Aston Martin Aramco has opened the doors of I / AM House, a fully immersive fan experience staged inside a multi-story townhouse on Poland Street in London’s Soho, complete with a velvet-wrapped Formula 1 car parked on the pavement outside and a hidden speakeasy accessed through a swinging bookcase.
The pop-up activation, which ran over a weekend, transformed a residential-style space into a living tribute to the team’s culture and partnerships. Rather than a conventional branded event, the house was designed to feel like a genuine home decorated by an Aston Martin Aramco obsessive, with details including driver posters pinned above beds, fridge magnets bearing F1 references, and a desktop computer running a screensaver of Fernando Alonso dancing.
The velvet-wrapped F1 car stationed outside was created in collaboration with PUMA to celebrate the launch of a new velvet collection. Inside, each room served a distinct purpose. A kitchen stocked with CELSIUS drinks and an old race playing on a corner television drew fans into casual conversation. A child’s bedroom featured Aston Martin Aramco bedding, a Nintendo 64, and a station where guests could personalize Valvoline T-shirts. A parents’ bedroom showcased Aston Martin road cars alongside an Eight Sleep mattress in a more refined setting.
The house’s most theatrical moment came via a wall-mounted telephone. Guests who picked up the receiver heard Fernando Alonso’s voice asking for a code. Entering “1959” triggered a bookcase to swing open, revealing Glenfiddich’s Secret Room — a hidden whisky tasting lounge featuring leather chairs, warm wood, and a limited-edition 16-year-old single malt created specifically for the Glenfiddich-Aston Martin Aramco partnership.
A ground-floor garage space doubled as a DJ venue, with sets from Max Dean, Meeshy, and Barry Can’t Swim across the weekend. The space also housed a “Feels like home” sofa created with YoungMinds, the mental health charity, offering a quieter spot for reflection.
Fan reaction was overwhelmingly positive. Laura, who traveled from west Wales, said the experience stood apart from typical team activations. “It feels intimate. It feels like somewhere you’d actually live. This isn’t just putting a car in a city centre. It’s interactive. It makes you feel wanted as a fan,” she said. Fellow attendee Shannon described it as “a house party with Aston Martin Aramco seamlessly woven into it,” adding that “experiences like this bring fans closer to the team.”
The event was tied to Aston Martin Aramco’s I / AM membership platform, which offers exclusive collaborations and fan experiences through its I / AM DROPS program. Attendees noted that Adrian Newey’s latest UNDERCUT interview, published days earlier, had generated significant buzz heading into the weekend.
The activation reflects a broader shift in how F1 teams engage with supporters beyond the paddock. As one attendee named Harry put it: “This takes Formula One beyond the racetrack.” For Aston Martin Aramco, I / AM House served as a statement that modern fandom lives not just in grandstands but in living rooms, group chats, and — for one weekend — a townhouse in Soho.