Tag Heuer x F1 at Race Week

Written By DATASYNCED

Miami Design Shop worked with TAG Heuer to bring Miami Race Week / F1 2025 to life through a fully immersive, precision-built experiential activation. Designed to celebrate the adrenaline, engineering, and excellence of Formula 1, the installation transformed a custom-fabricated shipping container into a premium branded environment built to showcase the watches of the race.

From the outside, the structure featured industrial-grade metal cladding wrapped with large-format graphics of a driver’s focused eyes—creating immediate intensity and drawing visitors into the narrative of speed and precision. The custom geometric entry cutout acted as a portal, revealing a glowing interior and setting the stage for the reveal of TAG Heuer’s watchmaking legacy.

Inside, the environment shifted into a high-performance, race-inspired pit stop with layered textures, illuminated displays, and engineered presentation moments showcasing Tag Heuer’s 2025 F1 Timepiece collection.

Miami Design Shop handled the full R+D and build process, including:

  • Structural & Fabrication

  • Acrylic & Display Fabrication

  • Electrical & Integration

  • Brand Graphics & Visual Elements

FULL BUILD OUT INCLUDED:

  • Custom modification of a full-scale shipping container

  • Metal framing and structural reinforcement

  • Precision CNC-cut panels and geometry-driven cutouts

  • Diamond plate aluminum flooring for durability and motorsport authenticity

  • Custom powder-coated metal components and trim

  • Illuminated acrylic watch pedestals

  • Clear protective housings for display items

  • Edge-lit diffusers integrated into the pedestal bases

  • Custom acrylic detailing for interior feature walls

  • Full electrical layout, cable management, and routing

  • Integrated lighting systems (interior and exterior)

  • LED strips, RGB accents, and embedded spotlighting for key products

  • Power distribution engineered for safety in a high-traffic environment

  • Full-container exterior wrap with high-resolution racing imagery

  • Layered dimensional signage including

  • Branded components fabricated in-house

  • Display zones featuring key watches and motorsport heritage elements

Stepping into the interior, visitors encountered a commanding focal point: a precision-mounted engine block staged beneath the TAG Heuer crest, framed by backlit red panels and reflective surfaces. The atmosphere echoed the energy of a pit lane—metal gridding above, rubberized flooring patterns below, glowing red accents throughout—all engineered to transport guests into the world of F1 performance. Every detail—from the reflective metal surfaces to the illuminated acrylic edges—was calculated to reinforce TAG Heuer’s message:

Time never stops. Why should we?

DATASYNCED

Futurist • Experiential Artist • Web Designer

https://datasynced.info