F1 Week Takeover

We transformed Abercrombie & Fitch at Yas Mall into a McLaren-branded destination. Papaya-led visuals, a full-scale show car, and the collaboration collection created a high-energy retail environment. With Oscar Piastri’s in-store appearance, the takeover became a standout moment leading up to the F1 race week in Abu Dhbai.
Concept | Creative Direction | Retail Design | Brand Integration | Production | On-Ground Execution