Last weekend, Qatar Duty Free returned to the Formula 1 Qatar Airways Qatar Grand Prix with a statement of intent. For the first time ever, the retailer brought the Louis Vuitton Lounge to the Lusail International Circuit, transforming the November 28 to 30 race weekend into a showcase of luxury, hospitality, and high-octane glamour. What emerged was a suite experience that blended the precision of motorsport with the refinement of two global powerhouses.
Inside the space, guests stepped into an environment shaped by Louis Vuitton’s design codes and Qatar Duty Free’s hospitality standards. The atmosphere echoed the brands’ ongoing collaboration, which began in 2023 with the debut of the Louis Vuitton Lounge by chef Yannick Alléno at Hamad International Airport. That partnership has since become a touchpoint for travelers seeking a more expressive approach to airport dining and luxury service. At Lusail, visitors were offered a taste of that experience through curated desserts and beverages brought directly from the airport lounge to the track.
The lounge offered a front-row seat the track action and podium as Max Verstappen celebrated another triumph as he took home the trophy at the FORMULA 1® Qatar Airways Qatar Grand Prix 2025 in Doha. Presented in its bespoke Louis Vuitton Trophy Trunk, this marks the 24th trophy trunk of the season and the 23rd race in Formula 1’s thrilling calendar.
The Louis Vuitton Trophy Trunk, designed to both protect and showcase the coveted award, was a star in its own right. It appeared in key moments throughout the weekend, on Friday at the Louis Vuitton store in Place Vendôme Mall, on the starting grid during the national anthem, and finally on the podium for Verstappen’s victory celebration.
Adding to the spectacle, Louis Vuitton unveiled a dynamic new graphic logo across Doha’s track signage, evoking speed and heat, an homage to the high-octane world of Formula 1®.
“Victory travels in Louis Vuitton,” the Maison proclaims, continuing a long tradition of crafting iconic trunks for the world’s most prestigious sporting competitions. From the America’s Cup in 1983 to the Olympic & Paralympic Games Paris 2024, Louis Vuitton has been the trusted custodian of sporting excellence, marrying emotion, precision, and craftsmanship.
This weekend, that legacy raced to the forefront once again, as Verstappen’s win became part of both Formula 1 and Louis Vuitton history.
ALSO READ: FORMULA 1 OUTFITS: THE HOT GIRLS’ GUIDE TO GRAND PRIX DRESSING.
