As fashion continues to strengthen its ties with the world of Formula 1, HUGO unveils its latest experiential event series, HUGO GARAGE. A hub for motorsport-inspired creativity, the multi-layered concept pulls together workshops, music performances and fashion previews to emphasize Formula 1’s rising influence on culture today.

Last weekend, the brand took the event for its first test drive at the Miami Grand Prix. With its vibrant cultural scene, the sun-soaked city provided the perfect backdrop for the event’s debut and simultaneously saw the brand play on the unique setting in its programming of activities. Welcoming a number of high-profile celebrities and special guests, the event also gave the brand an opportunity to highlight its official apparel and eyewear partnership with Visa Cash App Red Bull F1 Team, revealing an inspired HUGO x RB capsule collection.

Hypebeast headed to the inaugural HUGO GARAGE event in Miami to explore the jam-packed scheduling. Keep reading to find out more about the stand-out moments from the weekend.

Behind the wheel of (remote controlled) racing

Rewinding back to everyone’s first encounter with racing, HUGO teamed up with creative platform LOVEWATTS to create a remote controlled driving experience. Designed around the Miami track, the LOVE RACING game gave guests the chance to feel the adrenaline of the race, handing them the wheel to miniature cars. For serious racers, the brands also hosted a competition with a real time leaderboard tracking their best scores.

A first-look at the capsule collection

The race-day weekend marked a special moment for the brand and Visa Cash App Red Bull F1 Team as they unveiled their first collaborative capsule collection. Recreating signature sporty silhouettes with high-end tailoring, the sleek range offers up a refined wardrobe of black and red styles for both racing fans and streetwear fanatics. Crowd favorites included the bull leather jacket, cargo pants and tracksuits.

Meet Vinnie Hacker, the face of HUGO’s latest campaign

Celebrating the inaugural HUGO GARAGE event, the brand rounded up its family of stateside ambassadors to explore the new partnership and capsule collection. As well as an appearance from F1 driver Daniel Riccardo and special guest Swae Lee, the latest addition to its cohort, YouTuber Vinnie Hacker, was on location donning a smart evening fit designed by Hugo.

Performances powered by Boiler Room and AFROFUTURE

Teaming up with Boiler Room and AFROFUTURE, HUGO curated a line-up of popular music artists and DJs to perform over the course of the opening day. Puerto Rican singer Ivy Queen kicked off the musical programming with her reggaeton hits, followed by rapper La Goony Chonga. Local DJs V1fro and El Gusano kept the energy alive late into the night, playing a set of distinctive Latin-meets-electronic sounds.

Accessories customization station

As with any fashion-related event, the experience isn’t complete without a takeaway goodie. In this case, HUGO enlisted different artists to customize garments from the collection and bottles of HUGO fragrance with one-of-a-kind artwork for guests. Alongside this, another customization station also offered up a selection of garage rivet-inspired hardware, drawing inspiration from the mechanics of motorsport in playful charms.

Go behind the scenes of HUGO GARAGE in Miami by watching the full event recap in the gallery above.

Stay tuned to Hypebeast to find out more about upcoming HUGO GARAGE events. To shop the new HUGO x Visa Cash App Red Bull F1 Team capsule collection, head to the brand’s website now.

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