Brand Event Calligraphy at The Savoy, London

Calligraphy For The Longines World Racing Awards

In January 2026, I was invited to provide calligraphy for the Longines World Racing Awards, a prestigious international brand event celebrating excellence in global horse racing. Hosted in the iconic Lancaster Ballroom at The Savoy, London, the ceremony honours the highest-rated horse in the 2025 Longines World’s Best Racehorse Rankings and the winner of the Longines World’s Best Horse Race.

The guest list reflected the stature of the event, with attendees including Her Majesty Princess Zahra Aga Khan, Lord Grimthorpe, Baroness Harding, MPs, international press, and high-profile guests travelling from Hong Kong, the United States, Japan, and across Europe. Every detail needed to feel refined, thoughtful, and worthy of the occasion.

I was commissioned to hand-scribe 200 bespoke place cards for VIP guests, ensuring each name was treated with care and precision. Based on the tone of the event and the elegant setting, I recommended a semi-formal modern calligraphy style, refined yet contemporary, to complement the tablescape without overpowering it.

To elevate the finished look further, I also suggested using textured card stock rather than a standard matte finish. This subtle design choice added depth, tactility, and a sense of luxury that aligned beautifully with the Longines brand and the historic surroundings of The Savoy. The client trusted my creative direction fully, allowing the calligraphy to integrate seamlessly into the overall event design.

On the day of the brand event, I was present on-site to provide live calligraphy support, accommodating last-minute guest list changes and ensuring everything remained flawless as the room was dressed.
The handwritten place cards became an integral part of the tablescape, adding a personal, artisanal touch to an already exquisite setting. The calligraphy enhanced the guest experience while reinforcing the elegance and heritage associated with the Longines brand.

The event team expressed genuine appreciation for the craftsmanship and attention to detail, noting how the calligraphy elevated the overall presentation and brought warmth to a highly polished, formal environment. It was a pleasure to contribute to such a significant luxury brand event in London, and to see calligraphy used as a quiet but powerful storytelling element within the space.

an integral part of the tablescape

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