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HUGO TAKES RACING OFF TRACK AND INTO CULTURE WITH THE DEBUT OF HUGO GARAGE IN MIAMI
In celebration of the FORMULA 1™ CRYPTO . COM MIAMI GRAND PRIX 2024 weekend , HUGO drove its energy into the city by unveiling a new event series , HUGO GARAGE .
On May 3 and 4 , 2024 , HUGO GARAGE Miami opened its doors as a multi-layered creative space modeled on the mechanics ’ workshops known and loved by F1™ fans . The concept tapped perfectly into HUGO ’ s connection to the world of racing as Official Apparel and Eyewear Partner of the Visa Cash App RB Formula 1™ Team . It also marked a bold move by HUGO to showcase its disruptive spirit and redefine the boundaries of motorsport by offering an immersive experience grounded in culture – championing individuality and self-exploration both on and off the grid .
Based in Miami ’ s artistic hub of Wynwood , HUGO GARAGE served as a playground for subversive self-expression within the worlds of fashion , motorsport , music , and street culture . Innovators and makers came together to create , customize , and inspire .
Along with Visa Cash App RB Formula 1™ Team drivers Daniel Ricciardo and Yuki Tsunoda , around 1,000 guests visited the HUGO GARAGE throughout the weekend , including Swae Lee , Vinnie Hacker , YG Marley , Prince Nasir Dean , Charly Jordan , Tarayummy , Gabbriette Bechtel , Larray Merritt and Jean Carlo .
Kicking off the weekend by showcasing the best in underground music culture , HUGO partnered with Boiler Room , an independent music platform and cultural curator known for supporting emerging artists and bridging the gap between local dancefloors and the wider world . With the HUGO x Boiler Room party on Friday , May 3 , both collaborators celebrated the rebellious side of racing through music and fashion . Live music from Miami-based artists Ivy Queen and La Goony Chonga – along with DJ talents v1fro , El Gusano , and Sel . 6 – generated hype on the ground and increased online engagement from fans worldwide . The recorded sets will also be available on demand at the end of May .
THE ART OF LUXURY ISSUE 65 2024