Guests watch a live Q&A in the Schumacher Lounge with the race on screen

The Driver Lounge: the Schumacher Lounge at Monza

Creating immersive Formula 1 hospitality around Michael Schumacher’s career and legacy, endorsed by his family and supporting the Keep Fighting Foundation.

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Brand: The Driver Lounge, co-founded by Rich Soddy and James Paton
Event: The Schumacher Lounge, Formula 1 Italian Grand Prix, Monza
Editions: 2025 (inaugural) and 2026
Charity partner: Keep Fighting Foundation

Case study · Events and hospitality

Overview

Co-founded by Sebadore’s Rich Soddy and James Paton, The Driver Lounge creates trackside hospitality built around racing legends. Each experience combines personal stories, memorable cars and appearances by people who knew them, while supporting causes close to them.

The Schumacher Lounge launched at the 2025 Italian Grand Prix in Monza, with the endorsement of the Schumacher family and in partnership with the Keep Fighting Foundation.

We developed the concept and delivered the experience from the ground up, bringing together suite design and production, commercial partnerships, Formula 1 talent, charitable fundraising and guest operations.

Returning in 2026, the Lounge brought Michael’s career to life through cars, race-worn memorabilia and stories from Formula 1 personalities including Rubens Barrichello. It demonstrates how we combine motorsport knowledge, creative thinking and hands-on delivery to build a complete hospitality experience.

Inside the Schumacher Lounge at Monza, with dining tables, the bar and Keep Fighting columns beneath a mezzanine — Inside the Schumacher Lounge, Monza.

Testimonial

Sabine Kehm on the Schumacher Lounge

The lounge was beautiful. I was amazed at what the Team were able to create and seeing so many people celebrate Michael’s exceptional racing career was very moving. I think the Driver Lounge team had the utmost care and respect for Michael’s legacy. He deserves to be appreciated in such a wonderful way.

Sabine Kehm

Michael Schumacher’s manager

What we delivered

Concept and curation
We created the Schumacher Lounge concept, shaping the experience around Michael’s career through personal stories, cars and memorabilia.
Stakeholder coordination
We coordinated with ACI, F1 Experiences, suppliers and event stakeholders to bring the Lounge to life at Monza.
Suite design and build
We designed and installed the trackside hospitality space with specialist design and production partners.
Brand partnerships
We brought together partners including Bonhams Cars, Heineken, Moët, Whispering Angel, LEGO and Netflix, integrating their involvement into the guest experience.
Formula 1 talent
We sourced, booked and briefed Formula 1 personalities, coordinating appearances, interviews and guest Q&As.
Guest experience
We managed guest communications and on-site hospitality, creating a welcoming experience from booking through to departure.
Charitable fundraising
We coordinated fundraising activity, including an auction with Bonhams supporting the Keep Fighting Foundation and Instituto Barrichello.