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patches for customization , get access to exclusive digital wearables and make new connections . On May 3 , HUGO ’ s guests in Miami – including two leading YouTubers , Chadio and Lilah Fraser known for creating Roblox content – were able to explore this new part of PLANET HUGO . To further spotlight the Roblox activation and capture the wider Formula 1™ fanbase , HUGO joined forces with Formula Apex Racing , a popular motorsports experience on Roblox , to reveal a one-month limited race challenge on a HUGO-branded track .
“ Whether they joined us at HUGO GARAGE live in Miami or virtually , our 360 ° activation approach gave our community insider-access to a rich , memorable experience that brought together the thrilling worlds of motorsport , fashion , music , and gaming where they could immerse themselves in exciting performances , special product launches , a new Roblox rollout alongside endless shareable moments . We tapped into F1™ fandom from a uniquely HUGO point of view and showcased the weekend ’ s events across our brand channels , to connect with our current HUGO audience and to expand our fanbase whilst capturing the attention of racing fans around the world ,” said Nadia Kokni , SVP of Global Marketing and Brand Communications at HUGO BOSS .
The HUGO x RB collection is available at selected HUGO stores worldwide and on hugoboss . com
After kicking off race weekend at HUGO GARAGE , a selection of VIPs and influencers attended the race as guests of HUGO .
THE ART OF LUXURY ISSUE 65 2024