HOW ASTON MARTIN F1 IS DOING MIAMI
words by FELICITY CARTER
From South Beach to the skyline, here is everything the Aston Martin F1 Team has planned for race week in the 305.
The Miami Grand Prix race week is upon us, and it’s also when the Aston Martin F1 Team runs its I / AM Miami programme across South Beach and downtown alongside the race at Hard Rock Stadium.
I / AM is Aston Martin’s global fan platform which can be found at select race-week cities during the season. Rob Bloom, Chief Marketing Officer, says the programme “represents our broadest set of activations yet. Together with our partners, we’re creating experiences that give a taste of the Aston Martin lifestyle and bring people closer to the team and to each other.”
In Miami, The Stilt House sits on the sand at Lummus Park as part of the Official Formula 1 Miami Grand Prix Fan Fest programme and runs until 3 May. Across the week, the space hosts pilates sessions with PUMA and cocktail moments with Glenfiddich, alongside appearances from team talent during race week.
During race week, ELEMIS appears at The Stilt House on South Beach as part of the Official F1 Miami Grand Prix Fan Fest programme, offering hand and arm treatments alongside a refresher station featuring products including Pro-Collagen SPF50 and Future Restore Serum. The brand also returns to the Aston Martin Aramco Formula One Team Paddock Club suite at Hard Rock Stadium with an expanded version of its Pit Stop spa concept. The updated space introduces a new open-plan layout and an extended menu of express facials, hand and arm massages, and an eye refresh treatment. During the 2025 season, ELEMIS carried out more than 1,000 treatments across F1 Paddock Club locations globally.
Earlier in the week, Aston Martin and global energy drink partner CELSIUS opened race week with a three-mile route through Bayfront and downtown Miami with up to 2,000 participants, following CELSIUS joining as Aston Martin’s Global Energy Drink Partner for the 2026 season. Jess Hawkins and team ambassador Pedro de la Rosa joined runners along the route, and the finish area included an Aston Martin show car and simulator installations as part of the race-week programme in the city.
Later in the week, the programme continues at the Aston Martin Residences, one of the city’s newest waterfront towers designed in partnership with Aston Martin, with I / AM After Dark hosted with Glenfiddich on the Level 55 pool deck overlooking Biscayne Bay.
Palm Tree Club hosts a late-night gathering during race week with music from The Martinez Brothers as part of the programme with CELSIUS, while a Glenfiddich x Aston Martin race car installation appears in the lobby of Loews Miami Beach Hotel, placing part of the team’s presence directly into South Beach away from the circuit.
Across Miami, the programme also appears through a series of I / AM murals found in various neighbourhoods during race week as part of Aston Martin’s fan platform in host cities throughout the season, bringing the city into the action.
