ION Orchard revs up with F1 Grand Prix-inspired activations

ION Orchard is shifting into high gear this season, rolling out a campaign that blends the adrenaline of Formula 1 (F1) with the polish of luxury retail.

Titled “Live the race at ION Orchard”, the campaign runs from 22 September to 12 October 2025, and anchors itself within the wider seasonal push “A new season, a new silhouette”, which spans 1 September to 6 November.

Positioned as a fusion of the Grand Prix Season Singapore (GPSS) and autumn fashion, the campaign transforms the mall into a race-themed playground with brand activations, car displays, immersive pop-ups and seasonal promotions.

Don't miss: What Barilla’s Formula 1 move means for sports advertising beyond the Super Bowl 

Shoppers can expect everything from heritage racing showcases by TAG Heuer to interactive challenges from LEGO, a behind-the-scenes look at the Visa Cash App Racing Bulls garage, and a skincare-meets-motorsport mash-up courtesy of Elemis’ Aston Martin Aramco Formula 1 collaboration.

The centrepiece will be ION Orchard’s Race Village, billed as the first of its kind within a mall. Beyond the spectacle of show cars and pop-ups, shoppers are also being nudged to participate actively whether by wearing their favourite team jersey, flashing a Singapore Grand Prix ticket stub, or sharing snapshots of the race-inspired events.

In return, they can unlock a Lifestyle Pack offering more than 30 privileges across participating brands.

"This Autumn/Winter season, ION Orchard comes alive with the glamour and excitement of the Singapore Grand Prix. Blending agility, precision, and sophistication, we are creating an immersive experience that transforms Singapore’s premier shopping destination into the ultimate motorsport playground," said Yeo Mui Hong, chief executive officer of Orchard Turn Developments.

"Together with our partners, we're thrilled to present curated exclusive experiences, exciting new brand debuts, and a Race Village that celebrates the very best of speed, innovation, and style. At ION Orchard, every moment is an opportunity to revel in the thrill of the race and the season's luxury," added Yeo.

As race season approaches, brands and malls across the region are shifting into gear. In Malaysia, TAG Heuer has taken a similar tack, unveiling an exhibition that spotlights its long-standing partnership with Formula 1.

The showcase is headlined by an authentic Formula 1 race car, a rare centrepiece that captures the synergy between precision timekeeping and the thrill of the track. Visitors can also browse a curated selection from the TAG Heuer Museum Collection, offering a glimpse into the brand’s design and technological evolution over the decades.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry's leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles:  
Mastercard drives into fast lane as McLaren’s F1 naming partner  
TAG Heuer brings F1 thrill to KL with 'Designed to win'  
Marriott Bonvoy hits the fast lane with F1’s Mercedes team in star-studded travel series