Source: Roblox (HUGO - PLANET HUGO)

Summary

• HUGO BOSS recently unveiled an IRL activation surrounding the Formula 1 event in Miami, which was held on May 3rd and 4th. The activation, called HUGO GARAGE, included a pop-up space modeled after mechanic garages and played host to events during race weekend. It was also brought to life in their digital Roblox experience.
  • Within Roblox, HUGO BOSS refreshed their recently launched PLANET HUGO experience - replicating the Miami event space and allowing players to customize their own cars, complete racing challenges, and claim free wearable UGC.
• This was a similar approach from HUGO BOSS as we saw last month with their ‘BOSS HOUSE’ activation - where they looked to extend a physical event by bringing elements digital to broaden reach.