Nu x Mercedes AMG PETRONAS

House of Nu Powered by HeroMirror AI

Experience

Fact Sheet

Client

Nu x Mercedes Petronas F1 team

Location

House of NU
Miami GP

ARSetup

HeroMirror AI

Step Into House of Nu with HeroMirror AI

At the 2026 Miami Grand Prix, Nu and the Mercedes AMG PETRONAS F1 Team wanted more than a static display of their special race weekend suits. They wanted fans to step inside the partnership and feel part of the world around it.

Using INDE’s HeroMirror AI, House of Nu transformed visitors into the heroes of the activation, placing them inside Nu’s purple world in a branded, photoreal experience inspired by the same race suits worn by George Russell and Kimi Antonelli.

House of Nu was a three day Miami activation built to celebrate the new partnership between Nu and Mercedes AMG PETRONAS during Grand Prix weekend. The experience brought together the special edition race suits, F1 storytelling, and fan engagement in one curated environment.

The opportunity was not simply to let fans “wear a suit,” but to create excitement around the reveal, deepen the partnership story, and deliver an interactive AR experience that felt as modern and ambitious as the brands behind it.

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Challenge: The activation had to do several things at once:

  • Bring fans into the Nu x Mercedes AMG PETRONAS story through a premium, app free experience.

  • Reflect the exclusivity of the three race suits created for George Russell and Kimi Antonelli without reducing the moment to a simple costume swap.

  • Preserve each guest’s own face, expression, and identity while placing them inside a fully branded visual world.

  • Reproduce suit details, sponsor marks, and logos accurately and safely, even under tight confidentiality and short production timelines.

Because the suits were kept secret until just before the Miami race weekend, the final content had to be integrated quickly without losing realism, polish, or brand control.

Solution: Step Inside Nu’s
World with HeroMirror AI

INDE deployed HeroMirror AI as the centerpiece of the House of Nu activation, using the platform as an AI powered photo booth that instantly placed fans inside a premium branded scenario.

Built on HeroMirror’s proven event hardware and engagement infrastructure, HeroMirror AI is designed to photo-realistically place any audience member inside any branded environment, outfit, or role, with VFX-grade output rendered in under a second.

For House of Nu, that meant:

  • Guests selected one of the three special Miami race weekend looks inspired by the suits worn by George Russell and Kimi Antonelli.

  • HeroMirror AI placed them into Nu’s purple world, not just into an outfit, creating a more immersive brand moment.

  • The system preserved each person’s human features and expressions, keeping the output personal and recognisable.

  • The final image felt premium, photoreal, and shareable, turning each interaction into a branded memory from the event.

This approach shifted the experience away from pure wardrobe simulation and toward transformation, which is exactly where HeroMirror AI is strongest.

The Fan Experience

From the visitor’s point of view, the experience was fast, intuitive, and high impact:

  • They entered House of Nu and arrived at the HeroMirror AI station as part of the broader partnership journey.

  • In seconds, HeroMirror AI transformed them into part of brand’s world, using the race suit as a storytelling anchor rather than the entire experience.

  • Using the touchscreen, they selected one of the three exclusive race weekend looks.

  • They posed for a premium hero image that connected them directly to the partnership, the reveal, and the Miami Grand Prix atmosphere.

The result was a fan moment that felt closer to stepping into a campaign than simply trying on a garment.

Why It Worked

HeroMirror AI is positioned around three moments: attract, transform, and capture. At House of Nu, that model fit perfectly. The installation drew people in, transformed them into the center of the story, and gave them a shareable output they wanted to keep.

For Nu and Mercedes AMG PETRONAS, the activation helped turn a limited edition race suit reveal into a broader interactive AR experience that supported excitement, exclusivity, and branded storytelling in one seamless flow.

For brands exploring augmented reality try on, AI powered photo booths, or fan-first event technology, this project shows the value of moving beyond pure try-on and toward full world building, where the audience does not just see the campaign, they step inside it.

Deliverables

  • Seamless, user-friendly deployment..

  •  AR Software and Content.

  • Custom Branded with featured baseball stars.

  • Delivered via online dashboard

🏎️ INDE 🏁

Nu X Mercedes AMG Petronas

🏎️ INDE 🏁 Nu X Mercedes AMG Petronas