HUGO, main sponsor of “VISA Cash App Racing Bulls – Formula One Team”, launched a European tour to showcase the 2025 Eyewear collection, inspired by racing world.

The project reached 12 cities, with four stops coinciding with official F1 Grand Prix events: Monaco, Barcelona, Austria and Spa.

A highly engaging and entertaining setup allowed visitors to try the new collection, featuring 24 sunglasses and 24 optical models, gain an exclusive overview of the apparel and accessories line designed by HUGO for “Visa Cash App Racing Bulls Formula One Team”.

The product experience was enriched by a variety of interactive activities: driving simulators with rankings and prizes, a Virtual Reality Pit Stop Challenge that let participants feel the excitement of being a Formula 1 mechanic during a tire change, and a Virtual Try On station to explore the entire 2025 eyewear collection.

Completing the experience, a HUGO garage-style photobooth, branded giveaways for participants, and entertainment moments featuring catering and DJ sets.

A traveling format created to present and test the new HUGO eyewear collection in a dynamic, experiential context closely connected to the Formula 1 universe.

Photo credits: Andreas Scheiblecker (Wien)