HUGO GARAGE | Driving in the Fast Lane at the New F1 Event Series

An immersive multidisciplinary event series at the Miami Grand Prix

Written by

Tayla Grainger

Photographed by

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HUGO tore onto the scene this past weekend with their latest event series, HUGO GARAGE, hitting the track at the Miami Grand Prix. In collaboration with LOVE RACING and AfroFuture, HUGO presented a lineup that masterfully navigated the thrilling intersections where the worlds of fashion, motorsport, music, and street culture converge. In their creative space modeled after F1’s mechanic workshops, innovators and makers came together like an expert pit crew to create, customize, and inspire in various disciplines. 

HUGO GARAGE deserves to take an honor lap, attracting over 1,000 guests over their two-day course of events. Attendees–including Swae Lee, Vinnie Hacker, and Tarayummy–enjoyed the opportunity to get a taste of the adrenaline-inducing sport for themselves as they flew through an immersive arcade-style racing experience, all vying to achieve the fastest lap. On Sunday, their competition was soundtracked by Afrobeats musician Victony and DJs TxC, Ethan Thomas, and MC Lolahsti, who kept the energy in top gear as the checkered flag waved on the weekend’s festivities.

As the Official Apparel and Eyewear Partner of the Visa Cash App RB Formula 1 Team, HUGO exists at the forefront of motorsport fashion. At HUGO GARAGE, F1 enthusiasts were offered an exclusive glimpse of the latest co-branded HUGO x RB capsule collection. Fans can represent their favorite team in pieces from the new apparel line, now available at selected HUGO stores worldwide and on their website. Also, centered around a replica of the Visa Cash App RB Formula 1 car were various customization hubs. In addition to T-shirts screen-printed by artist Jordan Watts, attendees customized HUGO accessories with garage-inspired rivet hardware and airbrushed their names onto HUGO scent bottles. 

HUGO’s also hitting the gas as they race forward into virtual spheres. In their gaming zone, HUGO GARAGE unveiled their new Roblox universe, PLANET HUGO. The digital world — test-driven by popular Roblox YouTubers Chadio and Lilah Fraser — is designed as an exact replica of the Miami event space, allowing gamers to partake in the experience from around the world. 

Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO Boss, shares how the brand implemented their unique perspective as they harnessed the enthusiasm surrounding Formula 1: “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… where they could immerse themselves in exciting performances, special product launches, [and] a new Roblox rollout alongside endless shareable moments.”

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HUGO Boss, HUGO GARAGE, Flaunt Magazine, Formula One, Miami Grand Prix, Fashion