Aston Martin Aramco has unveiled a week-long series of fan activations across Barcelona and the Circuit de Barcelona-Catalunya to celebrate Fernando Alonso’s home Grand Prix, featuring an immersive pop-up in Plaça de Catalunya, a live mural project, and the return of the 10,000-strong Alonso Land grandstand.
The team’s pop-up experience at the F1 Fan Village in Plaça de Catalunya opened on Tuesday and will run through Sunday’s race. Fans can step inside a recreation of Alonso’s driver room, view a replica Aston Martin Aramco Formula One car, and leave messages of support on an interactive fan wall. Team members Pedro de la Rosa and Mari Boya appeared at the opening event for a meet-and-greet, with exclusive giveaways planned throughout the week.
At the circuit, artist Adrià Bosch will begin work on a live mural behind the Main Grandstand on Friday, creating a permanent landmark celebrating Alonso’s bond with his home supporters. The Alonso Land grandstand, which has become one of the most recognizable spectacles on the F1 calendar, will again host more than 10,000 fans dressed in Aston Martin Racing Green across the race weekend.
The celebrations underscore the depth of devotion Alonso commands after more than two decades in the sport. Aston Martin gathered testimonials from fans that illustrate the two-time World Champion’s cross-generational appeal. One supporter described saving three months’ salary to purchase hospitality tickets so she and her father — who has followed Alonso since his Minardi debut — could attend their first Grand Prix together. “We will go by car from our town, eight hours of travel. We can’t wait to live this experience together,” she said.
Another fan credited Alonso’s resilience as inspiration during a climb of Mount Kilimanjaro, while a Canadian supporter recounted traveling from Newfoundland to the 2018 24 Hours of Le Mans to meet Alonso, who signed his arm — a signature he had permanently tattooed the following day in Paris. “They say to never meet your heroes, but after six years I still look at my tattoo and it still feels absolutely surreal,” the fan said.
An elderly supporter offered perhaps the most poignant tribute, saying she has never missed one of Alonso’s races. “I used to watch every race with my husband until he passed away, but I have continued the habit to this day,” she said. “Meeting Fernando was the fulfilment of a dream. I can die in peace knowing I’ve met him.”
The Barcelona race weekend represents one of the emotional high points of Alonso’s season, with the team describing it as “a celebration of one of Formula One’s most enduring fanbases.” Fans seeking additional exclusive content and experiences can register through Aston Martin’s I / AM DROPS platform, which offers limited-edition collaborations and prizes tied to race weekends.