Tag Heuer: Designed To Win Experience

May 11

Agency: K2 Luxury

Activation | Design District | 2026

For Miami Race Week 2026, TAG Heuer brought Formula 1 energy into the center of the Miami Design District with Designed To Win — a multi-day public activation built around racing culture, product storytelling, and immersive brand moments. Working alongside K2, Miami Design Shop supported the fabrication and physical rollout of the experience across multiple touchpoints throughout the site.

The activation combined large-format branding, dimensional scenic builds, custom display environments, and detailed finish work designed to translate the pace and visual language of Formula 1 into a walkable public experience. It featured a full-scale Formula 1 vehicle display positioned against a custom fabricated checkered backdrop, oversized branded structures, a pit-stop-inspired environment, and a temporary retail footprint showcasing the new TAG Heuer Formula 1 Solargraph collection. Throughout the space, layered vinyl graphics, illuminated displays, branded wall systems, and integrated product storytelling elements carried the visual identity across the entire activation.

Miami Design Shop handled fabrication support, surface finishing, vinyl application, scenic production, and installation coordination for the activation in collaboration with K2.