One of the projects I’m incredibly proud of was creating and launching the Pink Diesel Rosé Wine Bar at the iconic Epsom Downs Racecourse during the legendary The Derby — one of the most prestigious and internationally recognised events in the racing calendar.

Set against the energy, glamour and tradition of Derby weekend, the concept was designed to bring a fresh, elevated and highly visual rosé experience to racegoers, blending luxury hospitality, lifestyle branding and experiential marketing into one standout destination. More than just a bar, it became a social hub within the event — designed for people to gather, celebrate, connect and fully immerse themselves in the Pink Diesel world.

From the creative direction and brand positioning to partnerships, guest experience and atmosphere, every detail was curated to feel bold, memorable and unmistakably on-brand. The project perfectly captured the intersection of luxury, entertainment and community-building — creating a space people didn’t just visit, but actively wanted to be seen at.

Being part of such an iconic British sporting event reinforced the power of experiential branding when it’s done properly: creating moments, emotion and visibility that live far beyond the event itself.