Key Highlights:
- Lewis Hamilton’s lifestyle apparel brand, Plus44, has launched its debut Southeast Asian pop-up store at The Shoppes at Marina Bay Sands in Singapore.
- The exclusive “Plus44 Marina Spaceport” capsule collection features a creative collaboration with Singaporean artist Jahan Loh, highlighted by his signature spaceman motifs.
- The activation also showcases Hamilton’s non-alcoholic label, Almave, beginning a 12-month retail presence alongside special race-week beverage offerings.
Lewis Hamilton Expands Business Ventures with Singapore Pop-Up
Over a Formula 1 career spanning nearly two decades, seven-time World Champion Lewis Hamilton has cemented his status as one of motorsport’s all-time greats. Alongside his racing achievements, Hamilton continues to expand his presence beyond the paddock into cinema, philanthropy, and fashion. As Formula 1 arrives for the Singapore Grand Prix, Hamilton is bringing his lifestyle and apparel brand, Plus44, to Southeast Asia for the very first time via a dedicated retail pop-up.
Plus44 offers an array of contemporary streetwear, including hoodies, T-shirts, shorts, tracksuits, and related garments. To commemorate its arrival in the city-state and engage directly with the local creative community, the brand has introduced a regionally exclusive capsule dubbed “Plus44 Marina Spaceport.” The collection prominently integrates the celebrated spaceman artwork of contemporary Singapore artist Jahan Loh into race-week pieces, fusing motorsport culture with the country’s vibrant modern art scene.
Inside the Plus44 Marina Spaceport Experience
The temporary boutique is situated inside The Shoppes at Marina Bay Sands, located directly opposite Yardbird Southern Table & Bar. Operating across a limited timeline, the pop-up opened on 5 October and remains accessible to visitors through 11 October. Inside, customers can browse core Plus44 items alongside specialized collaborative garments, notably a celestial-camo tracksuit adorned with Loh’s distinctive artistic touch. Fans unable to attend the in-person event can access apparel directly online via the brand’s official platform, plus44.world.
Hamilton’s venture in Singapore extends past apparel. His non-alcoholic spirit venture, Almave, is integrated into the broader Marina Bay Sands commercial initiative. This collaboration establishes a full twelve-month retail deployment running from October through September of the following year. For race week, a curated campaign known as “The Almave Circuit” is spotlighting a bespoke zero-proof cocktail named “The Lewis.” The specialty drink is being poured from 8 October to 15 October across dining destinations including Bread Street Kitchen and Yardbird Southern Table & Bar.
Speaking on the launch and the regional arrival of his labels, Hamilton expressed his enthusiasm for the project:
“I’m excited to join forces with Marina Bay Sands to introduce Plus44 and Almave to Team LH and audiences throughout Southeast Asia,” Hamilton said. “Singapore is a city that I always love returning to, and I’m grateful for the support from Marina Bay Sands in providing an incredible platform to bring these brands to life through memorable experiences.”
Why This Matters
Modern Formula 1 drivers are increasingly leveraging their global profiles to establish self-sustaining commercial empires outside of motorsport. Lewis Hamilton has been at the forefront of this trend, using high-profile destination races like the Singapore Grand Prix to tap into luxury and lifestyle markets. The launch represents the first operational footprint for Plus44 anywhere in Southeast Asia, positioning the brand to capture long-term consumer interest well beyond track boundaries. Furthermore, combining fashion with Almave’s year-long footprint establishes an extended commercial bridgehead at Marina Bay Sands, demonstrating how elite sports personalities are structuring multi-category retail platforms around iconic global sporting events.
Frequently Asked Questions
Where is the Plus44 pop-up located, and what are its operational dates?
The Plus44 pop-up is located at The Shoppes at Marina Bay Sands across from Yardbird Southern Table & Bar in Singapore. It officially opened its doors on 5 October and will operate through 11 October.
What unique items are featured in the Marina Spaceport collection?
The collection features core apparel such as hoodies, shirts, shorts, and tracksuits, alongside exclusive designs developed in collaboration with Singapore artist Jahan Loh. Key highlights include Loh’s signature spaceman imagery and a dedicated celestial-camo tracksuit design.
What is Almave, and where can it be found during race week?
Almave is Lewis Hamilton’s non-alcoholic brand. In addition to a year-long retail partnership running through September of next year at Marina Bay Sands, a signature zero-proof cocktail titled “The Lewis” is being served from 8 October to 15 October at both Bread Street Kitchen and Yardbird Southern Table & Bar as part of The Almave Circuit.
