What if the future wasn’t something we had to explain but something people could step into, explore, and experience for themselves?
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Goodwood Festival of Speed (FOS) is the world’s greatest celebration of motorsport and automotive culture. Held every summer at the Goodwood Estate in the UK, it brings together hundreds of thousands of visitors and some of the world’s most influential automotive and technology organisations.
In 2017, the Festival of Speed team challenged us to help transform its position as a leading innovation showcase, creating a space where the future of technology could be explored, experienced and understood by audiences beyond the traditional automotive sector.
FutureLab was born.
The ambition was to create more than an exhibition. Goodwood wanted a destination that would bring the world’s most exciting innovations to life, giving visitors the opportunity to engage directly with the technologies shaping tomorrow.
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Innovation isn’t remembered when it’s explained. It’s remembered when it’s experienced.
From the beginning, our vision was to create an experience that made complex science, engineering and emerging technology accessible, engaging and human.
What started as a showcase of transport innovation has grown into one of the world’s leading technology and innovation experiences, a futuristic centrepiece of the Festival of Speed that brings together pioneering organisations from across industries.
FutureLab has evolved beyond mobility, becoming a place where audiences can explore the biggest challenges and breakthroughs shaping our future from artificial intelligence and robotics to quantum computing, deep-sea exploration and space discovery.
Each year, the ambition grows: to create an experience where visitors don’t just see the future, they step inside it.
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We designed and delivered a single, cohesive exhibition environment that embodied the FutureLab brand while enabling individual exhibitors to showcase their technologies, personalities and ambitions.
Across four themed zones, visitors experienced a carefully curated journey through emerging innovation:
AI and Robotics
Quantum Computing
Deep sea Habitats
The next frontier of Space Exploration
The 2026 edition brought together some of the world’s most influential innovators, including NASA, the European Space Agency, the National Quantum Computing Centre, Sony, DEEP, Dark Star Labs, Factum Foundation and Mirokaï.
FutureLab has become one of the defining experiences at the Festival of Speed, attracting nearly half of all festival attendees each year and welcoming more than 90,000 visitors in 2026 alone.
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