Lewis Hamilton Heads Home as Immersive Ferrari British GP E… read more
Seven-time Formula 1 World Champion Lewis Hamilton is heading back to his roots this weekend, returning to Silverstone for the iconic British Grand Prix—this time donning Ferrari red for the very first time in his illustrious career. As Hamilton prepares for his emotional homecoming at the historic circuit, fans who can’t make it to the racetrack need not feel left out. Thanks to a new collaboration between Ferrari and Peroni Nastro Azzurro 0.0%, a slice of the British Grand Prix is coming straight to the heart of London.
From July 3 to July 5, 2025, Covent Garden will transform into an F1 paradise as Ferrari and Peroni host a three-day immersive experience that blends the high-octane world of motorsport with the elegance of Italian culture. The pop-up promises an unforgettable journey for fans and newcomers alike, giving Londoners a rare opportunity to engage with the Scuderia Ferrari HP team in a unique and stylish setting.
The event is centered around a celebration of Ferrari’s drivers—Lewis Hamilton and Charles Leclerc—with the duo’s passions and personalities woven throughout the experience. One of the event’s highlights is the culinary offering: attendees will be able to enjoy Hamilton and Leclerc-themed pizza and cocktail pairings. Crafted with flair by Michele Pascarella, who holds the title of 50 Top Pizza Europa’s No. 1 Pizza Chef, the #44 and #16 pizzas are inspired by the respective drivers’ identities and racing styles. Alongside the pizza experience, award-winning mixologist Federico Riezzo will host cocktail workshops, where guests can craft bespoke beverages that capture the spirit of Ferrari and the refreshment of Peroni Nastro Azzurro 0.0%.
Of course, the event wouldn’t be complete without a dose of competition. F1 fans can test their racing reflexes through interactive racing simulators, competing against fellow attendees for prizes and bragging rights. Meanwhile, the centerpiece of the pop-up will undoubtedly be the showcase of a real Scuderia Ferrari HP show car, flanked by life-sized replica helmets worn by both Hamilton and Leclerc. This eye-catching display is perfect for photo opportunities and gives fans an up-close look at the design and engineering brilliance behind the sport’s most iconic team.
Adding another layer of sophistication and creativity, the experience will feature an exclusive fashion gallery inspired by race-day aesthetics and the personalities of Ferrari’s drivers. This curated exhibition brings together elements of style, speed, and innovation, reflecting how Formula 1’s influence now extends far beyond the track and into lifestyle and culture.
Not to be overlooked is the pop-up’s intimate cinema room, where a handpicked selection of Hamilton and Leclerc’s favorite films will be screened. Among them is Ferris Bueller’s Day Off, a classic that holds a special place in Hamilton’s heart. Earlier this year, the British F1 icon delighted fans with a humorous and nostalgic re-edit of the film, featuring a surprise cameo of his own. The screening offers fans a personal window into the lighter, more relatable side of the drivers.
Whether you’re a devoted Scuderia Ferrari supporter, a Lewis Hamilton admirer, or simply curious about the glamour and energy of Formula 1, this Covent Garden experience is designed to captivate and entertain. It brings the passion of the paddock to everyday fans and invites them to celebrate the sport, not just as spectators, but as part of its broader lifestyle and cultural appeal.
As the British Grand Prix roars into action at Silverstone, London will echo with the sounds and spirit of Ferrari, making this immersive event a perfect tribute to Hamilton’s first home race in red—and a vibrant celebration of sport, style, and speed.
