OFF GRID X FORMULA ONE MIAMI
Formula 1 Miami – VIP Suite Creative DirectionA fully immersive VIP hospitality suite was conceived and directed for the Formula 1 Miami Grand Prix, a three-day ultra-exclusive experience hosting 250 guests per day through an invitation-only access model. The project was designed as a high-touch, culturally driven hospitality environment, merging motorsport intensity with elevated design, lifestyle programming, and curated brand storytelling. Positioned within one of the most high-profile race weekends globally, the suite offered guests an intimate yet dynamic experience of Formula 1 from a uniquely crafted trackside setting.
The experience extended far beyond traditional hospitality, with every detail intentionally designed to shape the guest journey from arrival through to race viewing and evening programming. The environment was conceived as a continuous flow of moments, combining spatial design, service, and atmosphere into a cohesive narrative. Bespoke bar installations, a custom welcome station, and architectural branded interventions defined the physical identity of the suite, creating a refined and immersive setting throughout the weekend.A key element of the activation was the integration of curated brand partners, each selected for their alignment with the world of contemporary luxury, culture, and hospitality. Rather than traditional sponsorship placements, each collaboration was thoughtfully embedded into the experience through product integration, tastings, design moments, and guest interaction.
Featured partners included Bang & Olufsen, contributing to the sonic and sensory environment through immersive audio design elements; Cadillac, presenting a luxury automotive showcase that brought innovation and craftsmanship into the space; Don Julio, integrated through a premium tequila program and elevated cocktail experiences; Acqua Panna, providing refined water service throughout the suite; and Harbour Club, leading the culinary direction with a members-club approach to dining and hospitality.
Additional collaborations included Nicolas Feuillatte, adding a celebratory champagne program that punctuated key moments across the weekend, and a curated culinary selection that reinforced the suite’s positioning as a destination for modern luxury hospitality within Formula 1.The full visual identity of the suite, including branding direction, logo application, color system, and all guest-facing touchpoints, was developed to ensure cohesion across every detail, extending into custom merchandise and spatial branding elements.
The project was developed in close collaboration with Brinsley, designer at Dots Design (Montreal), who led spatial renderings, interior architecture, and technical visualization, ensuring the concept translated seamlessly from vision to built environment.The activation was met with strong success, establishing itself as a standout hospitality destination during the Miami Grand Prix. It has since evolved into a multi-year partnership and is set to expand across additional Formula 1 destinations including Singapore, Mexico City, Austin, and Madrid.
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