German brand Hugo Boss drives racing culture off-track in Miami

Based in Miami’s artistic hub of Wynwood, HUGO GARAGE served as a playground for subversive self-expression within the worlds of fashion, motorsport, music, and street culture. Innovators and makers came together to create, customize, and inspire.

Along with Visa Cash App RB Formula 1 Team drivers Daniel Ricciardo and Yuki Tsunoda, around 1,000 guests visited the HUGO GARAGE throughout the weekend, including Swae Lee, Vinnie Hacker, YG Marley, Prince Nasir Dean, Charly Jordan, Tarayummy, Gabbriette Bechtel, Larray Merritt and Jean Carlo.

Kicking off the weekend by showcasing the best in underground music culture, HUGO partnered with Boiler Room, an independent music platform and cultural curator known for supporting emerging artists and bridging the gap between local dancefloors and the wider world. With the HUGO x Boiler Room party on Friday, May 3, both collaborators celebrated the rebellious side of racing through music and fashion. Live music from Miami-based artists Ivy Queen and La Goony Chonga – along with DJ talents v1fro, El Gusano, and Sel.6 – generated hype on the ground and increased online engagement from fans worldwide. The recorded sets will also be available on demand at the end of May.

HUGO in collaboration with LOVE RACING and AFROFUTURE presented a two-day music & racing experience at the HUGO GARAGE during the weekend. The global platform and lifestyle enterprise, dedicated to making competitive racing accessible for all created a monumental opportunity to break traditional barriers within competitive racing and make it accessible to a broader audience. The event featured an adrenaline-pumping Formula 1? inspired racing setup, providing guests with an arcade-style racing experience. Participants will compete in sessions to achieve the fastest lap, remotely controlling miniature F1? cars via steering wheels and gas pedals in a specially designed lounge. To culminate the weekend of activities, Saturday, May 4 celebrates Africa’s rich cultural diversity and vibrant artistry through the lens of AFROFUTURE. For the event, LOVE RACING and AFROFUTURE present an unforgettable experience featuring top talents such as Afrobeats sensation Victony, alongside renowned DJs TxC, Ethan Thomas and MC Lolahsti blending powerful beats and racing for a monumental F1 Weekend.

Elsewhere inside the HUGO GARAGE, a replica of the Visa Cash App RB Formula 1 car – designed in special livery for the FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX 2024 – provided an exciting photo op, while a customization hub offered guests a variety of personalizations. Along with screen-printed T-shirts from Jordan Watts, attendees could have HUGO accessories customized with garage-inspired rivet hardware, or their favorite HUGO scent bottle airbrushed with their name and the HUGO GARAGE logo. Alongside this, fashion fans were able to view a presentation of pieces from the new, co-branded HUGO x RB capsule collection, which encourages F1 enthusiasts to experience the thrill of the race while showing dedication to their favorite team. A selection of casual styles from the HUGO x RB collection and HUGO’s Miami-inspired merchandise were available to shop in the brand’s pop-up store in Wynwood’s Red Bull Fan Zone from May 4-7. 

Taking HUGO GARAGE from "IRL to URL", the brand launched a new experience on PLANET HUGO, its Roblox universe, to allow fans to create, socialize, and celebrate the Visa Cash App RB Formula 1 Team partnership. This immersive Roblox environment was unveiled at the event in a gaming zone featuring multiple screens that displayed several immersive spaces at once. The experience on Roblox replicates the Miami event space and serves as a hub for creators to discover the livery of the Visa Cash App RB Formula 1 car, embark on scavenger hunts to collect rare patches for customization, get access to exclusive digital wearables and make new connections. On May 3, HUGO’s guests in Miami – including two leading YouTubers, Chadio and Lilah Fraser known for creating Roblox content – were able to explore this new part of PLANET HUGO. To further spotlight the Roblox activation and capture the wider Formula 1 fanbase, HUGO joined forces with Formula Apex Racing, a popular motorsports experience on Roblox, to reveal a one-month limited race challenge on a HUGO-branded track.

“Whether they joined us at HUGO GARAGE live in Miami or virtually, our 360° activation approach gave our community insider-access to a rich, memorable experience that brought together the thrilling worlds of motorsport, fashion, music, and gaming where they could immerse themselves in exciting performances, special product launches, a new Roblox rollout alongside endless shareable moments. We tapped into F1 fandom from a uniquely HUGO point of view and showcased the weekend’s events across our brand channels, to connect with our current HUGO audience and to expand our fanbase whilst capturing the attention of racing fans around the world,” said Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS.

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (RM)