Smart Group is to launch a new hospitality brand, with creative director Angela Hartnett, at key sporting events this summer.
The Smart Experiences concept, run in collaboration with Smart Hospitality's Michelin-starred creative director Angela Hartnett, will launch at Royal Ascot in June.
Available for both corporate and private hospitality, the experiences will be tailored to each sport with food the focus, such as quintessentially British at Wimbledon, hearty meals at Twickenham and grazing stations at the Polo. The launch at Ascot will include a Mad Hatter's Tea Party and a Friday night curry night.
Smart Group chief executive Greg Lawson said: "Smart Experiences steps away from the usual hospitality that people have grown accustomed to at sporting events.
All Smart Experiences packages will include tickets to the main sporting event.