Lewis Hamilton made an appearance in London this week to unveil Ferrari’s new racing-themed pop-up experience just days before the British Grand Prix, offering fans a taste of Italian motorsport ahead of his highly anticipated home race in Ferrari red. The event highlights the ongoing collaboration between Scuderia Ferrari HP and Peroni Nastro Azzurro 0.0%, giving a unique focus to the Lewis Hamilton Ferrari British Grand Prix excitement.
Ferrari and Peroni bring Italian Racing Flair to Covent Garden
The heart of London’s Covent Garden was transformed as The House of Peroni Nastro Azzurro 0.0% opened its doors as part of a second-year partnership between Scuderia Ferrari HP and Peroni Nastro Azzurro 0.0%. UK fans were introduced to a uniquely immersive Italian motorsport experience, surrounded by Ferrari’s legacy and the essence of high-performance engineering. Rob Hobart, Marketing Director at Asahi UK, reflected on the collaboration:
“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.”
—Rob Hobart, Marketing Director at Asahi UK
He added:
“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%.”
—Rob Hobart, Marketing Director at Asahi UK
Hamilton, who will race in his first home Grand Prix for Ferrari at Silverstone, officially launched the House of Peroni Nastro Azzurro 0.0%. The venue showcased a Ferrari F1 showcar and displayed replica helmets and racing suits representing both Hamilton and Charles Leclerc’s signature styles, putting the two drivers and their personas at the forefront of the celebration.
Attractions and Culinary Experiences Inspired by Iconic Drivers
The event, open until July 5, offers guests a range of racing-themed experiences at The Stables in Covent Garden. Fans can taste custom-made pizzas and mocktails named #44 and #16, tributes to Hamilton and his teammate Leclerc. Amid this lively atmosphere, Hamilton joined the evening’s host, Nick Grimshaw, as they watched renowned Pizza Chef Michele Pascarella create the #44 pizza, giving fans a closer look at the flavors that inspire the F1 star.
Visitors also had the rare opportunity to engage with Ferrari’s F1 showcar and its memorabilia, affirming the collaboration’s aim to bring fans closer to the spirit and excitement of top-tier racing. The event further cemented the Ferrari and Peroni partnership as an intersection of automotive heritage and Italian culinary tradition.
Hamilton Discusses Navigating Italian Culture at Ferrari
During a candid session with host Nick Grimshaw at the launch, Hamilton opened up about the cultural adjustments after his transition from British teams like McLaren and Mercedes to his current role with Ferrari in Maranello. Sharing his honest perspective, Hamilton contrasted the food passions in Italian and British garages, sparking laughter and connecting with the crowd through personal anecdotes.
He recounted:
“The Brits loved curry, my British team they would always have a curry so like on Sunday morning when they’d come into the race they’d literally stink, they all smelled of curry in the morning, garlic was just in our engineering room all the time,”
—Lewis Hamilton, F1 Driver
On adapting to the Italian schedule, Hamilton explained the significance of lunch in the Ferrari garage culture, pointing out how team members disappear for lunch breaks. He remarked:
“I think they’re the only team that does that!”
—Lewis Hamilton, F1 Driver
These stories highlighted the differences Hamilton has encountered since his team switch and offered fans an insider look at the behind-the-scenes dynamics in championship racing.
Engaging Fans Ahead of the Silverstone Grand Prix
The House of Peroni Nastro Azzurro 0.0% pop-up will remain open through July 5, giving Londoners and racing enthusiasts a limited-time chance to immerse themselves in F1 culture. Free access is available through Club Peroni sign-up, ensuring that fans of all ages can participate in the festivities before heading to Silverstone for the British Grand Prix.
The excitement ahead of the British Grand Prix is further reflected on social media, with fans playfully commenting on Hamilton’s adjustment to Ferrari’s unique team routines. The event and anecdotes have added a lighthearted anticipation to Hamilton’s first home race with Ferrari.
Anticipation Builds for Hamilton’s Home Race in Red
As Lewis Hamilton prepares to compete at Silverstone in Ferrari colors for the first time, the energy in London and among international F1 followers continues to grow. The collaborative event with Peroni Nastro Azzurro 0.0% has not only given fans a novel experience but also spotlighted the vibrant convergence of British and Italian racing cultures.
With the British Grand Prix on the horizon, the London pop-up serves as a launchpad for celebrations and sets the tone for Hamilton’s milestone weekend, as the seven-time world champion aims to make history with Ferrari before his home crowd.