Pacsun took the fast lane to Las Vegas on its F1 tour, with dynamic activations inside Wynn Las Vegas and at interactive pop-up shops round the city during the Formula 1@Las Vegas Grand Prix 2023, which took place on and around the Las Vegas Strip.
Over the weekend, visitors enjoyed in-person access to Pacsun’s latest Formula 1 limited-edition collection throughout Wynn Las Vegas. A dedicated Pacsun F1 buildout at XS Nightclub provided an immersive brand experience, allowing guests to explore the collection while capturing the moment on a branded step-and-repeat and 360 photo booth. Clubgoers interacted with the brand while enjoying performances from Calvin Harris and Diplo following the races from 10:30 PM to 5:00 AM Thursday through Sunday. Pacsun also showcased its newest collection poolside at the Encore Beach Club all day Friday through Sunday. Staff were outfitted in the new styles and custom menus enabled guests to order merchandise from their daybeds and cabanas.
Pacsun expanded its presence further by introducing a Pacsun F1 kiosk buildout in the Fashion Show Mall off the Las Vegas Strip. This additional consumer touchpoint outside of the Pacsun store significantly enhanced the accessibility of the collection for all fans and locals. The brand also presented the collection to its social audience through an interactive live-streaming event on Friday morning.
On Friday evening the excitement continued at Wynn Las Vegas as Pacsun took over the Little Bubble Bar and Lounge at Delilah in collaboration with The h.wood Group, a Los Angeles-based, hospitality and lifestyle marketing company with a portfolio of luxury nightlife and restaurant venues. Throughout the night, influencers and VIPs engaged with the brand and saw the Formula 1 collection in real life. Pacsun also showed out with exclusive gifting to nightclub goers upon exiting the iconic venue.
“The electric atmosphere of the city during the race was truly unforgettable,” said Brieane Olson, CEO of Pacsun. “We were overwhelmed with the enthusiasm for the collection at our events and it was incredible seeing fans immediately put on the merch and wear it to the race and after parties. It was special to give fans a memento of the thrilling weekend.”
