Case Study: Abarth Launch Experience at Thetford Farm Barn
Client: Abarth UK
Event Type: New Vehicle Launch – Abarth 600e
Location: Thetford Farm Barn, South Lincolnshire
Attendees: Press for automotive media drive
The Brief
Abarth UK required an exclusive, branded launch experience for the highly anticipated 600e – their first fully electric SUV. The event needed to combine performance heritage with future-forward innovation. Thetford Farm Barn was selected for its private rural setting, large indoor showroom space, and proximity to the test track just 40 minutes away.
Our Solution
Thetford Farm Barn delivered a fully managed, tailored launch solution that highlighted every feature of the Abarth brand:
Branded & Tailored Experience
- The entire venue was styled with Abarth branding, from entry banners to light projections.
- Guests were welcomed with personalised itineraries and test drive slots.
Internal Showroom Reveal
- The internal barn showroom space provided the perfect setting for the dramatic car reveal.
- Advanced lighting, sound, and custom AV presentations brought the Abarth 600e to life indoors.
Exclusive Rural Location
- The secluded countryside backdrop created a controlled, media-friendly environment with no distractions.
Easy Access & Parking
- On-site parking for 120 vehicles, including HGV access for car transporters.
- Extensive EV charging stations allowed press and VIPs to recharge both their vehicles and themselves.
Media & Test Drive Ready
- Located just 40 minutes from the test track, guests could experience the car’s real performance.
- Scenic rural roads surrounding the venue offered ideal routes for test drives and rolling video shoots.
Bespoke Hospitality
- Our catering partners delivered a curated menu with Italian-inspired cuisine and sustainable ingredients.
- Flexible catering areas meant guests could dine while viewing the car or between drive sessions.
On-Site Professional Support
- Our dedicated events team coordinated logistics, AV, and hospitality, allowing the Abarth team to focus on their guests.
- Full booking flexibility and a rapid turnaround ensured minimal stress and maximum impact.
Outcome
The launch was hailed as a success by both the Abarth team and attending media:
Post-launch buzz included:
- media articles and influencer videos
- social shares
- Outstanding guest experience rating
Looking Ahead
The success of the Abarth 600e launch has positioned Thetford Farm Barn as a go-to destination for automotive events in the East Midlands. Are you looking for a venue with showroom to launch your product? Get in Touch with our friendly team.
