pit stop
rhode x f1
role: creative director, strategist.
executive summary
rhode partners with Formula 1 at the Miami Grand Prix to create a Gen Z–focused trackside beauty experience, featuring a limited-edition capsule and immersive pop-up. Centered on hydration treatments for sun exposure, the activation is supported by an app for booking, product pickup, virtual queues, and real-time UV alerts.
marketing message
the rhode × formula 1 collaboration reframes skincare as high-performance race-day care, targeting Gen Z through an interactive pop-up, limited-edition capsule, and digital tools that position Rhode at the intersection of sport, culture, and beauty.
marketing strategy
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Experiential Pop-Up
Trackside activation where visitors test products, receive hydration treatments, and shop the capsule collection. -
Influencer Partnerships
Creators like Alix Earle and Hailey Bieber drive race-weekend content and Gen Z engagement. -
Capsule Collection
Limited-edition Rhode × F1 products designed for sun and heat, available at the pop-up and online. -
App Integration
Book treatments, reserve products, join virtual queues, and receive UV alerts. -
Social Content
Real-time race-week storytelling across Instagram and TikTok.
f1 collection
experience
Entrance Tunnel
Immersive entry with F1 sound design, setting the tone for the experience.
Oval Circulation Path
Racetrack-inspired layout guiding seamless movement across the space.
Product Discovery Zone
Core space for product exploration and interaction.
Central Display
Hero moment showcasing the capsule collection.
Testing Stations
Studio-inspired setup for seamless trial and content capture.
Treatment Booths
Semi-private spaces for quick hydration mask treatments, transforming the pop-up into a functional skincare experience.
Hydration Bar
Electrolyte drinks to combat heat and reinforce hydration and wellness.
Pickup / Checkout
Streamlined area for purchases and app-based pickups, positioned at the exit for a seamless flow.
app
