About Irvine Consultancy
Sonia started her working life as a physiotherapist for the National Health Service whilst also running her own private sports injury clinic. In 1996, she entered the world of Formula 1™ as a physiotherapist to her brother, Eddie Irvine and the Scuderia Ferrari Formula 1 Team.
In 2000, Sonia moved into the commercial and events arena within Formula 1™. It was during this time the seeds for Amber Lounge were sown as she identified the need to create a true VIP nightlife experience for the F1™ fraternity, VIP sponsors and their guests. Two decades on, she has passionately delivered unforgettable weekends to guests, creating the most desirable luxury events and experiences. Her goal is to provide F1™ drivers, celebrities, models and VIP clients the most energetic and chic events to network and celebrate the glamour and excitement of F1™. This worldwide offering included accommodation, transfers, race viewing hospitality, fashion shows and iconic Grand Prix after parties, over three nights.
Sonia is most proud of the Amber Lounge Charity Fashion Show, which she launched in 2006 under the high patronage of HSH Prince Albert ll. To date, it has raised over USD 6 million for notable charities including the Special Olympics, Sir Jackie Stewart’s ‘Race Against Dementia’ Foundation, the Elton John AIDS Foundation, and the Nelson Mandela Children’s Fund.
Amber Lounge has featured in numerous worldwide destinations from Monaco to Barcelona, Valencia, Austin, Delhi, Shanghai, Singapore, Mexico City and Abu Dhabi, traveling the world, year in year out. She developed the brand to what has now become the most successful and iconic Grand Prix experience; where fashion, fine dining, charity auctions, star-studded after-parties, race viewing, and high-end hospitality all unite to provide the ultimate F1™ hospitality packages experience.
Sonia successfully sold the Amber Lounge brand and, in 2020 stepped back from management within the company. Having been inspired by F1™ for over 30 years, she has since embarked on a new and exciting venture in 2021, with the birth of Irvine Consultancy. The mission being, to create bespoke lifestyle events both in, and outside of, the motorsport world, including corporate incentive weekends and private events. Irvine Consultancy provides unrivalled bespoke experiences for both business and leisure clients alike.
