Australian streetwear store puts McLaren F1 car in their shop… no better way to attract customers

A McLaren F1 car is now on display inside Culture Kings’ Melbourne store for Race Week, flanked by official F1 collections, fan activations, and brand-led installations.

The move anchors a full week of motorsport-themed retail programming tied to the Australian Grand Prix.

Culture Kings is using the moment to draw crossover interest from both racing fans and streetwear consumers.

The F1 collections, combined with the physical presence of the McLaren F1 car, turn the space into a live campaign.

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F1 Collections and a McLaren F1 Car Share the Spotlight

The McLaren F1 car was carefully transported through Melbourne’s CBD and positioned inside the Russell Street flagship ahead of the Race Week calendar.

Once installed, it became the visual centre of the store’s multi-brand layout, which now includes rotating displays of F1 collections tied to McLaren, Ferrari, and Mercedes teams.

Culture Kings has integrated multiple drops across the week.

Mitchell & Ness x McLaren pieces feature the helmet designs of Lando Norris and Oscar Piastri.

Puma’s Ferrari range leans on heavy red tones and oversized silhouettes, while Adidas x Mercedes-Benz keeps to a clean, tonal look with Tiffany green accents.

None of the F1 collections are exclusive to Culture Kings, but the coordination with Race Week gives them added visibility.

The clothing itself balances team loyalty with a wearable streetwear aesthetic.

Each brand offers designs that can blend into daily wear without looking like race-day merchandise.

In a retail space already known for blending fashion with cultural trends, the addition of motorsport branding feels intentional rather than opportunistic.

Culture Kings Uses Race Week to Anchor Motorsport Retail

Race Week at Culture Kings isn’t limited to products.

The brand has installed racing simulators mapped to the Albert Park circuit and introduced digital leaderboards to track in-store performance.

Archive displays and live programming are layered throughout the space, turning the retail floor into a rotating set of activities tied directly to the Grand Prix schedule.

Watch parties are scheduled for the weekend, effectively transforming the store into a public viewing venue.

With the McLaren F1 car in full view and daily programming drawing consistent foot traffic, the store has become an unofficial Race Week stop.

Culture Kings has found a way to position itself alongside the motorsport calendar without relying solely on product or sponsorships.

The McLaren F1 car might be the headline, but the broader campaign suggests a more calculated approach to activating culture in a retail environment.

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