![]() ![]() ![]() Tinx and I chat about her upcoming book, which combats scarcity mindset when it comes to dating, and she says it’s the book she wishes she had in her early 20s. I briefly lose my mind watching a video where Bufoni drops into a half pipe constructed on a plane and then skydives out of said plane. I order a Grey Goose and Red Bull and join influencers like Tinx, Tefi, and Channing Centeno, a mixologist and creator of Bonnies’ famous MSG martini, to watch a Q&A with snowboarder Mark McMorris, skateboarder Leticia Bufoni, and tennis player Reilly Opelka. The girls lead me into a half indoor-half outdoor bar that smells like a chimney (“good luck telling a man he can’t smoke inside,” the F1 invitee shrugs), where I leave them to flirt with tan septuagenarians who kiss our cheeks. She can’t believe her luck, but says she is still stressed about having to spend $100 on an Uber to the racetrack an hour north. They’re visiting from New York and one of them tells me about how she just scored an F1 invite: She met a guy who works for BMW who invited her to his box for the race on Sunday. Our first stop is at Soho Beach House, where Red Bull is hosting a party. “If Formula One has a signature scent, though, it wouldn’t be Santal 33, but Tar by Comme des Garçons, a sticky eau de gasoline that smells like hot rubber on hotter pavement with a top note of cold, hard cash.” Oracle Red Bull Racing is a stalwart of F1, sponsoring the first and second place winners this year: Max Verstappen and Sergio Michel "Checo" Pérez Mendoza. If Formula One has a signature scent, though, it wouldn’t be Santal 33, but Tar by Comme des Garçons, a sticky eau de gasoline that smells like hot rubber on hotter pavement with a top note of cold, hard cash. It is Friday afternoon, and we are on our way to 1 Hotel South Beach, the five-star hotel where everyone is constantly wiping their nose if only to combat the gallons of Le Labo pumping through the elevator shafts at at all times. A-list drivers are attending Louis Vuitton and Givenchy shows official F1 merchandise sales went up 101% in 2022 even PacSun has an F1 collection, and you can’t walk down a street in Manhattan without spotting someone in a racing jacket. Formula One has become a pseudo runway, confirmed by a recent Vanity Fair spread showcasing the sartorial ascent of the stars of Drive to Survive. Attendance from 2019 to 2022 shot up 36 percent the fifth season premiere of the Netflix docuseries Drive to Survive in February saw a 40 percent jump in its first week over 2022’s and Will.i.am and Lil Wayne dropped “The Formula,” a single inspired by F1, on Saturday, the day before the race. It’s a place to watch engines rev at 220 mph to race in 57 laps for a total of 191.5 miles in less than two hours on the scorching pavement of the Hard Rock arena, ideally while relaxing by a pool filled with women in bikinis and mermaid tails while a DJ blasts “I’m Blue” by Eiffel 65.įormula 1 has been gaining popularity in recent years, particularly among the young and fashion-obsessed. It’s a place to catch the Jonas Brothers DJ on a yacht or to spot Elon Musk pretend to be a human, to watch Ludacris perform a set at renowned strip club E11EVEN, or spy a Kansas City quarterback bobbing to an Abba remix at Sexy Fish. We’ve just arrived for the Formula 1 Miami Grand Prix, which is a sporting event in the same way the Kentucky Derby is about the race, or Coachella is about the music or Art Basel is about the art - which is to say, it’s a place to spend and to make money, to see and be seen. “There needed to be a cultural event in the time between Art Basel, Fashion Week, and Coachella,” my companion in the shuttle from the Miami airport says as we pass a superyacht docked on Biscayne Bay, the light on the water blinding you if you stare too long.
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