In celebration of the FORMULA 1™ CRYPTO.COM MIAMI GRAND PRIX 2024 weekend, HUGO drove its energy into the city by unveiling a new event series, HUGO GARAGE.

On May 3 and 4, 2024, HUGO GARAGE Miami opened its doors as a multi-layered creative space modeled on the mechanics’ workshops known and loved by F1™ fans. It marked a bold move by HUGO to showcase its disruptive spirit and redefine the boundaries of motorsport by offering an immersive experience grounded in culture – championing individuality and self-exploration both on and off the grid.

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.

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.

HUGO, LOVE RACING, and AFROFUTURE hosted a two-day music & racing event at the HUGO GARAGE. The event aimed to break traditional barriers in competitive racing, offering an adrenaline-pumping Formula 1™️ inspired racing setup where guests competed for the fastest lap using remote-controlled miniature F1™️ cars. AFROFUTURE celebrated Africa’s cultural diversity with performances by Victony and renowned DJs. The event featured a replica of the Visa Cash App RB Formula 1™ car and a customization hub offering personalized T-shirts, accessories, and fragrances. Attendees could also explore the new HUGO x RB capsule collection and Miami-inspired merchandise in a pop-up store. HUGO expanded the experience to its Roblox universe, PLANET HUGO, allowing fans to create, socialize, and celebrate the Visa Cash App RB Formula 1™ Team partnership. This immersive Roblox environment included scavenger hunts, exclusive digital wearables, and connections with creators. Additionally, HUGO collaborated with Formula Apex Racing for 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.

After kicking off race weekend at HUGO GARAGE, a selection of VIPs and influencers attended the race as guests of HUGO.