Executive Summary
In today’s experience-driven world, location is no longer a limit. Porsche AG and St. Regis Hotels & Resorts partnered to deliver something extraordinary during the iconic 24 Hours of Le Mans. Together with Liffin Events, they created a full-scale luxury glamping resort, located directly on the racetrack. It was a unique blend of five-star comfort and high-octane motorsport, where guests fell asleep to the sounds of engines and woke up to champagne service.
This case marks a fundamental shift in how hospitality brands can show up in the world. Not tied to permanent real estate, but activated in the heart of unforgettable experiences. This whitepaper outlines how hotel brands can now establish presence where there is no hotel, and how motorsport organizations can elevate their event experience with tailored luxury accmmodations.
The Project: Porsche x St. Regis x Liffin at Le Mans
The Challenge
Deliver a hospitality experience that meets the ultra-high standards of Porsche and St. Regis, in the demanding, high-pressure environment of a 24-hour endurance race.
The Solution
A fully designed and serviced luxury glamping resort, constructed and operated by Liffin Events. Located within meters of the track, it featured premium canvas suites, real beds, curated furnishings, private amenities, personalized services, and a champagne bar. Everything aligned with the refined elegance of the St. Regis brand and the high-performance identity of Porsche.
The Result
A hospitality experience that pushed boundaries. Global brand presence in a place where no hotel can normally operate. A new benchmark for immersive guest experiences at major events. And a replicable model for future partnerships across motorsports and luxury brands.
Why This Matters
For Motorsport Organizers
Offer VIP guests and partners a hospitality layer that adds significant value. Enhance your event’s prestige and elevate the overall visitor experience. Generate new revenue through premium overnight packages and brand activations. Attract premium sponsors and audiences seeking elevated experiences
For Hotel Brands
Claim visibility and relevance where your physical footprint does not exist Bring your guest experience to new, exclusive environments Turn high-impact moments into brand-led hospitality Test and grow markets through short-term activations, without permanent investment.
A New Model for Luxury Hospitality
Liffin Events enables hotel brands, event owners and sponsors to deliver luxury hospitality wherever it matters most. Whether on a racetrack, in a remote natural setting, or at the center of a cultural moment, we design and build spaces that bring your standard to life.
Our services include
- Brand-driven concepting and design;
- On-site resort construction and operations;
- Full guest services and trained hospitality staff;
- Power, climate control, private bathrooms and back-of-house infrastructure;
- Scalable capacity from 100 to over 10,000 guests.
Each project is fully tailored to your brand DNA, your audience, and the requirements of the event.
The Future of Hospitality is Experimental, Brand-Led & Mobile
This project is just the beginning. Whether you are a motorsport organizer, a global hotel group or a luxury brand seeking new ways to connect, the opportunity is here. The only question is: where do you want your guests to wake up next?