Every year, Formula 1 Miami gets bigger. Bigger brands. Bigger crowds. Bigger expectations. In a weekend filled with nonstop activations, standing out takes more than just showing up.

At Roseway Collective, our focus this year was simple: create experiences that felt intentional, elevated, and memorable for every guest interaction. From strategic partnerships and on-site execution, we worked closely with our clients to turn Formula 1 weekend into a meaningful brand-building opportunity.

The Scent of Paddock Club: How Soy Delicious Elevated the Miami Grand Prix Experience

Returning for its second year at Formula 1 Miami, Soy Delicious once again partnered with the F1 team to bring its luxury bathroom essentials into the exclusive Paddock Club experience. The Paddock Club is Formula 1’s premier hospitality experience — an exclusive, high-end environment designed for VIP guests.

Soy Delicious created a signature scent for the weekend named Havana that was integrated into hand soap and hand lotion. The custom-curated products were placed throughout the Paddock Club restrooms introducing guests to the brand’s signature scent created exclusively for the event. The placement of these products created a refined, understated way to integrate the brand into the overall luxury experience while creating a memorable sensory touchpoint for guests.

A Return to Elevated Craft: Taudrey at Formula 1 Miami

For Taudrey, this year marked its third consecutive presence at Formula 1 Miami, continuing to build on the strong foundation established in previous years. We were proud to once again activate across two key hospitality spaces — the Paddock Club Garden and the MIA Suites — both offering high-visibility access to VIP guests throughout the weekend.

In the Paddock Garden Club, Taudrey ran a live activation for personalized phone charms and bag charms. Guests were able to make their experience personal and choose charms that best fit them for their bag or phone charm. Inside the MIA Suites, we offered a variety of activations, giving guests a special experience no matter what day they were attending. On day one, guests were able to create a custom embossed leather keychain with their initials. On days two and three, we offered custom leather wallets where guests were able to pick from two colors and personalize with their initials. Throughout the weekend, each touchpoint was designed to feel intentional, collectible, and deeply personal, giving guests a meaningful keepsake tied to their Formula 1 experience.

Together, these activations continued to reinforce Taudrey’s craftsmanship and brand identity while creating elevated, one-to-one moments that resonated long after the weekend ended.

Roseway Collective at Formula 1 Miami

This year, Roseway Collective extended its presence at Formula 1 Miami through a curated gifting experience designed exclusively for the F1 team. In addition to our brand activations across the weekend, we gifted the team jewelry from local Miami jewelry store, Palmina and with custom leather goods. The gifting experience was designed to celebrate the individuals behind the event while reinforcing the level of craftsmanship and intentionality that defines Roseway Collective’s approach.

The success of this weekend wasn’t defined by our clients simply showing up — it was defined by the thoughtfulness behind every detail. Our team was hands-on across every touchpoint, from branded set design and product merchandising to on-site staffing, activation buildout, partnership coordination, and real-time social storytelling, ensuring both Soy Delicious and Taudrey were supported from concept through completion.

Ultimately, Formula 1 Miami proved that when experience, strategy, and storytelling are aligned, the impact carries well beyond the event itself. And as always, we’re already thinking ahead.

Ready to create something unforgettable together? Let’s talk!