PetrolHeadonism Underground.

Once a few shows have been planned, set up, manned and broken down again, the experience makes future shows a streamlined and efficient process. For most of these shows, there is an idea of how they are going to go and their style too. However, when a new one comes along there often isn’t a gauge.

As part of the performance product push in 2024, we worked with Motul in partnering with Ciro at Petrolheadonism. As well as being an automotive social media influencer, Ciro organises events throughout the year and one of these is Petrolheadonism Underground at Wembley.

This was a very different avenue for Motul. The types of cars, the location and the clientele made for a different experience for us on the stand and meant that we had to plan a different product list to take and design for the stand.

The world of Petrolheadonism celebrates extreme cars, whether that’s performance or aesthetics but it also draws a crowd due to the influencer connections. For the show, the Motul partnership with YouTuber AdamC gave us the opportunity to have his car on the stand that had been wrapped in a Motul livery.

Having his car on the stand was a huge draw and enabled us to talk to customers who were engaged with the products and the benefits of them too.

As well as this, we had to choose a car of the show and present the award to on stage representing Motul in the UK.