London - Kensington Palace
The Goff’s London Sale
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Goffs London Sale, a boutique thoroughbred auction held on the eve of Royal Ascot, offers a unique platform to buy and sell Royal Ascot entries and international racing prospects as well as elite breeding stock.
Held in the beautiful setting of Kensington Palace Gardens, this is the curtain raiser to the most prestigious week in flat racing.
Over the past 4 years, my role in the sale has evolved significantly. Beginning as an assistant event producer, I quickly transitioned into the position of production and event producer, and subsequently broadened my responsibilities to include securing sponsorships and brand partnerships.
This event is built around four main temporary structures, each carefully designed to create an immersive and engaging experience. The entrance walkway features a step and repeat, welcoming guests into the event in style. The sponsors' area boasts raised decking, providing a prime vantage point from which to take in all the excitement. In addition, two bar/catering areas offer a relaxed and comfortable atmosphere for guests to unwind and socialize.
The centrepiece of the event space is the auction pen, artfully positioned at the heart of the action. Here, a raised stage awaits the auctioneer, commanding attention and setting the tone for the event. To ensure that all guests can fully immerse themselves in the proceedings, large LED screens have been thoughtfully installed, offering live feeds of the auction and television coverage. This seamless integration of technology and design ensures that guests can fully engage with every moment of the event.