“The Regal” for Chivas Regal’s Scuderia Ferrari HP Partnership 2025

Client: Chivas Regal

For the debut season of the Chivas Regal x Scuderia Ferrari HP partnership, Momentum designed and delivered The Regal experience platform, created as a production system capable of operating inside one of the most demanding live environments in the world. Across four international Grand Prix, production shifted locations, time zones and live broadcast conditions, and integrated local cultural programmes, all while maintaining a consistently premium finish.

Rather than treating each race as a standalone build, The Regal was engineered as a modular, travelling solution. Assets were designed to move, reconfigure and evolve across markets, balancing efficiency with a level of craft that ensured the experience never felt repeated or compromised. This system-led approach allowed the environment to flex to different circuits, schedules and cultural contexts, while remaining unmistakably Chivas. Production decisions were used to elevate the experience, not just enable it. Chivas Regal’s signature gold colour was carefully calibrated across materials and lighting to read as consistent and refined under varied conditions and spaces. Integrated architectural lighting, bespoke set elements and precision staging ensured atmosphere, functionality and visual impact all worked in unison. Going beyond the brief, Momentum invested in detail and local intelligence, and the result was a production model that strengthened race by race, exceeded expectations for a debut season, and set a thrilling tone for the partnership’s future seasons.