<\/p>\n
Every element has been carefully curated to create a world class hospitality experience celebrating the heritage and innovation associated with Williams, which has won nine Constructors\u2019 World Championships, seven Drivers\u2019 World Championships and 114 Formula 1 races.<\/p>\n
Created through a close partnership between Atlassian Williams Racing and DO & CO, a pioneer of Formula 1 Paddock Club hospitality since 1992, the suite marks a bold new chapter in motorsport hospitality \u2013 blending the team\u2019s heritage with contemporary design and dynamic guest experiences. Born out of the creative concept Modern Nostalgia, the experience redefines modern luxury: vibrant, sociable, energised and immersive.<\/p>\n
The design is a palette of classic British materials – walnut shelves, soft leathers, warm neutrals and light stone mixed with Williams\u2019 signature blue. Guests are immersed in the world of Formula 1 with race suits, driver helmets and steering wheels from past and present proudly on display. Fluted glass and inventive use of advanced technology semi-transparent screens add a luxe feel, while carefully-integrated lighting transitions the atmosphere from day to night.<\/p>\n
The centrepiece is a 23-seat central bar offering high seating in the hub of the suite as a focal point for coming together \u2013 a complete reimagining of the traditional F1 hospitality layout. The hub offers the opportunity for a \u2018chef\u2019s table\u2019 dining experience at certain events, with dishes paired with a bespoke Williams cocktail menu.<\/p>\n
Cutting-edge technology is evident in the exhilarating multi-screen wall, bringing to life the high-octane thrills of Formula 1 and insight into team\u2019s inner workings.<\/p>\n
The suite alsofeatures a curated blend of lounge seating, private dining spaces, semi-private nooks and integrated displays that bring the Williams story to life. A signature long \u201cfamily style\u201d table, inspired by the team\u2019s family heritage, offers a warm, communal setting for guests.<\/p>\n
Williams\u2019 Paddock Club suite serves as the base for the team\u2019s partners and invited guests to enjoy a truly unforgettable experience across a race weekend.<\/p>\n
It provides high-end catering and the finest wines, as well as the perfect vantage point over the F1 starting grid for watching track action. From there, guests are given privileged access to Williams\u2019 garage \u2013 standing just metres away from the cars and even watching sessions and sensing the sounds and smells of race day along with mechanics and race engineers in the inner sanctum.<\/p>\n
Drivers and engineers drop in to the Paddock Club suite across the race weekend to provide unrivalled first-hand insight into performance, often joined by other famous faces. And a fortunate handful of guests even get the chance to experience the track at high speed as part of the team\u2019s Hot Laps programme which debuted in Miami 2025 and is another clear indication of Williams\u2019 commitment to offering an unrivalled experience for their Partners.<\/p>\n
The Paddock Club suite is the team\u2019s hospitality centre at five races this year, travelling the globe to offer premium experiences at Silverstone, Singapore, Austin, Las Vegas, and Abu Dhabi. This will be expanded for 2026 and beyond, including for the team\u2019s 50th anniversary celebrations in 2027.<\/p>\n
Marcus Prosser, Marketing Director, Atlassian Williams Racing: \u201cAtlassian Williams Racing is attracting world-class partners who want to help deliver our mission to win World Championships again, and this new Paddock Club suite will provide a world-class hospitality experience along the way. We treat every partner and guest like a member of our team and are delighted to partnering long term with DO & CO who share our commitment to excellence and providing the guest experience in sport.\u201d<\/p>\n
Attila Dogudan, Founder & CEO of DO & CO: \u201cIt\u2019s been a real pleasure to collaborate with Atlassian Williams Racing on this project. They\u2019re a team with a proud history and a clear ambition for the future. At DO & CO, we pride ourselves as the gourmet entertainment company \u2013 working with iconic brands to combine culinary excellence with unforgettable experiences. Through this latest collaboration, we\u2019re honoured to celebrate the team\u2019s vibrant, welcoming spirit and to immerse guests fully in the world\u00a0of\u00a0racing.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Atlassian Williams Racing has unveiled a new luxury guest suite in collaboration with DO & CO that seeks…\n","protected":false},"author":2,"featured_media":15812,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[1687,372,6537,101,56,54,55],"class_list":{"0":"post-15811","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-f1","8":"tag-f1","9":"tag-formula-1","10":"tag-formula1","11":"tag-sports","12":"tag-uk","13":"tag-united-kingdom","14":"tag-unitedkingdom"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/15811","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=15811"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/15811\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/15812"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=15811"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=15811"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=15811"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}