Ferrari summon Lewis Hamilton to London ahead of B… read more
As excitement builds for the iconic British Grand Prix at Silverstone, Formula 1 legend Lewis Hamilton made a special appearance in London this week, where he was summoned by Ferrari to help launch a unique racing-inspired experience in the heart of the city. The event, celebrating the second year of collaboration between Scuderia Ferrari HP and Peroni Nastro Azzurro 0.0%, offered fans an immersive taste of Italian racing culture just days before the home race of Britain’s most decorated driver.
Set against the bustling backdrop of Covent Garden, the exclusive event — The House of Peroni Nastro Azzurro 0.0% — opened its doors to the public on July 3 and runs through July 5. It serves as a brand celebration infused with Ferrari’s premium Italian style and a nod to the thrilling world of Formula 1. Marking Hamilton’s first home Grand Prix appearance as a Ferrari driver, the event offered a perfect opportunity for the team to engage with fans in a distinctly Italian fashion while showcasing the passion, precision, and flair that defines both Ferrari and Peroni.
Hamilton, who appeared in high spirits, arrived at The Stables in Covent Garden to officially declare the pop-up open. The 40-year-old British driver was joined by British media personality and the evening’s host, Nick Grimshaw, creating a lively and engaging atmosphere for attendees. The duo watched on as renowned Pizza Chef Michele Pascarella took center stage, offering an entertaining and educational masterclass in Neapolitan pizza-making — with a twist. Among the culinary highlights was the Hamilton-inspired #44 pizza, a creative tribute to the racing icon’s car number. Guests could also indulge in mocktails named #44 and #16 — honoring both Hamilton and his Ferrari teammate, Charles Leclerc.
The centerpiece of the experience, however, was the presence of a Ferrari F1 showcar, giving fans the rare opportunity to get up close and personal with the striking machine. Adding to the authenticity, replica helmets and race suits worn by Hamilton and Leclerc were also on display, capturing the attention of motorsport enthusiasts and casual visitors alike. The exhibit allowed fans to appreciate not only the technological prowess of Ferrari’s race cars but also the cultural legacy and glamour associated with the team.
Speaking during a Q&A session with Grimshaw, Hamilton reflected on the cultural transition he has undergone since joining Ferrari — a significant move after long tenures with British teams McLaren and Mercedes. With a smile, Hamilton recounted how different the team dynamics are at Ferrari compared to his previous experiences. “The Brits loved curry,” he joked. “My British team would always have a curry, so like on Sunday morning when they’d come into the race they’d literally stink — garlic was just in our engineering room all the time.” His lighthearted anecdote drew laughs from the audience, as he contrasted that environment with Ferrari’s deeply rooted culinary traditions.
“In Maranello, there’s literally a scheduled time in the day for lunch. They can never, ever miss it,” Hamilton shared. “Sometimes I go into the garage to talk to my mechanics, and I’m like, where is everyone? They’re at lunch. I think they’re the only team that does that!” The remarks illustrated not only the cultural adjustment but also Hamilton’s admiration for the passion and discipline of his new Italian colleagues.
Rob Hobart, Marketing Director at Asahi UK, which owns Peroni Nastro Azzurro 0.0%, emphasized the significance of the event as more than just a brand showcase. “We’re proud to bring The House of Peroni Nastro Azzurro 0.0% to London — an experience that embodies everything our partnership with Scuderia Ferrari HP stands for: passion, precision and premium Italian style,” Hobart said. “As we enter our second year together, we’re excited to give fans a unique opportunity to get closer to the world of F1, all while enjoying the refreshing taste of Peroni Nastro Azzurro 0.0%.”
For those interested in experiencing the unique event, The House of Peroni Nastro Azzurro 0.0% remains open through Saturday, July 5. Entry is free, but fans must register via Club Peroni to secure tickets. With bespoke pizza, signature drinks, racing memorabilia, and the opportunity to celebrate F1 with one of its greatest icons, the event is proving to be a fitting curtain-raiser to what promises to be a thrilling British Grand Prix weekend.
As Hamilton returns to Silverstone — his home turf — for the first time in Ferrari red, the sense of anticipation among fans is palpable. And thanks to this one-of-a-kind event in London, many of them have already had a front-row seat to Ferrari’s new era, where Italian flair meets British legend.
