Innovation and lifestyle
These are undoubtedly the key characteristics that particularly define the Longines Masters. Inspired by the Grand Slam in tennis and their unforgettable tournaments, the Masters attract the world’s finest horse riders and horses and celebrate the epitome of equestrian sports. During its second season, the Longines Masters series took on yet another dimension. With total potential prize earnings of € 4,500,000 across the series, it joined the ranks of legendary sporting events such as the Ryder Cup for golf, the Grand Slam for tennis and the America’s Cup for sailing. And to perfectly round off this unique concept in its field, the Longines Masters serves as the centre stage and showcase to a lifestyle that fans of exceptional experiences can wholeheartedly enjoy.
A global lifestyle concept
The Longines Masters also offers a wonderfully celebratory atmosphere in an exceptional setting, with impressive shows and performances, live music and concerts, gastronomy and shopping. This is a veritable state of mind anchored in the DNA of the Masters series, and previously unseen in equestrian sports – one that is characterised by freedom and glamour, for a joy that is shared by all. This was echoed in the words of the well-known Catalan trainer Santi Serra during the Longines Masters in Los Angeles: “What is my state of mind when I am on the track? I feel free – and that is one of the most important words in the world.” His routines attest to the extraordinary bond between man and horse, drawing spectators into a sweet and poetic daydream. During the day, the Prestige Village is also a separate entertainment area and a true event within the event. It is a wonderful destination for exceptional shopping opportunities, brimming with stylish outlets, the finest collections, luxury brands and fashion designers. It’s the perfect place to find fantastic presents for almost any occasion – or to treat yourself to something very special. And with the programme of events for children, families can also look forward to magical surprises, including tightrope walkers, clowns and even wandering entertainers. Each stage of the Longines Masters intends to open up a magnificent world of encounters between cultures and people, with art and design also forming an integral part of the picture. With this in mind, works of modern art from a number of international artists – such as the French sculptor Richard Orlinski at the Longines Masters in Paris – are exhibited within the Prestige Village for visitors to discover and enjoy. “The inspiration that may arise from combining art and sport is something extraordinary which we are delighted to share with Long Beach,” said Ron Nelson, Executive Director of the Long Beach Museum of Art, where a number of unique pieces were exhibited during the Longines Masters in Los Angeles.
A front seat for culinary delights
Gastronomy is a particular highlight at the Longines Masters. Yves Mattagne, the double-Michelin-starred Belgian chef who works with EEM across three continents, assembles exquisite lunches and dinners to entertain and delight the profusion of VIPs at the Masters Club.
Ideally located at the heart of the action along the main track, the Masters Club is a meeting place for all those who wish to enjoy the competition in a luxurious VIP setting. With four menus – two lunches and two dinners – and arrangements favouring the very finest local and seasonal products and a subtle blend of flavours including an Asian touch with sunny, vibrant colours – the mark of Yves Mattagne’s signature style – a great selection of champagnes and fine wines are offered for your enjoyment. In Paris, for example, the Masters Club has welcomed no fewer than 7,000 VIPs over four sessions, serving a total of 121 tables. “It is an absolute pleasure to prepare, especially for the Longines Masters, customised menus that complement the sophistication and refinement of the event,” said the Belgian chef.
An unforgettable aftershow
But the lights don’t simply go out when the track events come to an end. Quite far from it. At the end of each day, you can head to the Prestige Village to enjoy a glass of fine champagne in a pleasurable setting. This a key part of the unique ambiance offered by the Longines Masters, bringing the suspense and emotions of the competition to a superb and unforgettable close. It is at this precise moment that the real party commences, as the aftershow gets going in style. In this extraordinary setting, everything is in place to guarantee an exceptional and unparalleled experience, with music from the finest artists, musicians and the latest DJs. Some of the greatest highlights include music from Jain in Los Angeles, and, for the second season of the Paris stage, Alice on the Roof with a live concert on the Friday evening. The highly successful young Belgian singer sang some of her greatest hits, such as Easy Come Easy Go and On The Roof. Other memorable moments included music from DJ Charles Sax and Samuel Boschman, who brought life to the dance floor and the Prestige Village in great style!
The red carpet
Especially privileged in terms of social and professional opportunities and the presence of well-known international brands as well as some of the world’s most influential businessmen, the Longines Masters is also extremely popular among celebrities. We need look no further than the Longines Masters’ star-studded gala evenings – with celebrity guests including Jessica Springsteen along with her parents Bruce Springsteen and Patti Scialfa, Jennifer Gates together with her parents Bill and Melinda Gates, and even Steven and Destry Spielberg, Ariana Rockefeller, Hannah Selleck, Georgina Bloomberg, actresses Kaley Cuoco and AnnaLynne McCord and the Longines Ambassadors of Elegance Stefanie Graf and Andre Agassi in Los Angeles – attending the events to make some special memories they can treasure forever. Over the course of two seasons, the Longines Masters has become an unmissable, key event in the social and cultural calendar – the place to be and the place to be seen. It is a true marriage of the best of sport and lifestyle, creating a magical yet eminently tangible story, written in gold lettering. [Nathalie Marchal]