Exclusive Interview: Sonia Irvine tells us how to throw the ultimate party

The legendary Amber Lounge post-F1 race party first launched in Monaco in 2003. Since then, it has gained in popularity and status as one of the hottest events to be seen at, attracting not just F1 drivers but international celebrities, huge race fans and VIPs. The likes of David Beckham, Cristiano Ronaldo and Prince Harry of Wales have made Amber Lounge their go-to after-race party. And even to this day, almost two decades on, Amber Lounge has retained its title as the number one Grand Prix party hotspot, and has expanded to four Grand Prix events across the globe, including Singapore.

In a bid to find out the secrets to throwing such successful large-scale parties year after year, we spoke to Sonia Irvine, the founder of Amber Lounge, during a recent exclusive interview. Want to know just how she manages it? Read on!

Tell us a bit more about yourself – how did come up with the idea of starting Amber Lounge?

Sonia Irvine: The idea came to me whilst I was working as a physiotherapist for the Ferrari team. It was the end of season and a group of us including six F1 drivers wanted to go out and party, but we couldn’t find anywhere we could all go together. I realised then that the Grand Prix experience could be improved with something new for VIPs and celebrities. That’s when I had the idea of creating a VIP party – Amber Lounge – where everyone including drivers, teams, sponsors and F1 fans could come together and enjoy themselves, away from the eyes of the media. I held my first event in Monaco in 2003 and due to high demand, we have now established 4 events a year with over 1000 guests attending per night.

We’re sure the evolution of Amber Lounge must have come from plenty of hard work. Did you think the whole concept of an ultimate post-race party would become so wildly successful? And what do you think the formula for such success is?

S.I.: I believe the main factor that contributed to Amber Lounge’s success is that we strive for the best and accept nothing less. We aim to please and surprise, to capture all of the fun elements of the Grand Prix weekend which include adrenaline, excitement and sophisticated glamour. This year in Singapore, we will introduce our new Extravaganza concept, which will bring together over twenty live shows on stage across the night; club dancers, a saxophonist, drummer, international DJ’s and a live celebrity performance, which promises to elevate the guest’s ultimate party experience to a completely new level. Amber Lounge is a one-of-a-kind VIP experience that everyone should attend at least once in their lifetime.

As a woman who’s managed to single-handedly turn a casual after-party into a staggering multi-million-dollar business, we’re wondering if it really is a man’s world out there, and if it’s difficult for a woman to navigate themselves through such a male-dominated environment?

S.I.: Firstly, it wasn’t single-handed – I have an amazing team around me. The F1 industry has changed and evolved dramatically over the past years. More women are getting involved not only behind the scenes but also in the paddock and I think that it’s a very positive change. Carmen Jorda is a great example. I’ve never really thought about woman-versus-man and it being difficult, I’ve always just thought if you want something then do it and make it work and my sex has never come into it.

What are your secrets to throwing one of the world’s most coveted events? We’re sure you must have quite a few tips and tricks for party planners on how to be the perfect host!

S.I.: I think that the most important thing to do is to keep evolving, improving and going further than the actual trends. The best advice I could give to a party planner is obviously to first listen and understand their client, their wishes and do their job with passion and focus. It’s also very important to be surrounded by a reliable team that will support them in all situations.

Have you ever had to deal with a difficult guest or situation? How did you tackle that?

S.I.: Yes, it’s part of the job and I always approach it with a smile and try to make them happy again. We tend to have more humorous situations than difficult guests! Other than that, I have had to make last-minute changes to the set up for our sponsors or artists and it can be challenging, but with a great team, you can manage everything!

Want in on the Amber Lounge experience? Visit the official website to find out more. 

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