Aditya ChaudhuriAmerican Formula One team Haas have roped in Italian luxury fashion brand Palm Angels as their “Official EntArtainment Curator”.
The partnership will kick off from 2023 and see Haas work with Palm Angels on activations mainly during the Italian, Miami and Las Vegas Grands Prix. Additionally, the Palm Angels branding will be visible on the Haas race car, driver overalls, garage, hospitality lounges and across various Haas channels.
Guenther Steiner, Team Principal of Haas Formula One team, said:
“I’m excited to welcome Palm Angels to the Haas F1 Team and I know it’s a partnership that will bring a totally different dynamic into the Formula 1 paddock. As a brand Palm Angels has enjoyed tremendous growth in a short space of time and it’s not been afraid to do things its own way – not unlike Haas F1 Team.
“We share that synergy and that disruptive nature coming into established industries. The Palm Angels line is based on quality and craftsmanship, a desire to produce the best, and that’s our focus too competing in Formula 1, it’s an obvious alignment between our two companies. More importantly, I know we’re going to have a lot of fun and engagement promoting this partnership – it’ll be a creative and collaborative relationship a bit different to what’s gone before.“
Francesco Ragazzi, Palm Angels’ Founder and Creative Director, added:
“Our identity lies in multiplicity, and I believe in Palm Angels being essentially a perspective onto things, a diverse but precise point of view.
“Curation is the right way to define my approach and I do often use an image to describe what we do: many different things that magically come together by the simple fact of being one next to the other. The partnership with Haas F1 Team will allow us to delve into both the material and the immaterial, creating a synergy based on optimism and dynamism.
“These qualities define both Palm Angels as a brand and Haas F1 as team. I completely adhere to the belief that speed is an expression of everything positive. We’ll move across different media, and I am sure we will all have great time together.“
