In celebration of its Red Bull Racing sponsorship, HUGO Garage opened its doors in Miami’s design district as a multi-layered creative space, modelled on a mechanics’ workshop known and loved by F1™ fans.
Taking HUGO off track and into culture.
Exposure partnered with HUGO to disrupt the world of motor racing and break traditional barriers - making F1™ more accessible to a younger, more diverse audience, who want to make their own rules.
- 1,000+ guests across 3x days
- 100+ global articles
- 2M Instagram reach
HUGO drove its energy into the city with a two-day music and racing experience, where guests explored HUGO product customisation, Love Racing and Roblox gaming experiences and unmissable Boiler Room and AfroFuture party programming.
Brand appeal, persuasion and likeability scores all experienced 60% increase.
