A Formula One-themed pop-up event, Inside The Garage, opened at ION Orchard on Saturday (Sep 28), bringing together Visa, fashion brand Hugo and Swiss watchmaker Tudor.

The activation marks the first global collaboration between the three brands, who are official partners of the Visa Cash App Racing Bulls Formula One Team (VCARB). The showcase will run until Oct 5 at ION Station, Basement 4.

Interactive Experiences at ION Orchard

Guests at the launch event, including media and invited partners, experienced racing-themed activities such as a Hugo-branded reaction challenge, Tudor’s racing simulator, and a photo opportunity with a full-sized VCARB show car.

The pop-up also features daily giveaways and special redemptions. Shoppers can collect VCARB LEGO sets from the Tudor Boutique and driver cards from the Hugo store, both in limited quantities.

From Sep 26 to 29, visitors stand a chance to win a photo session with VCARB driver Isack Hadjar, who will appear for a Q&A on Oct 1. Between Sep 30 and Oct 5, a draw will offer shoppers S$1,000 in Hugo store credit.

Visa-Led Campaigns

Visa is also running a “Spend & Get” campaign at ION Orchard, allowing cardholders to redeem exclusive gifts from the pop-up when paying with Visa cards.

“This collaboration underscores our commitment to creating unique and memorable experiences for our community,” said Adeline Kim, Visa’s country manager for Singapore and Brunei. “By bringing together the excitement of racing, the innovation of Visa, and the creativity of our partners, we aim to offer an unparalleled experience that resonates with fans and shoppers alike.”

Formula One in Singapore

The activation comes as Singapore continues to host Formula One-related events beyond the Marina Bay Street Circuit, where the annual Grand Prix draws international visitors. Global brands have increasingly tied retail experiences to motorsport sponsorships, seeking to engage fans in lifestyle settings.

Inside The Garage runs daily until Oct 5 at ION Orchard, with redemption activities across Hugo and Tudor stores. VCARB driver Isack Hadjar will meet fans during his appearance on Oct 1.