Back on Track with Jack Daniel’s at the Miami F1 Grand Prix

After last year’s massive success, Jack Daniel’s and Event Lab Creative brought us back to the Miami F1 Grand Prix for another round, and this time, we gave our BNC260 setup a fresh twist.

The BNC260 is one of our boldest builds, four shipping containers (2x 40’ and 2x 20’) reimagined into a two-level open-air experience. At the heart of the activation was a 1,200 sq. ft. rooftop lounge with a dedicated bar, live DJ, comfy couches, charging stations and integrated shades keeping VIPs cool, relaxed, and right on the edge of the action. Two wide staircases kept traffic flowing smoothly, while the view of the track did the rest.

On the first level, four full bars kept the drinks pouring all weekend long. Plenty of TVs kept guests dialed into the race, and once again, Jack Daniel’s leveled up the fan experience with four professional barber chairs offering clean cuts and braids, easily one of the most talked-about features of the setup.

The layout was fully open from end to end, making it easy for fans to move through, discover every zone, and never feel boxed in, ideal for the Miami heat and the high energy of the Grand Prix.

The cherry on top? McLaren sponsored by Jack Daniel’s absolutely dominated, finishing 1st and 2nd. With the entire setup decked out in black and orange, the post-race celebration exploded throughout the space. The rooftop lit up, but honestly, the whole activation was on fire.

We’re proud to be part of this winning team again. Same energy, new upgrades exactly how we like it.