The Shoey Bar: A wildly popular race week activation inspired by the beloved victory celebration in Formula 1® known as doing a "shoey." The mechanics of the celebration, popularized by Australian driver Daniel Ricciardo, are simple: the winner, while standing atop the podium, takes off his shoe, fills it with champagne, and enthusiastically chugs from the heel.
In connection with this bold, high-octane spirit, Shoey Bar offers F1® fans a chance to take part in their own toast to triumph. Guests who purchase a limited-edition Shoey receive it filled with a signature Red Bull cocktail, allowing them to throw back and celebrate like a true F1 champion.
In connection with this bold, high-octane spirit, Shoey Bar offers F1® fans a chance to take part in their own toast to triumph. Guests who purchase a limited-edition Shoey receive it filled with a signature Red Bull cocktail, allowing them to throw back and celebrate like a true F1 champion.
Working in close collaboration with renowned Italian racing brand Sparco, 2,500 limited-edition shoes were designed for race enthusiasts to purchase during the F1® Las Vegas Grand Prix weekend. In its 2nd year, Shoey Bar also debuted miniature, hand-painted, ceramic replicas of the Shoey, packaged in fully customized slide boxes, as the perfect memorabilia keepsake from the sporting event.
Celebrities such as Eva Longoria, Mark & Donnie Wahlberg, Jeremy Renner, Jenny McCarthy - and of course - MGM Resorts International's Celebrity Chefs Wolfgang Puck and Michael Mina enjoyed the buzzed-about race week activation.
CREDITS
JANAE NIELL -- Design & Creative Direction, Photo Styling & Retouching
OSCAR MORENO -- Lead Graphic Design
JENNIFER CULILAP -- Graphic Design Support
RICHARD KRAUSE / TREVOR OSHANA -- Art Direction & Photography
KEVIN ANDERSON -- Copywriting
CHRISTA MEYRICK / OWEN CHILDERS -- Production
JANAE NIELL -- Design & Creative Direction, Photo Styling & Retouching
OSCAR MORENO -- Lead Graphic Design
JENNIFER CULILAP -- Graphic Design Support
RICHARD KRAUSE / TREVOR OSHANA -- Art Direction & Photography
KEVIN ANDERSON -- Copywriting
CHRISTA MEYRICK / OWEN CHILDERS -- Production
Designed through MGM Resorts International