F1 McLaren Partnership Launch

Amplify was tasked with crafting a launch event to mark the Abercrombie and McLaren F1 partnership, igniting press headlines and social buzz while captivating influencers, VIP stakeholders, and the media.

Set against the backdrop of Abercrombie’s renowned 5th Avenue store in NY, our challenge was to metamorphose the bustling retail space into a vibrant soirée venue befitting the fervent followers of both brands. Our approach delved into the essence of race day allure—where style meets adrenaline, anticipation reigns supreme, and every moment pulses with potential. We dissected the cultural zeitgeist to infuse the mundane with the exhilaration of the trackside experience.

Enter the A&F Paddock: an homage to the electrifying afterparties of the F1 circuit, converging the debut of the Abercrombie McLaren collection and the unveiling of McLaren’s iconic new livery within the storied confines of Fifth Ave Abercrombie & Fitch.

By curating an immersive narrative that transported guests into the heart of this dynamic partnership, the activation naturally evoked the thrill of a perpetual long weekend from the instant they received the invitation. Seamlessly blending the worlds of A&F and McLaren, we engineered aspirational encounters that delivered the unmistakable rush of race day, ensuring attendees departed with memories as unforgettable as victory on the track.