Singapore GP with Gulliver’s Sports Travel
A SPORTS TRAVEL STORYTELLING PROJECT
Bringing to life the story & philosophy behind Lowes on Carter Street, an independent restaurant built around human connection and community.
Project Overview
ABOUT GULLIVER’S SPORTS TRAVEL:
Gulliver’s Sports Travel is the UK’s leading and longest established sports tour operator, providing extraordinary travel experiences to fans across the globe. Gulliver’s works with tourism boards to offer handpicked excursions, authentic adventures and guaranteed official ticket packages to some of the world’s most iconic events across Formula 1, Rugby, Cricket, and more.
THE PROJECT:
The core goal for this project was to help Gulliver’s Sports Travel bring to life the experience of their Singapore GP package. The goal was to present Singapore as an exciting travel destination and communicate the fan atmosphere and experience of the Singapore GP.
PROJECT TYPE
Brand Storytelling
INDUSTRY
Sports Travel Experiences
SERVICES
✓ Story-led Photography
DELIVERABLES
✓ Destination Photography
✓ Gulliver’s Race Week Photography
✓ Singapore GP atmosphere and trackside photography
THE STORY
01
The Original F1 Night Race
Lowes began with a simple idea: to create a space that offered high-quality food without the formality or pretence often associated with it.
But over time, Lowes has evolved beyond its original intention. It’s not defined simply by what’s on the plate, but by what happens around it. It’s become somewhere people return to, not just for the food - but for how it makes them feel.
Lowes is built around the idea that everything healthy in life happens over food. Its become more than just a restaurant. It’s a place that feels like you’re coming home, a space for genuine human connection, between the team, the guests, and the town.
THE STORY
02
Destination Singapore
At its core, Lowes is not just one person. It’s everyone.
Owned and led by chef George Lowe, its supported by a close-knit team that makes it all possible. Supported by his wife Jemma, who has been by his side from day one and now works front of house, and young chef Slava Marynychenko, who plays a pivotal role in the kitchen alongside his studies at Stafford College.
THE STORY
03
Cooking What you Believe In
The approach to food at Lowes is not driven by trends, techniques, or reinvention for the sake of it. There’s no particular theme or cuisine that is stuck to. Each dish is shaped by experience and influences of daily life. As George says “It’s about what part of yourself you can put into that dish”. This personal influence and inspiration comes from daily ordinary life experiences, and influences from George’s time living abroad such as his time spent in South Africa.
As a restaurant that prides itself on high-quality food, there’s a responsibility to source the best ingredients possible. To work closely with local suppliers. To respect seasonality. And to treat every ingredient with the care it deserves.
Lowes changes its menu every month, out of ultra seasonality and intention. To craft dishes around “the best they can get their hands on” and what feels right in that moment. This combination of ever-changing ingredients and influences allows the menu to evolve naturally, led by a desire to create something honest with genuine belief behind it.
In turn, this ever-changing menu becomes something shared between everyone. It becomes something people return to, look forward to, and build moments around.
THE STORY
04
Human Connection Through Food
In an industry that is increasingly difficult to sustain, the motivation behind Lowes remains clear.
Lowes is built around the idea that food brings people together. It becomes a reason to gather, to talk, debate, share experiences and connect at a human level. It isn’t driven by profit, but by people. By a genuine desire to be part of people’s lives, to create something they look forward to, something they build their life’s moments around. In doing so, the hope is that in some small way, it makes the world just a little bit better.
Because at its heart, to Lowes, that’s what hospitality has always been about.
THE IMPACT
What this project created
The project with Lowes helped bring together the stories, people, and ideas that have shaped Lowes over the last three years. It has created a long-term brand storytelling foundation that can continue to be shared and built on across social media, the website, and future communications.
Key Outcomes:
✓ A clearly defined brand story that can be shared with new & existing guests
✓ Strengthened emotional connection between the restaurant and its guests
✓ Created a foundation for ongoing storytelling & future content
✓ Communicated the people, values, and philosophy that shape the Lowes experience
✓ Established a long-term brand asset that can continue to create value over time
