Community · The Strip
Expanded Las Vegas Grand Prix F1 Hub opens at the Venetian with Hello Kitty, Lego and Disney merchandise
The Las Vegas Grand Prix's temporary F1 Hub store is open in a larger space at the Venetian through Nov. 28, with brand collaborations, team gear and a 10% discount for local residents during November.
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What happened
The Las Vegas Grand Prix has opened an expanded version of its F1 Hub, a temporary merchandise store inside the Venetian, the Las Vegas Sun reported. Organizers secured a bigger space this year to show off collaborations with Sanrio, the company behind Hello Kitty, along with Lego and Disney.
The store will stay open until Nov. 28. According to the Sun, race week begins Thursday with practice sessions. A media preview of the hub took place Saturday, Nov. 7.
What shoppers will find inside
First floor: host-city gear, Disney and Lego
Visitors walk in past a neon Las Vegas Grand Prix photo backdrop lined with racks of host-city clothing and accessories, the Sun reported. Nearby, a red wall of Mickey Mouse plush toys promotes Disney's "Fuel the Magic" campaign. It sits next to a Lego display stocked with branded clothing and miniature Formula 1 car building sets.
The first floor also carries official team uniforms from Ferrari, Mercedes and McLaren, according to the Sun.
Hello Kitty and F1 Academy
At the back of the first floor is the Sanrio Hello Kitty and Friends display. The partnership is now in its second year with F1 Academy, the all-female development series of Formula 1. Shoppers are greeted by a full-size race car model wrapped in pink Hello Kitty livery and topped with a giant bow, surrounded by caps, scarves, jackets and plush toys.
One featured item is a sweater that pairs Hello Kitty with F1 Academy managing director Susie Wolff in a "kawaii" style, a play on the Japanese word for cute. Sanrio brand and public relations manager Jon Yau explained the design to the Sun. Yau said the collaboration aligns the two brands around shared values such as inclusion, individuality, friendship and kindness. He said he hopes the collection becomes a way for girls to discover F1 Academy.
Premium apparel with a local theme
Designer Etai Drori of Etai LA created a premium line for the hub, the Sun reported. It includes cashmere scarves, silk-lined jackets, 3D-printed details and two pieces made with contemporary artist Felipe Pantone. Drori drew on local imagery, including the historic "Welcome to Fabulous Las Vegas" sign and the neon energy of the Strip street circuit, and said he adapted the pieces for cool fall nights in the desert.
Second floor: other races and custom caps
Upstairs, a broader "World of F1" collection features merchandise from other races, including the British, Japanese, Italian and United States Grands Prix. The upper level also has two interactive Disney-themed photo booths, where visitors can make ID badges or photo strips. A custom cap bar lets shoppers choose patches that are applied on site.
What organizers said
Austin Brown, vice president of marketing for the Las Vegas Grand Prix, told the Sun that the organizers' goal was to give fans as many chances as possible to buy products. Those could commemorate Las Vegas or other stops on the F1 calendar. Brown said each stop is a chance to make the most of the destination, which in Las Vegas means highlighting entertainment and hospitality.
Brown also said organizers see the race as a way to put what Las Vegas offers on a global stage. For more on race week preparations, see our coverage of the Las Vegas Grand Prix security plan.
Hours and the local discount
According to the Sun, the F1 Hub is open from 10 a.m. to 9 p.m. through Tuesday. From Wednesday through Nov. 22, hours are 8 a.m. to 9 p.m. From Nov. 23 to Nov. 28, the store is open 10 a.m. to 7 p.m., and it will be closed on Thanksgiving Day.
Las Vegas residents can get a 10% discount on purchases at the F1 Hub throughout November, F1 officials told the Sun. More local happenings are collected in our community section.
What to watch next
- Race week begins Thursday with practice sessions, according to the Las Vegas Sun.
- Store hours change Wednesday to 8 a.m. to 9 p.m. and run that way through Nov. 22.
- The hub closes on Thanksgiving Day and ends its run on Nov. 28.
- The 10% Las Vegas resident discount is available through the end of November.
