Atlassian Williams Racing Redefines Modern F1 Hospitality with New Paddock Club Suite

Published on
22 Jul 2025
Est. reading time
4 Min

Atlassian Williams Racing has unveiled a new luxury guest suite in collaboration with DO & CO

Atlassian Williams Racing has unveiled a new luxury guest suite in collaboration with DO & CO that seeks to redefine trackside hospitality experiences in Formula 1.
Making its debut at this month’s British Grand Prix at Silverstone, the iconic F1 team’s new Paddock Club suite is a high-end home from home for Williams’ most exclusive guests.
Seamlessly blending tradition with innovation, the suite draws inspiration from the world’s finest hotels and restaurants and reimagines them for the exhilarating experience of watching the fastest sport on the planet as a guest of one of its most successful teams.
Every element has been carefully curated to create a world class hospitality experience celebrating the heritage and innovation associated with Williams, which has won nine Constructors’ World Championships, seven Drivers’ World Championships and 114 Formula 1 races.
Created through a close partnership between Atlassian Williams Racing and DO & CO, a pioneer of Formula 1 Paddock Club hospitality since 1992, the suite marks a bold new chapter in motorsport hospitality – blending the team’s heritage with contemporary design and dynamic guest experiences. Born out of the creative concept Modern Nostalgia, the experience redefines modern luxury: vibrant, sociable, energised and immersive.
The design is a palette of classic British materials - walnut shelves, soft leathers, warm neutrals and light stone mixed with Williams’ signature blue. Guests are immersed in the world of Formula 1 with race suits, driver helmets and steering wheels from past and present proudly on display. Fluted glass and inventive use of advanced technology semi-transparent screens add a luxe feel, while carefully-integrated lighting transitions the atmosphere from day to night.
The centrepiece is a 23-seat central bar offering high seating in the hub of the suite as a focal point for coming together – a complete reimagining of the traditional F1 hospitality layout. The hub offers the opportunity for a ‘chef’s table’ dining experience at certain events, with dishes paired with a bespoke Williams cocktail menu.
Cutting-edge technology is evident in the exhilarating multi-screen wall, bringing to life the high-octane thrills of Formula 1 and insight into team’s inner workings.
The suite alsofeatures a curated blend of lounge seating, private dining spaces, semi-private nooks and integrated displays that bring the Williams story to life. A signature long “family style” table, inspired by the team’s family heritage, offers a warm, communal setting for guests.
Williams’ Paddock Club suite serves as the base for the team’s partners and invited guests to enjoy a truly unforgettable experience across a race weekend.
It provides high-end catering and the finest wines, as well as the perfect vantage point over the F1 starting grid for watching track action. From there, guests are given privileged access to Williams’ garage – standing just metres away from the cars and even watching sessions and sensing the sounds and smells of race day along with mechanics and race engineers in the inner sanctum.
Drivers and engineers drop in to the Paddock Club suite across the race weekend to provide unrivalled first-hand insight into performance, often joined by other famous faces. And a fortunate handful of guests even get the chance to experience the track at high speed as part of the team’s Hot Laps programme which debuted in Miami 2025 and is another clear indication of Williams’ commitment to offering an unrivalled experience for their Partners.
The Paddock Club suite is the team’s hospitality centre at five races this year, travelling the globe to offer premium experiences at Silverstone, Singapore, Austin, Las Vegas, and Abu Dhabi. This will be expanded for 2026 and beyond, including for the team’s 50th anniversary celebrations in 2027.
Marcus Prosser, Marketing Director, Atlassian Williams Racing: “Atlassian Williams Racing is attracting world-class partners who want to help deliver our mission to win World Championships again, and this new Paddock Club suite will provide a world-class hospitality experience along the way. We treat every partner and guest like a member of our team and are delighted to partnering long term with DO & CO who share our commitment to excellence and providing the guest experience in sport.”
Attila Dogudan, Founder & CEO of DO & CO: “It’s been a real pleasure to collaborate with Atlassian Williams Racing on this project. They’re a team with a proud history and a clear ambition for the future. At DO & CO, we pride ourselves as the gourmet entertainment company – working with iconic brands to combine culinary excellence with unforgettable experiences. Through this latest collaboration, we’re honoured to celebrate the team’s vibrant, welcoming spirit and to immerse guests fully in the world of racing.”
Contact & Media
Corporate
Store
Shipping Location
---
Stay in the Loop
Powered By
© the Williams Group, under licence to Williams IP Holdings LLC
Williams Grand Prix Engineering Limited is a company registered in England and Wales under company number 1297497. Its registered office is at Grove, Wantage, Oxfordshire, OX12 0DQ
Powered By