HUGO TAKES OVER MIAMI
For the first time ever, HUGO makes its mark on the FORMULA 1™ CRYPTO.COM MIAMI GRAND PRIX 2024 weekend.
HUGO GARAGE came to life in Miami's vibrant Wynwood district. The creative space — modeled after a mechanic’s workshop — brought together fashion, motorsport, music, and street culture, creating a playground for innovation and self-expression.
HUGO IN MIAMI
Close to 1,000 guests came through the doors throughout the weekend, including Visa Cash App RB Formula 1™ Team drivers Daniel Ricciardo and Yuki Tsunoda, as well as celebrities Swae Lee, Vinnie Hacker, and Charly Jordan. The event kicked off with a collaboration between HUGO and the renowned music platform Boiler Room, showcasing underground music culture with performances by local artists Ivy Queen and La Goony Chonga, and other talented DJs.
HUGO also partnered with LOVE RACING and AFROFUTURE to make the sport more accessible to a wider audience — part of which involved a Formula 1™ inspired racing setup, where guests competed for the fastest lap using remote-controlled miniature F1™ cars.
Parked inside the garage was a replica of the Visa Cash App RB Formula 1™ car, specially designed for the MIAMI GRAND PRIX 2024. Guests could also visit the customization hub to personalize their HUGO accessories and scent bottles with garage-inspired details and explore how speed meets style in the HUGO x RB capsule collection on display.
HUGO x VCARB F1
F1 COMES TO PLANET HUGO
Extending the experience beyond the physical event, HUGO launched a new immersive environment on PLANET HUGO on the Roblox platform, unveiled in a special gaming zone at the garage.
This virtual space allowed fans to create, socialize, and celebrate the partnership with the Visa Cash App RB Formula 1™ Team. Fans could explore the Miami event space, participate in scavenger hunts, and access exclusive digital wearables. This was gamified further with a one-month limited race challenge on a HUGO-branded track, created together with Formula Apex Racing, a popular motorsports experience on Roblox.
