Opening the Smethwick factory to the public, the event welcomed roughly 350 visitors for factory tours, food, coffee, and a gathering of curated Made-in-UK brands. As the culmination of the UK Ride Series and a wider effort to reconnect Brooks with its home market, the Open Factory transformed 160 years of British manufacturing from a brand story into something people could experience firsthand. I helped shape the event’s concept, communication, visual identity, and execution, building on the language and creative direction I had developed with the wider Brooks brand team throughout the year.