In this series, Agency Correspondent Heather Nicholls takes you behind the scenes of the most compelling brand activations and events, uncovering the creative minds and strategic agencies driving them.
In the third edition we meet, global events agency, INCA, the agency behind TAG HEUER at Miami Grand Prix 2024 and 2025.
The brief: In 2024 the brief was to create a premium pop-up experience celebrating the TAG Heuer x Kith collaboration, a high-impact space that balanced elevated retail with a cultural moment. In 2025 , the task evolved: reinterpret an existing global concept specifically for the Miami audience. Across both years, the objective was clear: deliver a luxury experience rooted in storytelling, relevance, and brand distinction during one of TAG Heuer’s most visible weekends.
The 2024 pop-up featured a large circular platform, inspired by a watch face, that displayed a racing car, surrounded by three structures. Each structure highlighted a different part of the brand’s heritage and its collaboration with Kith, including built-in displays for an official racing suit and all ten watches from the TAG Heuer x Kith collection.
The 2025 pop-up was a custom-built container featuring interior displays of the current watch collection, authentic racing gloves, a steering wheel, and museum-quality exhibits with brand imagery and information. In front, the footprint included space to showcase a Formula One racing car.
Both activations exceeded expectations. In 2024, overwhelming demand led to an expansion from one location to two, with the entire collection selling out and over 30 million impressions being generated in the first weekend. In 2025, the activation ran for 13 days, drove consistent foot traffic, surpassed sales goals, and created strong buzz thanks to standout visuals and high-profile appearances.
Each concept was grounded in TAG Heuer’s Formula One Legacy. In 2024, that heritage met streetwear through the Kith collaboration. In 2025, the team was handed a touring global design, which they localised and elevated by weaving in Miami’s luxury culture and the high energy of Grand Prix weekend.
Amanda Garrett, director of growth at INCA Production says: “The approach in both years was intentional and agile. In 2024, a compressed timeline required precision, creating a multifunctional space for retail, media, and VIPs. In 2025, the team deconstructed and rebuilt a global concept, identifying what to keep, expanding storytelling, and integrating structural flexibility for future use.”
She added: “In both years, collaboration was key. 2024 involved coordination between TAG Heuer, Kith, Red Bull Racing, and global leadership. 2025 built on that trust, with fast, fluid collaboration rooted in shared standards and a strong working relationship with TAG Heuer’s global team.”
Both years reflected trends of a broader shift away from traditional retail towards collectible culture and immersive storytelling. These activations bridged that evolution, creating moments that merged fashion, motorsport, and brand heritage into a compelling cultural statement.
Garrett added: “These back-to-back projects sharpened the team’s ability to scale creative concepts while preserving originality and detail. The experience deepened INCA’s understanding of TAG Heuer’s “luxury meets performance” ethos and reinforced the value of adaptable, tour-ready builds.”
She also explains that the main challenge in 2024 was navigating a tight timeline while maintaining global brand alignment and in 2025 difficulty presented in terms of adapting a global design to a Miami-specific footprint.
She said: “In both cases, the team succeeded through decisive execution, clear communication, and a commitment to quality without compromise.”
