Tommy Hilfiger X Cadillac F1

Project Brief

This project provided the unique opportunity to work directly with the Tommy Hilfiger brand to design a transportable, modular pop-up experience. When presented with the choice between a World Cup, Campus, or Formula 1 setting, we selected F1 because it offered the most rigorous design challenge and the most exciting potential for architectural storytelling. Our “Speed of Style” concept aligns the brand with the groundbreaking engineering of the current F1 season, specifically targeting the Hype/Next-Gen consumer who seeks expressive, effortless, and culturally relevant style. The design process involved translating the visceral energy of the track into a “Hero Moment”: a futuristic “Velocity Tunnel” hallway defined by dynamic light streaks that emulate a car at top speed.To meet the project’s requirements for modularity and transportability, the design utilizes a framework that can scale across various global Grand Prix locations without losing brand impact. We focused on an intentional consumer journey,from arrival to engagement and exit,that integrates the site’s natural geography with sleek, built elements. By balancing Tommy Hilfiger’s classic DNA with the technical, denim-heavy aesthetics favored by the Next-Gen audience, the final design creates a “figital” immersive experience that leaves a lasting cultural impression of innovation and urban cool.