To own F1 Weekend in Las Vegas, MGM Resorts turned one of the sport’s most irreverent traditions into a luxury-scale fan experience. The Shoey Bar brought the cult-favorite victory ritual of drinking champagne from a racing shoe to fans for the first time, giving them the chance to do a shoey themselves. An immersive, reflective, lenticular bar was designed to be visible from hotels, grandstands, and even helicopters, alongside the release of 3,000 custom, numbered, drink-safe racing shoes produced with highly reflective paints and materials across every touchpoint, from merch to packaging.
The modular pop-up blended F1’s gritty fan culture with Vegas-level spectacle, becoming one of the most talked-about activations of the weekend and reinforcing MGM Resorts’ understanding of the sport and its fans. Now an annual event that reuses original build.
The New York Times, Las Vegas GP hotels go all in on F1, from Bottas haircuts to ‘Shoey Bars’
