In a mix of culture, motorsport, and digital innovation, HUGO launched the HUGO GARAGE event in Miami, coinciding with the FORMULA 1™ CRYPTO.COM MIAMI GRAND PRIX 2024. This event highlights HUGO’s partnership as the Official Apparel and Eyewear Partner of the Visa Cash App RB Formula 1™ Team, as well as, a significant expansion of the brand into experiential marketing. HUGO GARAGE transformed a multi-layered creative space, modeled on a mechanic’s workshop, into a cultural hotspot.
Set in the artistic enclave of Wynwood, Miami, HUGO GARAGE became a playground for innovation and subversive self-expression across fashion, motorsport, music, and street culture. The event drew in a crowd of around 1,000 guests, including famous faces like Daniel Ricciardo, Yuki Tsunoda, and celebrities such as Swae Lee and Charly Jordan, making an environment where creativity and racing culture met.
Adding a unique layer to the festivities, HUGO collaborated with LOVE RACING and AFROFUTURE for a two-day music and racing experience. This segment featured an adrenaline-pumping, Formula 1™ inspired racing setup where guests engaged in virtual races, controlling miniature F1™ cars. The event continued with a celebration of African culture and artistry, featuring performances by Afrobeats star Victony and other DJs.
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Inside HUGO GARAGE, the customization hub was a focal point, offering personalization of HUGO merchandise, including T-shirts and scent bottles. The venue also had a special display of the Visa Cash App RB Formula 1™ car in an exclusive livery, a prime photo opportunity for fans. Additionally, the HUGO x RB capsule collection was presented, linking with Formula 1™ fanwear and offering the chance to shop exclusive designs directly linked to the event. Take a look at the HUGO X RB collection in the Gallery below:
HUGO took the experience from “IRL to URL” by integrating the event with their digital platform, PLANET HUGO on Roblox. This allowed global fans to participate virtually, exploring themed digital spaces, engaging in games, and accessing exclusive digital content. This digital extension aimed to connect with a younger, tech-savvy audience and reinforce HUGO’s innovative approach to marketing.
