The Two-Day Grand Prix Activation Saw Hugo Continue to Position Itself at the Intersection of Fashion and Pop Culture
In conjunction with the excitement of the Formula 1 Miami Grand Prix weekend, Hugo introduced its latest phygital marketing activation, the Hugo Garage event series.
Located in Wynwood and conceived as a creative community space modeled after a mechanic’s garage, the event hosted around 1,000 guests, including notable figures such as Swae Lee, Vinnie Hacker, and YG Marley.
Collaborating with Love Racing and Afrofuture, Hugo curated a two-day music and racing spectacle, breaking down barriers in competitive racing and making it accessible to a wider audience. Attendees experienced adrenaline-fueled Formula 1 inspired racing setups and immersive cultural showcases.
Highlights of the event included a replica of the Visa Cash App RB Formula 1 car, offering a unique photo opportunity, and a customization hub where guests could personalize their Hugo accessories and fragrances. Additionally, the unveiling of the Hugo x RB capsule collection provided fashion aficionados with a chance to showcase their support for their favorite F1 team.
Expanding beyond the physical realm, Hugo extended the Hugo Garage experience to its Roblox universe, Planet Hugo. This digital space allowed fans to engage, socialize, and commemorate the Visa Cash App RB Formula 1 team partnership, offering exclusive digital wearables and immersive activities.
