© Sebastian Kraft / Red Bull Content Pool
This weekend, Visa Cash App Racing Bulls arrived at Hockenheimring for GLUCKSGEFUHLE Festival, but this time, not for a Grand Prix. Across three days, the Formula One team stepped outside of its usual environment to place itself at the heart of electronic music, creativity and festival culture to over 250,000 people.
The activation is part of VCARB's push to connect with a new generation of fans by showing up in the spaces they already occupy, while keeping Formula One at the center of its identity. Across the festival weekend, which featured headline acts including David Guetta, Hardwell and Ayliva, visitors experienced distinct sides of VCARB.
Garage Sessions Are Back!© Sebastian Kraft / Red Bull Content PoolGarage Sessions
VCARB transformed the Hockenheimring pit garages into an intimate, high-energy music venue. On Friday and Saturday, Crunkz, Heidi Rugen, Juliet Sikora, Maxomar and Scane performed from the center of the garage, surrounded by festival-goers; blending club-night energy with a setting only Formula One can provide. Sitting at the front of the space was VCARB's Japan livery inspired by the Red Bull Spring Edition, giving visitors an up-close look at one of the team's most striking designs.
The VCARB Secret Set
On Friday night, VCARB took over the Red Bull Energy Station for a secret set from Boris Brejcha - ranked No.49 in DJ Mag's 2025 Top 100 DJs poll. The artists's identity remained under wraps until the official reveal, creating one of the biggest moments of its Glücksgefühle weekend.
Boris Brejcha Turning Up© Sebastian Kraft / Red Bull Content PoolCreating Champions, Championing Creativity
Talent development has always been core to VCARB's identity, and that extends well beyond racing drivers. Through VCARB's Creator Platform, the team gives 'wiiings' to emerging creators across music, fashion, art design and content, offering the chance to work alongside the team and build lasting relationships. Discovered through the Creator Platform, DJ Heidi Rugen first performed for VCARB at Silverstone, leading the team to strengthen its work with the artists. At GLÜCKSGEFÜHLE Festival, DJ Heidi performed across both days of Garage Sessions, reflecting the ambition of the Creator Platform at its core.
The Creative Aspect© Sebastian Kraft / Red Bull Content PoolPit Stop Challenge
Festival-goers tested themselves against the clock in VCARB's Pit Stop Challenge, experiencing first-hand the speed, teamwork and pressure of changing a Formula One wheel; a rare test of a moment usually reserved for race day.
Pit Stop Challenge© Sebastian Kraft / Red Bull Content PoolPeter Bayer, CEO Visa Cash App Racing Bulls, said: "As a team, our ambition is to connect with a new generation of fans by meeting them in the cultural spaces they already engage with, while keeping Formula One at the heart of who we are. Our first partnership with GLÜCKSGEFÜHLE Festival gave us an exciting opportunity to bring the team into a new environment and create more meaningful ways for fans to engage with the team. It's an approach we're excited to build on as we continue to broaden the ways people experience and connect with VCARB."
Heidi Locking It Down© Sebastian Kraft / Red Bull Content Pool
