Madrid debuts its semi-urban circuit this weekend, and it will do so with a brand-new “sold out” sign. Formula 1® returns to the city, and the hype surrounding the sport is building as the hours go by, with plans including simulator experiences, watch parties, and pit stops featuring official team events…
Callao, “taken over” by Williams
Through September 13, Plaza de Callao will become a hotspot for the competition. The Williams Fan Zone will be set up here with free admission (and advance reservations via the team’s app) so visitors can get an up-close look at a full-scale FW48 , as well as trophies and helmets, a simulator, and games for those who want to participate in the experience. But the real highlight is the presence of two of the team’s top executives: Luke Browning will be there on September 9 at 7:00 p.m., and James Vowles on September 10 at 6:00 p.m.
A Pop-Up Alpine Exhibition
Alpine will also be present with an exhibition space throughout the duration of the races (until Sunday). It’s a free, open-air exhibition located at the corner of Gran Vía and Alcalá.
There are three exhibits we’ll come across on the street: the Alpine A290 and A390 models and a 1:1-scale replica of an F1® race car.
Aston Martin Creates a ‘Pit Stop’
Do you have what it takes to drive a race car? The British team’s event will take place over two days (September 9 and 10) at 24 Conde de Aranda Street. With free admission, you’ll find agility, reflex, and precision tests inside… and watches will be given away in a raffle.
Aston Martin will also host a second event at the BLESS Madrid hotel (at 62 Velázquez Street) from September 10 to 12. In the same vein, and ready to put ourselves to the test as high-speed drivers, here we’ll be able to do exercises inspired by those the drivers themselves perform to prepare for races.
It’s like being in the paddock—but from the Castellana
Right in the heart of Madrid is F1® Arcade Madrid, a 1,500-square-meter space featuring 71 simulators. It also includes a dining area that will host the event’s official watch parties with a live host and DJs to liven up the scene…
An exhibition showcasing more than 90 years of Audi’s motorsports history
At Plaza de Colón, you can take a journey through decades of motorsports history, from the 1930s Auto Union Type C —capable of exceeding 340 km/h with its revolutionary mid-engine design—to models that have competed in the Dakar Rallyand the 24 Hours of Le Mans.
The exhibition also includes a full-scale recreation of “La Monumental,” the most spectacular curve on the Madrid circuit, measuring over 547 meters in length with a 24% bank. Admission is free, though it’s advisable to reserve a spot in advance due to limited capacity.
A race car right on the street, in the heart of the Castellana
During Grand Prix weekend, a Mercedes-AMG Petronas F1 W17 can be viewed up close right on the Paseo de la Castellana, at the Zuma restaurant. It’s one of the few opportunities to see one of motorsport’s most advanced machines in the city, outside the track.
The restaurant is also extending its regular hours until 2:00 a.m. on those days, featuring signature cocktails, contemporary Japanese cuisine, DJs, and live music for those who want to keep the night going after the race.
A pop-up shop with exclusive merchandise and an AI-powered photo booth at La Vaguada
Through September 12, the La Vaguada shopping center is hosting a pop-up store featuring a collection of merchandise available exclusively at this location, after previously touring cities such as Nice, Vienna, Brussels, and Milan. The store also features an AI-powered photo booth that lets you pose as a driver and take home a personalized photo, ready to download and share on social media.
A booth to “interview” a driver using artificial intelligence
At 4 Belén Street, ElevenLabs is opening a pop-up space featuring four voice-based artificial intelligence experiences related to motorsports, retail, and customer service. The most striking is a booth where visitors can have a conversation with the recreated voice of a Formula 1® driver, asking their own questions in real time.
The space also allows visitors to listen to race broadcasts in different languages thanks to AI-generated dubbing, negotiate the price of a purchase by speaking with a voice agent, or order a coffee using only their voice.