PLUS44 “RODEO” — LEWIS HAMILTON
Global Brand Takeover & F1 Weekend Retail Activation

During Austin’s Formula 1 Grand Prix, The Flower Shop Austin was selected as the exclusive in-person launch partner for Lewis Hamilton’s lifestyle label, Plus44, debuting the limited-edition “RODEO” capsule.

The four-day activation transformed the venue into a fully integrated retail and cultural takeover — merging global motorsport prestige with Texan iconography at the epicenter of F1 weekend traffic.

I led executive oversight across brand integration, operational execution, and revenue performance. I aligned venue infrastructure with global brand standards, directed cross-functional readiness, controlled real-time marketing distribution, and ensured service scalability under sustained high-volume demand.

The result:

• Lines wrapped around the block daily

• Record-breaking bar revenue during activation window

• Collection sold out

• National and international press amplification

• Elevated positioning of the venue within Austin’s F1 cultural landscape

The partnership placed The Flower Shop Austin in direct alignment with a seven-time Formula One World Champion and delivered measurable commercial impact during the most globally visible weekend of the year.