Archive

People who make Monaco: Sonia Irvine

2011-05-31 15:32

As the sister of racing driver Eddie, and former physiotherapist for the Ferrari team, Sonia Irvine has been intimately involved in the world of motor racing. It's a relationship that inspired her, nearly ten years ago, to found the Amber Lounge brand. What was it about Formula 1, we wondered, that has made the greatest impression on her personally and professionally?

"I would have to say the people. The industry is extremely fast-paced, and everyone has to react quickly - there is a real no-nonsense approach to work, which I love and thrive on. It’s an incredibly stimulating world to work in and people have to be on top of their game and highly supportive in every aspect of F1.  It’s this very environment that helps build strong and lasting relationships, where work colleagues become good friends. People say that F1 is like one big family, and that's certainly my experience."

In terms of the wider social calendar, Amber Lounge is now a byword for the for most fashionable pop-up parties. What was your inspiration for the event?

"It was the last race of the season in São Paulo.  There were groups of us driving round the city trying to find a place where we could all get together to celebrate the final race.  That’s when I came up with the idea of Amber Lounge, a place where everyone could come together and party, in privacy and away from the eyes of the media.  It’s a simple premise and one that, I hope, keeps the family spirit of F1 together even now."



And with the expansion of Formula 1 into Asia and the Middle East, would you say the 'look and feel' of your parties has altered in any way to accommodate different tastes and influences from abroad?

"The actual signature look of Amber Lounge doesn't change: the white sofas, illuminated bar displays and funky DJ booth stay the same, as does the exterior, which always incorporates a water feature of some sort - in Monaco it’s the Mediterranean backdrop, Singapore has the waterwall, Abu Dhabi has the water terrace over the Arabian Gulf... and we will do something wonderful for India!

"Where we do change the look and feel is in our branding. We acknowledge and are respectful of the different cultures at each of our destinations, and our branding reflects this. It's evident in our Amber girls, who are an important part of the Amber Lounge persona and brand.  For example we have one Amber girl posing with a champagne glass; this is an image that we would not replicate in our Middle Eastern branding."

The title 'pop-up' is something of a misnomer, since these events take many months to organize, not least in terms of gathering sponsorship. But now things are almost ready for ignition, can you tell us a bit about this year's Amber Lounge?

"Sure. We have not one but two exclusive events running over the weekend. We kick off with the Amber Lounge Fashion show, which I am proud to say is under the High Patronage of H.S.H. Prince Albert II of Monaco. It's a charity catwalk event to raise funds for the Special Olympics. 

"Our partners for this event are TAG Heuer – the prestigious watch brand which already has a strong association with F1 and certain F1 drivers – as our Official Watch Partner; and Skin Society Monaco, our Official Beauty Partner who return for the second year running.  For our evening events, running over the entire weekend, we have Jose Cuervo as our Official Drinks Partner.  This is fantastic for us as all these brands work well together and have important links with Formula One and the Grand Prix series.



What makes Amber Lounge Monaco unique?

It’s difficult to choose one aspect of our Monaco event...  I’d probably say firstly, our Fashion Show, as we are the only fashion show in the world that has the F1 drivers modelling on the catwalk! From a real personal perspective I love that I get the opportunity to involve my family in the event to the point where my beautiful daughter Megan models on the catwalk beside me.  That’s pretty unique for me! Secondly, our Sunday night after-party, as again, we get the F1 drivers coming in to celebrate the race finale and it really is an amazing atmosphere and everyone has a great time.  

I think that as a company we work hard to keep the Amber Lounge name and brand distinct. Other companies, parties and clubs try to replicate what we have but unlike them, Amber Lounge has real roots and after nine years we are still the place where the F1 fraternity - and celebrities - choose to come to over a Grand Prix weekend...

Next year Amber Lounge will celebrate its first decade.  In those ten years, what has been your most memorable experience?

There are two experiences that spring out, the first was the Amber Lounge debut back in 2003, in Monaco. We had everyone turn up to celebrate on the Sunday night: Prince Albert, Bono, The Edge, Helen Christensen, Wesley Snipes, Heidi Klum, Ronaldo as well as all the drivers, it was such a buzz - and totally overwhelming. The second was in Singapore 2009, when the Black Eyed Peas were in the club and without warning, Taboo got upon stage and did an impromptu performance. The crowd went crazy, cheering and jumping up and down. That was a night I won’t forget!   

Personally, I’m always flattered that they still want to come to Amber Lounge even now, it’s such a wonderful feeling to make people happy and give everyone a good time.



Finally, although it's invidious to ask you to single out a winner, what are your thoughts about the 2011 race season so far, and what are your expectations for the Monaco Grand Prix?

Ah that’s difficult.  To be honest, I can’t pick a winner - I just don’t think about it that way.  To me I think about the drivers as individuals, each of whom generously give their time to support the fashion show and who come to have fun on the Sunday night in the club!