Kirill Logachev, the visionary behind GPCLUB and a former strategic force at Amber Lounge, shares how his passion for motorsport and dedication to meaningful, high-end experiences are shaping the next evolution of Formula 1 hospitality — where exclusivity, storytelling, and emotional connection redefine what luxury truly means.
Formula 1 hospitality is known for offering some of the most exclusive experiences in the world. How do you define luxury hospitality, particularly through the lens of projects you’re developing today?
Luxury today is about access — not just to beautiful spaces or premium services, but to moments, people, and environments that can’t simply be bought off the shelf, no matter how much money is spent. It’s about thoughtful curation: understanding what will feel special to a specific group of guests and crafting an experience around that. The kind of luxury we strive to deliver with GPCLUB is subtle but powerful — built on the belief that personalisation, authenticity, and meaningful connections are the new markers of exclusivity.
Having played a key strategic role in the development of Amber Lounge, how has that experience influenced your vision for crafting the next evolution of luxury F1 hospitality with GPCLUB?
With Amber Lounge, we redefined the Formula 1 lifestyle — a one-of-a-kind entertainment destination where royalty, celebrities, and the F1 fraternity come together for unforgettable nights of fashion, music, and celebration. After nearly a decade contributing to its growth, I’m proud of the role we played in shaping such an iconic brand.
With GPCLUB, we’re moving in a more focused, curated direction. While the hospitality landscape around F1 has expanded, our passion for motorsport remains central. It’s less about scale and more about synergy — bringing the right people together in environments designed to inspire and connect on a deeper level.
Formula 1 has evolved into a lifestyle brand in its own right. How important is hospitality in shaping the overall perception of the sport, particularly for sponsors, celebrities, and VIP guests?
Hospitality is often the first — and most lasting — impression many high-profile guests have of the sport. It’s where the magic happens off the track. For sponsors, celebrities, and decision-makers, these curated environments provide a space to engage with the essence of Formula 1 in a way that’s emotional, elevated, and culturally relevant. The racing may draw viewership in, but it’s the hospitality that deepens the connection and shapes the overall perception of F1 as a luxury lifestyle platform.
When curating a world-class F1 hospitality experience, what are the critical details that often go unnoticed but make the biggest difference in the guest experience?
Knowing guests by name, anticipating their preferences, understanding the rhythm of movement, managing the energy of a space — these micro-details create the macro-experience. Chemistry and atmosphere don’t happen by accident; they’re the result of precision and empathy.
Sustainability is increasingly becoming part of the conversation in both luxury and motorsport. How do you approach sustainable practices in high-end hospitality without compromising on opulence or exclusivity?
We believe sustainability and luxury can coexist — if approached intelligently. It starts with partnering with suppliers who share our values. While it’s true that motorsport as an industry presents inherent challenges, we can still make intentional choices behind the scenes. Our aim is to be mindful, to reduce unnecessary waste, and to support vendors and logistics that reflect a more future-conscious way of doing things — without compromising on the overall quality or sense of occasion.
Looking ahead, what trends do you see shaping the future of hospitality in Formula 1 and luxury lifestyle events more broadly?
The future of high-end hospitality is more curated, more personal, and more narrative-driven. Guests are looking for deeper meaning behind the glamour — they want experiences that are not only luxurious but also rich in context and connection. At the same time, there’s a growing emphasis on intimacy: fewer crowds, better conversations, and spaces that feel truly considered. We’re seeing a shift from transactional luxury to transformational experiences — where the value lies not just in what you attended, but in how it made you feel.
And finally, for someone attending the Monaco Grand Prix for the first time, what should they absolutely not miss?
Monaco is unlike any other Grand Prix — it’s a jet-set cultural gathering as much as a sporting event. From arriving by helicopter to sipping champagne on a perfectly positioned trackside yacht, every detail matters. But the essence of the experience goes beyond race day. It’s the afterparties, the impromptu conversations, the energy that flows from dusk to dawn. For first-timers: don’t hold back. Immerse yourself fully. Make it unforgettable. After all, it’s Monaco — and you only live once.
