Brands lap the city with Formula 1 activations and driver meet ups

The engines haven’t even roared yet, but Formula 1 (F1) fever has already taken Singapore by storm. Fans are revving up for a chance to meet their favourite drivers and dive into one-of-a-kind experiences ahead of the big race.

Yesterday, malls across the city turned into pit stops for F1 fanatics. McLaren’s Lando Norris pulled up at VivoCity as the face of Ralph Lauren’s Polo Red Racing campaign, while Ferrari’s Charles Leclerc had hearts racing at Puma’s Orchard flagship. Meanwhile, British-Thai driver Alex Albon of Williams Racing made a pit stop at Marina Square, alongside James Vowles, Lia Block, and F1 champion Jenson Button, to greet fans and snap some selfies.

With race day still on the horizon, the checkered flag isn’t the only thing fans can chase—there’s plenty more trackside action ahead. Fans can expect driver meet-and-greets, interactive pop-ups, and opportunities to show their love for speed in style.

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Kimi Antonelli fan meet – Adidas Brand Centre Orchard

Formula 1’s youngest rising star, Mercedes-AMG F1 driver Kimi Antonelli, will be at the Adidas Brand Centre Orchard on 2 October, giving fans a chance to meet him in person. The activation ties motorsport excitement to lifestyle fashion with the FW25 Motorsports key city tees, a collection celebrating Singapore’s race spirit.

The drop features three bold designs, including the “Maju-lah” tee (Malay for “Onward”) and a blockbuster-style Mercedes-AMG PETRONAS F1 Team helmet tee, combining speed, ambition, and local flair. Fans can engage with the brand, try on race-inspired apparel, and create social content that merges fashion with F1 energy, making the pop-up a dynamic prelude to the Grand Prix.

Atlassian Williams Racing Fan Zone – Marina Square

The Atlassian Williams Racing Fan Zone gave fans an up-close experience with the team and its drivers. Alex Albon thanked supporters and shared that he feels “at home” in Singapore, describing the team and its fan community as “like a family.” The activation offered interactive experiences and a chance to connect directly with the Williams Racing brand.

Elemis x Aston Martin Aramco F1 pop-up – Ion Orchard

The Elemis pop-up offers fans a one-of-a-kind fusion of luxury skincare and motorsport, turning the excitement of the Grand Prix into a sensory experience. Visitors can explore four limited-edition Elemis x Aston Martin Aramco F1 Team skincare kits, each designed to deliver visible results fast, combining high-performance formulations with the precision of a Formula 1 team.

The activation features the Elemis Formula-Powered Car, giving fans a photo opportunity that ties luxury skincare to racing adrenaline. The Pro-Collagen Performance Circuit allows attendees to test their speed and agility through interactive challenges, while social engagement is rewarded with the chance to win a year’s supply of Elemis products. Through this immersive experience, Elemis demonstrates how high-performance skincare can meet high-octane excitement, making it a must-visit for F1 fans who value both precision and indulgence.

Glenfiddich x Aston Martin F1 pop-up – Changi Airport

Glenfiddich’s ongoing pop-up brings fans into the world of luxury spirits and Formula 1 racing. Central to the experience is a full-scale Aston Martin F1 car set against a dramatic Scottish Highlands digital backdrop, creating an immersive connection to the brand’s heritage.

Visitors can sample and purchase limited-edition whiskies, discovering the craftsmanship behind Glenfiddich’s signature expressions while interacting with the high-performance world of motorsport. The activation also emphasises exclusivity and sophistication, allowing fans to experience the thrill of racing alongside the refinement of premium spirits. By blending storytelling, digital immersion, and product engagement, Glenfiddich creates an experiential environment where motorsport and lifestyle meet in a seamless, ongoing activation.

Inside the Garage – B4 ION Station

“Inside the Garage” offers fans an insider’s view of the Visa Cash App Racing Bulls (VCARB) Team, bringing the high-stakes world of Formula 1 closer to the public. Attendees can explore the VCARB showcar, race gear, and interactive setups such as a TUDOR racing simulator and HUGO reaction tests, creating hands-on engagement that mirrors the precision and skill of professional drivers.

Fans can also check out TUDOR’s Black Bay Chrono “Carbon 25”, experience HUGO’s bold fanwear collection, and participate in daily prize draws and redemptions for exclusive merchandise. Adding to the excitement, F1 driver Isack Hadjar will appear on 1 October, giving fans a rare opportunity to meet a professional racer in person.

LEGO Pop-up – ION²

LEGO brings motorsport to life with an interactive pop-up that merges creativity and high-speed excitement. Fans can take part in challenges such as Pedal Power VR Racing and the Rapid Repair tire-changing game, testing their skills while competing for mini-LEGO F1 racecars.

The centerpiece is a life-sized Williams FW16 Race Car, built entirely from over 400,000 LEGO bricks, which serves as both a visual spectacle and a hands-on attraction. Interactive, race-themed activities encourage fans of all ages to engage with the brand while the retail zone offers exclusive merchandise and promotions. By combining nostalgia, engineering, and immersive play, LEGO transforms the F1 experience into an educational and entertaining adventure that keeps fans coming back for more.

Puma x Charles Leclerc appearance – Puma Flagship Store 313@Orchard 

Ferrari fans got a taste of the Grand Prix up close as Charles Leclerc appeared at Puma stores in Orchard. The activation turned the store into a mini pit lane, featuring a tyre-swapping challenge that allowed fans to get hands-on with a motorsport-inspired task.

Participants could win a Puma Scuderia Ferrari HP Leclerc baseball cap, personally signed by Leclerc himself, creating a memorable collector’s moment. The pop-up also highlighted Puma’s F1-inspired fanwear, letting attendees combine brand engagement with interactive racing experiences and social sharing opportunities.

Ralph Lauren Fragrances Polo Red Racing pop-up – Plaza Singapura

Ralph Lauren's "Polo Red Racing" pop-up has transformed Plaza Singapura into a high-octane playground where fragrance meets racing. Visitors can explore Ralph Lauren’s signature scents, take on interactive challenges, and discover limited-edition merchandise.

Lando Norris made a special appearance, meeting fans and elevating the excitement. Completing the pop-up’s digital passport rewards attendees with the exclusive Polo Red Eau de Toilette Racing Edition, reinforcing Ralph Lauren’s fusion of lifestyle and motorsport in an experiential activation that engages multiple senses.

Tag Heuer Tone of Victory - Ion Orchard

TAG Heuer is celebrating its role as official timekeeper for Formula 1 with the interactive "Tone of Victory" pop-up, offering fans a deep dive into the brand’s rich racing history. Attendees can explore iconic timepieces from the golden era of motorsport and take photos with the Oracle Red Bull Racing F1 Team Show Car, blending heritage, luxury, and speed.

The activation highlights technical craftsmanship through interactive displays, including challenges that simulate timing and precision—the core of both F1 racing and TAG Heuer’s watchmaking philosophy. Fans can also meet Yuki Tsunoda on 2 October, offering a personal touch to the brand experience.

5D racing simulator – Velocity@Novena Square

Velocity@Novena Square is bringing the thrill of Formula 1 to life with Singapore’s first GT-X Triple Screen Motion Simulator. Fans can step into the cockpit from 26 September to 5 October for a fully immersive 5D racing experience, combining cutting-edge technology with adrenaline-pumping action.

The activation also includes exclusive collectibles and interactive fan engagement, giving visitors the chance to experience the intensity of the track in a controlled, yet realistic, environment. By blending motion, simulation, and hands-on interaction, Velocity creates a unique motorsport adventure in the heart of Singapore.

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