TUMI | McLaren at the Las Vegas Grand Prix 2024 was a high-impact brand experience that blended performance, luxury, and storytelling against the vibrant backdrop of the Las Vegas Strip. The activation brought together TUMI’s refined design language and McLaren’s aerodynamic precision to create a presence that felt fast, intentional, and elevated. The visual identity was rooted in controlled motion, airflow-inspired graphics mimicked TUMI materials being peeled away by speed, applied across a custom-wrapped McLaren and mirrored on a display helmet as a central visual anchor.
The system extended across collectible pins, postcards, and print collateral, using bold, stylized illustrations to interpret the Grand Prix environment. Papaya accents, checkered flags, and champagne moments built a cohesive look that balanced spectacle and sophistication. Every detail reflected motion, contrast, and modern luxury, resulting in an immersive, expressive identity that felt unmistakably TUMI | McLaren.
TUMI | McLaren :
Las Vegas Grand Prix
2024
SERVICES
Visual Identity
Art Direction
Graphic Design
Production Coordination
Vendor Coordination
VISUAL IDENTITY AND ILLUSTRATIONS
The visual system combined bold, collectible graphics with a racing-inspired edge. Stylized helmets, driver silhouettes, and checker flags, appeared across postcards, pins, and print collateral. With sharp geometry, papaya accents, and high-contrast detail, the identity captured the energy of the Grand Prix while merging McLaren’s speed with TUMI’s precision.
DISPLAYS
Visual merchandising incorporated racing suits and tailored campaign imagery to create an immersive, performance-driven retail story. Mannequins in branded gear stood alongside structured product displays, reinforcing the collaboration’s speed-meets-style narrative. Campaign visuals and bold graphics tied the space together, blending motorsport energy with TUMI’s refined materiality.
DIGITAL EXPERIENCE
To amplify the activation, we launched a geotargeted digital campaign during race week in Las Vegas. Location-specific emails, Uber car-top ads, and a tailored web experience connected fans, travelers, and locals to TUMI | McLaren. Visual assets extended the trackside identity into digital, using high-contrast graphics and racing cues to build recognition and urgency. The campaign created a sense of exclusivity while reinforcing TUMI’s presence at one of the year’s most high-profile cultural moments.
