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TOMMY HILFIGER

TOMMY HILFIGER X CADILLAC F1

TOMMY HILFIGER

TOMMY HILFIGER X CADILLAC F1

  • ○ CHALLENGE

    2026 opened a new chapter in Tommy Hilfiger’s long relationship with Formula 1: Official Apparel Partner to the Cadillac F1 Team, a grid newcomer carrying two American icons into its debut season. With the British Grand Prix days away, the brand needed London to feel like a stop on the race calendar rather than a retail drop.

     

    The brief was footfall with meaning. Regent Street had to pull a crowd off the pavement and into the flagship — but the harder task was making the partnership legible in a room, turning a logo lockup into something guests could play with, wear and photograph.

  • ○ SOLUTION

    New Moon conceived and produced the Road to Silverstone experience: an end-to-end takeover of the Regent Street flagship for 250 members, with Valtteri Bottas at its centre. Valtteri arrived outside the store in a fully branded Cadillac Escalade, turning Regent Street itself into the opening scene, then joined broadcaster Vick Hope for a members-only conversation on race preparation and the build-up to Silverstone — closed with an audience-wide selfie that handed every guest the hero shot.

     

    Around it, we built the store as a guest journey: bag customisation with initials and race patches, reflex and speed-testing games drawn from driver training, a chrome photobooth, and an Americana food and beverage programme carrying Tommy’s heritage through the evening. Running in parallel, a pre-styling dressing suite at London HQ fed a dedicated content suite in-store, capturing the new collection on location for the digital campaign.

  • ○ RESULT

    Regent Street was packed. The pavement outside drew fans of both the brand and the driver, and the store ran at capacity with 250 members moving through a journey that kept them in the space rather than passing through it. The Q&A played to a full room, and the group selfie travelled onward through guest channels the moment it was taken.

     

    The activation delivered on all three fronts it was built for — footfall into the flagship, awareness for Tommy x Cadillac, and a bank of campaign content shot on location. Days later the collection went to Silverstone with the London moment already behind it, giving the partnership momentum into its first British Grand Prix.

THE EVENT

The experience was structured as a route through the flagship. Guests arrived into a store dressed for race weekend — bespoke window artwork by artist Louis-Nicolas Darbon setting the tone from Regent Street — and moved between stations that each rewarded participation. Bags were customised and taken home as the evening’s keepsake; speed trackers turned the collection’s performance story into something guests could test themselves against; the chrome photobooth gave every group a finished image, with a live DJ set holding the room together across the night.

Its centre of gravity was Valtteri’s arrival and the Vick Hope conversation — a genuine piece of Formula 1 programming inside a fashion flagship, close enough for a members-only room to feel let in on something.

DESIGN & STYLING

The design language took its cue from where the two brands overlap: American sportswear and American motorsport. Red, white and blue held the palette, with chrome and metallic accents pulling in the Cadillac side of the partnership — the photobooth built as a brushed, chrome-finished set piece so every image carried the collaboration’s signature without a logo doing the talking.

Racing cues stayed structural rather than decorative, with grid graphics and sponsor-panel typography echoed in the station builds so the environment read as an extension of the product. Bottas was styled off-duty from the Summer 2026 collection — white trucker jacket, Breton stripe tee, Dover denim — putting the fanwear story in a real wardrobe rather than a paddock uniform. The branded white Escalade arrival extended the design outside the building, announcing the activation to Regent Street before anyone reached the door.