RH announced a multi-year partnership as the Global Interior Design Curator for the Mercedes-AMG PETRONAS Formula One Team, reimagining hospitality environments across the team's global footprint. Beginning in late 2026, RH-designed spaces will debut at the Abu Dhabi Grand Prix before expanding to trackside destinations, hospitality venues and the team's U.K. Executive Headquarters, with future rollouts planned for Miami, Monaco and Silverstone.
Drawing on RH Interior Design's residential design expertise, the collaboration extends the brand's aesthetic beyond the home for the first time into motorsport hospitality.
As luxury lifestyle brands seek high-profile arenas to showcase design leadership, RH shows how luxury home brands are extending their design expertise into experiential environments, using global sports partnerships to showcase their aesthetic beyond traditional retail settings.
Image Credit: Mercedes-AMG PETRONAS Formula One/RH
Why This Trend Is Growing
- Trackside Luxury Hospitality
- Formula One venues are becoming immersive luxury showcases where premium design, dining and service concepts can redefine fan engagement and corporate hospitality.
- Residential-to-experiential Design
- Home-focused design brands are translating residential aesthetics into commercial and event spaces, creating new pathways for lifestyle influence beyond traditional retail.
- Sports-led Brand Showrooms
- High-profile athletic partnerships offer luxury labels globally visible environments that function as living showrooms for design identity, materials and spatial storytelling.
Industries Being Reshaped
- Luxury Furniture
- Premium furniture companies can expand from product sales into full-environment curation, positioning interiors as a branded experience across elite cultural and sporting destinations.
- Motorsports
- Racing organizations are evolving hospitality assets into design-forward lifestyle platforms that strengthen sponsorship value and differentiate guest experiences across global circuits.
- Hospitality Design
- The convergence of luxury residential sensibilities and temporary event venues introduces new demand for adaptable, high-end interiors tailored to mobile and prestige-driven audiences.
