HUGO and Boiler Room launch Miami event series amid Formula 1 Grand Prix | Fashion

HUGO is launching a new event series called HUGO GARAGE to celebrate the Formula 1™ Miami Grand Prix. Over the weekend, HUGO took over a conceptual space in the Wynwood arts center in Miami. The conceptual space is inspired by an F1 mechanics workshop and hosted HUGO’s new adventure in Miami. Kicking off the weekend as the official apparel and eyewear partner of the Visa Cash App RB Formula 1 team, the immersive venue offered HUGO the opportunity to showcase a disruptive side and a bold spirit that connects the brand and the sport.

HUGO invited Visa Cash App RB Formula 1™ team drivers Daniel Ricciardo and Yuki Tsunoda as well as a group of approximately 1,000 key innovators and cultural players, including Swae Lee, Vinnie Hacker, YG Marley, Prince Nasir Dean , Charly Jordan, Tarayummy, Gabbriette Bechtel, Larray Merritt and Jean Carlo descend into space.

HUGO kicked off a big weekend at the Miami Grand Prix with a new series of Boiler Room events. In partnership with the independent music platform for an evening on Friday, May 3, HUGO and Boiler Room celebrated the talents of Ivy Queen and La Goony Chonga with DJs v1fro, El Gusano and Sel. 6. The recorded performances are expected to be released on demand at the end of May.

In addition to the Boiler Room event, HUGO collaborated with Love Racing and Afrofuture for a two-day music and racing experience, allowing the brand to delve further into the underground music scene that HUGO has been exploring since its relaunch. This event featured an interactive arcade racing setup inspired by Formula 1™ and allowed guests to participate in racing sessions for the fastest lap, by remotely controlling the miniature F! Cars via steering wheels and gas pedals in a specially designed salon. On Sunday, HUGO celebrated the rich and vibrant history of Afrobeats through its Afrofuture and Love Racing partnerships. Artists including Victony, DJs TxC, Ethan Thomas and MC Lolahsti each performed at the event.

Elsewhere, a replica of the Visa Cash App RB Formula 1™ car was in the HUGO GARAGE with a dedicated customization center for guests to take photos and stream social content. A selection of screen-printed t-shirts from Jordan Watts and a range of HUGO accessories were available for customization with garage-inspired rivets and HUGO perfume bottles were available for custom airbrushing. The new HUGO x RB collaboration was of course available to view in full, with a few select pieces available for advance purchase.