Luxury Sports Hospitality Reimagined | Living Lab

Luxury Sports Hospitality, Reimagined

Why traditional sports hospitality doesn’t work for luxury—and how Living Lab is rewriting the rules

Living Lab pioneers the future of luxury sports hospitality

At the intersection of fashion, sport, and hospitality, Living Lab creates environments that convert attention into brand equity. Our sensorial approach transforms elite events into immersive platforms—where narrative, design, and experience align to deliver lasting value.

- Deeper engagement — transforming premium access into emotionally resonant experiences
- Strategic storytelling — blending aesthetics, hospitality, and identity with precision
- Cultural relevance — placing your brand at the centre of global sport and style
- Enduring impact — creating value that extends beyond the event into influence and return

Let’s design the future of brand experience.

Mark Alexander Founder and CEO Living Lab

GET IN TOUCH

Email Living Lab

[email protected]

Living LAB Socials

Couture to Competition: The Rise of Luxury in Sports

From Chanel’s equestrian elegance to Dior’s tennis whites, fashion has always had a thing for sport. What began as aesthetic inspiration has evolved into full-blown commercial and cultural alignment.

LVMH has long flirted with sport – dressing icons, backing teams, and turning athletes into runway-calibre ambassadors. But its latest moves signal something far more ambitious. With a reported investment of over $100 million a year, the house of houses isn’t just showing up – it’s staking a claim. This isn’t a publicity play. It’s a power move. LVMH is no longer sponsoring sport; it’s becoming a global force within it.

So today, luxury brands are more than fans on the sideline – they’re stepping onto the pitch, the track, and the Olympic podium. LVMH’s global investment in the Paris 2024 Games, Formula 1, and even Paris FC proves that fashion doesn’t just want to sponsor sport – it wants to shape it.

But there’s a catch. And an opportunity.

To provide the platform luxury deserves rights holders need to move on from thinking they are just 200mph television networks - all about reach and find a balance between exclusivity and accessibility.

Mark Alexander CEO Living Lab

Adidas & Gucci

Tiffany & Hoops

Louis Vuitton & F1

Sinner & Gucci

LVMH & Paris Olympics

Branded Banners don’t Build Cultural Capital

Living Lab’s sense is that traditional sports sponsorship – logo placements, hospitality packages, trackside banners— hasn’t kept pace. They offer access, but not artistry. It’s flat. One-dimensional. Pre-set by rights holders who think in signage, not storytelling.

And that’s a problem for luxury.

Luxury thrives on nuance, emotion, and curation. It isn’t cookie-cutter. It’s living, breathing, and deeply experiential. And if the spaces in which these brands appear don’t reflect that, something is missed. To give us some perspective on this, let’s look at how fashion and luxury have expressed themselves in a hospitality environment outside of sports.

Living Lab's Adrenalin Lounge concept for SailGP

I'm personally so happy to be helping sports entities express their luxury side. It was something I ached to do at Loro Piana and building signature experiences in sports is super satisfying.

Simone Esposito Co Founder Living Lab

The Evolution of LUXURY Hospitality

From warehouse parties, immersive cafés and concept stores, fashion and luxury hospitality have always been about storytelling. Today, these experiences have grown more sensorial, more immersive, more … intentional. Luxury’s fascination with hospitality has evolved from novelty. Once limited to flagship cafés or airport lounges, brands like Miu Miu, Prada, and Louis Vuitton now treat experience as the most powerful form of access.

Living Lab's MCB concept lounge by Poliform for SailGP

But there’s a new frontier emerging—where taste, tactility, and adrenaline converge. Luxury brands are turning their gaze from café counters to courtside lounges, bringing sensorial storytelling into the arena of elite sport. At Living Lab, we see luxury sports hospitality as a bold, brand-building strategy. What started as latte art and branded matchbooks has evolved into creating immersive environments. Hospitality is no longer just about the physical space; it’s now a strategic approach. Living Lab is actively shaping its future, as explained by CEO Mark Alexander.

It reminds me of when we advised the Singapore Government to buy out Paddock Club. Paddock Club was white tablecloths, white wine, white gloves. The opposite of Singapore's spicy, cultural melting pot. Our advice was simple. Buy out Paddock Club and don’t serve guests—seduce them. Curate an experience that mirrors your energy.

That's the level of innovation that LVMH will be aiming for.

Mark Alexander CEO Living Lab

The Sensory Signature of Experience

Luxury sports hospitality could be a strategic platform for brand storytelling. At Living Lab, we translate spectacle into sentiment, crafting immersive experiences where design, emotion, and prestige collide. From MotoGP to esports, we’re rewriting the script for what luxury sports hospitality means in a world where experience is the new currency.

Luxury today is fluid, fast-moving, and emotionally driven. High-value consumers don’t live in silos—they move between fashion, sport, art, and technology with ease.

Relevance isn’t found in logos, but in atmospheres that speak to who they are and what they love. The opportunity? To meet them in the moment—where passion peaks and memory forms. That’s where brand loyalty is born. Living Lab is pioneering a new format: curated lounges at the world’s most elite sporting events. MotoGP, SailGP, esports. This is the new language of status: immersive, emotional, and unforgettable.