Miami Superstar Information Leisure
METZINGEN – WEBWIRE – Monday, Might 6, 2024
In celebration of the FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX 2024 weekend, HUGO drove its power into the metropolis by unveiling a brand new occasion collection, HUGO GARAGE. On Might 3 and 4, 2024, HUGO GARAGE Miami opened its doorways as a multi-layered artistic house modeled on the mechanics workshops recognized and cherished by F1 followers. The idea tapped completely into HUGOs connection to the world of racing as Official Attire and Eyewear Associate of the Visa Money App RB Method 1 Workforce. It additionally marked a daring transfer by HUGO to showcase its disruptive spirit and redefine the boundaries of motorsport by providing an immersive expertise grounded in tradition championing individuality and self-exploration each on and off the grid.
Primarily based in Miamis creative hub of Wynwood, HUGO GARAGE served as a playground for subversive self-expression inside the worlds of vogue, motorsport, music, and avenue tradition. Innovators and makers got here collectively to create, customise, and encourage.
Together with Visa Money App RB Method 1 Workforce drivers Daniel Ricciardo and Yuki Tsunoda, round 1,000 friends visited the HUGO GARAGE all through the weekend, together with 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 greatest in underground music tradition, HUGO partnered with Boiler Room, an unbiased music platform and cultural curator recognized for supporting rising artists and bridging the hole between native dancefloors and the wider world. With the HUGO x Boiler Room get together on Friday, Might 3, each collaborators celebrated the rebellious facet of racing by music and vogue. Dwell music from Miami-based artists Ivy Queen and La Goony Chonga together with DJ abilities v1fro, El Gusano, and Sel.6 generated hype on the floor and elevated on-line engagement from followers worldwide. The recorded units may even be out there on demand at the finish of Might.
HUGO in collaboration with LOVE RACING and AFROFUTURE introduced a two-day music & racing expertise at the HUGO GARAGE throughout the weekend. The worldwide platform and life-style enterprise, devoted to creating aggressive racing accessible for all created a monumental alternative to interrupt conventional boundaries inside aggressive racing and make it accessible to a broader viewers. The occasion featured an adrenaline-pumping Method 1️ impressed racing setup, offering friends with an arcade-style racing expertise. Contributors will compete in classes to attain the quickest lap, remotely controlling miniature F1️ vehicles through steering wheels and fuel pedals in a specifically designed lounge. To culminate the weekend of actions, Saturday, Might 4 celebrates Africas wealthy cultural variety and vibrant artistry by the lens of AFROFUTURE. For the occasion, LOVE RACING and AFROFUTURE current an unforgettable expertise that includes prime abilities resembling Afrobeats sensation Victony, alongside famend DJs TxC, Ethan Thomas and MC Lolahsti mixing highly effective beats and racing for a monumental F1 Weekend.
Elsewhere inside the HUGO GARAGE, a duplicate of the Visa Money App RB Method 1 automobile designed in particular livery for the FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX 2024 offered an thrilling picture op, whereas a customization hub provided friends a spread of personalizations. Together with screen-printed T-shirts from Jordan Watts, attendees might have HUGO equipment custom-made with garage-inspired rivet {hardware}, or their favourite HUGO scent bottle airbrushed with their title and the HUGO GARAGE brand. Alongside this, vogue followers have been capable of view a presentation of items from the new, co-branded HUGO x RB capsule assortment, which inspires F1 fanatics to expertise the thrill of the race whereas exhibiting dedication to their favourite group. A range of informal kinds from the HUGO x RB assortment and HUGOs Miami-inspired merchandise have been out there to buy in the manufacturers pop-up retailer in Wynwoods Crimson Bull Fan Zone from Might 4-7.
Taking HUGO GARAGE from IRL to URL, the model launched a brand new expertise on PLANET HUGO, its Roblox universe, to permit followers to create, socialize, and have a good time the Visa Money App RB Method 1 Workforce partnership. This immersive Roblox surroundings was unveiled at the occasion in a gaming zone that includes a number of screens that displayed a number of immersive areas without delay. The expertise on Roblox replicates the Miami occasion house and serves as a hub for creators to find the livery of the Visa Money App RB Method 1 automobile, embark on scavenger hunts to gather uncommon patches for personalisation, get entry to unique digital wearables and make new connections. On Might 3, HUGOs friends in Miami together with two main YouTubers, Chadio and Lilah Fraser recognized for creating Roblox content material have been capable of discover this new half of PLANET HUGO. To additional highlight the Roblox activation and seize the wider Method 1 fanbase, HUGO joined forces with Method Apex Racing, a preferred motorsports expertise on Roblox, to disclose a one-month restricted race problem on a HUGO-branded monitor.
Whether or not they joined us at HUGO GARAGE stay in Miami or just about, our 360 activation strategy gave our group insider-access to a wealthy, memorable expertise that introduced collectively the thrilling worlds of motorsport, vogue, music, and gaming the place they might immerse themselves in thrilling performances, particular product launches, a brand new Roblox rollout alongside infinite shareable moments. We tapped into F1 fandom from a uniquely HUGO level of view and showcased the weekends occasions throughout our model channels, to attach with our present HUGO viewers and to broaden our fanbase while capturing the consideration of racing followers round the world, mentioned Nadia Kokni, SVP of International Advertising and Model Communications at HUGO BOSS.
After kicking off race weekend at HUGO GARAGE, a range of VIPs and influencers attended the race as friends of HUGO.
The HUGO x RB assortment is accessible at chosen HUGO shops worldwide and on hugoboss.com.
Excessive-resolution photos will be downloaded right here:
HUGO GARAGE:
https://press-service.hugoboss.com/press-portal-pages/hugo/summer-2024/HUGO-GARAGE.html
HUGO x RB:
https://press-service.hugoboss.com/press-portal-pages/hugo/summer-2024/HUGO-x-RB.html.html
APPENDIX
Combining references to up to date tailoring, trendy efficiency put on, and iconic fanwear, the HUGO x RB capsule incorporates a mixture of sharp and laid-back, sporty separates. Highlights embrace a bull-embroidered blazer with coordinating swimsuit pants, a clean leather-based jacket with contrasting particulars in tactile suede, and an array of laid-back items like hoodies, tracksuits, and cargo pants. Its colour palette of black, grey, cream, and sand tones is infused with HUGOs daring, iconic crimson hue, capturing the rebellious, youthful perspective that runs by all components of the manufacturers partnership with the Visa Money App RB Method 1 Workforce. Extra branding together with crimson brand patches in woven canvas and silicone, and co-branded buttons and {hardware} full the vary in assertion model.
About HUGO and HUGO BOSS:
HUGO, the youthful of the two HUGO BOSS manufacturers, offers a platform for self-expression and an genuine manner of dressing. Globally engaged and culturally fluent, the model crafts garments with individuality and perspective for individuals who dare to interrupt with conference; those that set tendencies relatively than comply with them. Moreover, HUGO-licensed fragrances, watches, eyewear and kidswear all seize a youthful spirit. HUGO BOSS is one of the main firms positioned in the premium section of the international attire market. The group presents collections in 131 international locations at round 7,800 factors of sale and on-line in 73 international locations through hugoboss.com. With roughly 19,000 staff worldwide, the firm, primarily based in Metzingen (Germany), posted gross sales of EUR 4.2 billion in the fiscal 12 months 2023.
You probably have any questions, please contact press@hugoboss.com.
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