Revving Up Style: HUGO Unleashes F1-Inspired HUGO GARAGE at Miami Grand Prix 2024″

During the thrilling weekend of the Formula 1 highspeed car racing event, HUGO GARAGE opened its doors in Miami’s vibrant Wynwood neighborhood, transforming into a dynamic, multi-faceted creative space inspired by the authentic mechanics workshops beloved by F1 aficionados.

HUGO GARAGE transformed into a hub of bold self-expression, embracing the worlds of fashion, motorsport, music, and urban culture. Attendees experienced the thrill of racing firsthand with interactive simulators that proved more challenging than they appeared. Visiting HUGO GARAGE was incomplete without picking up a unique memento; guests could customize everything from screen-printed t-shirts and logo hats to getting a HUGO fragrance bottle airbrushed in true early-2000s style. As the evening progressed, the atmosphere shifted from Miami’s sultry allure to the cool, edgy feel of a warehouse party in Bushwick, Brooklyn, creating a vibrant and unforgettable experience. The energy was palpable, making it a night to remember.

HUGO’s collaboration with LOVE RACING and AFROFUTURE highlighted a two-day spectacle of music and racing, enhancing the F1 experience with a Formula 1-inspired arcade racing setup and celebrating Africa’s cultural richness with performances from Afrobeats star Victony and renowned DJs.

Race lovers had the opportunity to shop from the new HUGO x RB capsule collection and exclusive Miami-themed merchandise. Extending the excitement to the digital realm, HUGO also introduced a new experience on PLANET HUGO within Roblox, offering a virtual space for fans to engage with the brand’s F1 partnership, participate in interactive challenges, and enjoy exclusive digital content. This holistic approach ensured that fans who joined in person or online had access to a comprehensive and engaging experience that melded motorsport, fashion, music and gaming.

Image: courtesy of Hugo Boss.