HUGO & Boiler Room Launch Miami Event Series Amidst Formula 1 Grand Prix

Introducing the conceptual HUGO GARAGE in Miami.

HUGO launches a new event series called HUGO GARAGE in celebration of the Formula 1™ Miami Grand Prix. Over the weekend HUGO took over a conceptual space in Miami’s artistic hub of Wynwood, the conceptual space was modelled after an F1 mechanics’ workshop and played host to HUGO’s new Miami adventure. 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 edge and bold spirit that connects the brand and sport. 

HUGO invited Visa Cash App RB Formula 1™ Team drivers Daniel Ricciardo and Yuki Tsunoda along with a group of around 1000  innovators and key cultural players including  Swae Lee, Vinnie Hacker, YG Marley, Prince Nasir Dean, Charly Jordan, Tarayummy, Gabbriette Bechtel, Larray Merritt and Jean Carlo down to the space. 

HUGO kicked off a big weekend at the Miami Grand Prix with a new Boiler Room event series. Partnering with the Independent music platform for a party on Friday May 3rd, 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 due to be released on demand at the end of May. 

On top of 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 HUGO has been exploring since its relaunch. This event featured an interactive Formula 1™ inspired arcade racing setup, and allowed guests to compete in race sessions for the fastest lap, remotely controlling miniature F! Cars via steering wheels and gas pedals in a specially designed lounge. 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 sat within the HUGO GARAGE with a dedicated customisation hub for guests to take photos and social content. A selection of screen-printed t-shirts from Jordan Watts and a range of HUGO accessories were available for customisation with garage-inspired rivet hardware and HUGO fragrance bottles were available for personalised airbrushing. The new HUGO x RB collaboration was of course available for viewing in full, with a few select pieces available for early purchase. 


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