Inside the Raising Cane’s Paddock Club Suite at the Formula 1 Las Vegas Grand Prix

Some projects feel exciting the first time. Others feel meaningful when you’re invited back.

This year marked our second consecutive year designing the Raising Cane’s hospitality suite for the Formula 1 Las Vegas Grand Prix, and returning to this project felt like a true full-circle moment for our team. Not just because of the scale or spectacle of F1, but because it signaled trust. Trust in our creative vision. Trust in our ability to evolve a brand experience. Trust in partnership.

Designing for a Brand With Serious Personality

Raising Cane’s is bold, energetic, and instantly recognizable and that brand DNA was the starting point for the suite design. Our goal wasn’t to reinvent the brand, but to translate it into an immersive, elevated hospitality experience that could hold its own in one of the most visually competitive environments in the world.

The design leaned into:

• Cane’s signature red, layered in rich, dimensional ways

• Graphic wall treatments that brought movement and rhythm to the space

• Plush textures and curved forms to soften the energy and invite guests in

• Disco balls nod to Cane’s very first restaurant, adding a meaningful layer of storytelling while leaning into the reflective, glamorous energy of Las Vegas.

Every detail was intentional, from the custom bar moment wrapped in deep red velvet to the gallery-style wall celebrating Cane’s culture, community, and story.

A Space Built for Energy, Not Just Aesthetics

F1 suites aren’t just about how a space looks, they’re about how it feels in motion. This suite needed to support hosting, conversation, celebration, and brand storytelling all at once.

We designed with flow in mind:

• Clear moments for gathering and hosting

• Visual focal points that anchored the room

• Layered lighting and reflective surfaces that came alive at night

The result? A suite that felt high-energy but grounded, playful yet polished perfectly aligned with Raising Cane’s personality.

Why Year Two Matters

Being asked to return for a second year is one of the highest compliments in our industry. It means the design didn’t just photograph well, it worked. It resonated with guests, elevated the brand, and delivered on experience. Year two also gave us the opportunity to refine and push further building on what worked while introducing new layers of depth, texture, and drama. That evolution is where the real magic happens.

Hospitality Design Is Storytelling

This project is a reminder of why we love hospitality design so much. At its best, it’s not about décor, it’s about creating moments people remember. It’s about translating a brand’s story into a physical environment that guests can feel the second they walk in.

We’re incredibly grateful to Raising Cane’s for trusting us once again with such an iconic moment and for letting us bring a little extra joy, color, and creativity to the Las Vegas grid. Here’s to partnerships that grow, brands that aren’t afraid to have fun, and spaces that leave a lasting impression.

Interested in designing a hospitality or brand-forward space? Explore more of our commercial work or reach out to start a conversation.