F1 brings new fan experiences downtown

AUSTIN (KXAN) — Formula 1 is back in town Oct. 17-19, and Austin is sporting plenty of pitstops for fans as they gear up for the United States Grand Prix. 

Arriving in Austin in 2012, the racing and music event at Circuit of the Americas has brought more than 400,000 people to Austin in recent years. As Formula 1 picks up speed in the United States, it’s expanded to Miami and Las Vegas and is building new collaborations with American brands.

This year, F1 fans have new opportunities to participate in the excitement.

The F1 Hub

In the heart of South Congress, the F1 Hub is home to exclusive in-store merchandise. Shoppers can find official team items and U.S. Grand Prix apparel, along with collaborative items from brands like Peanuts and LEGOs. 

The pop-up is open until Monday, Oct. 20. 

McLaren Racing Live: Zone Studio

McLaren, one of Formula 1’s iconic racing teams, is hosting fans for a close-up look at the technology behind the sport, in collaboration with Dell Technologies at 612 W. Fourth St.

The free event, which takes place Thursday through Saturday, will feature a virtual reality experience, live mural painting and racing simulators. 

Atlassian Williams Racing Fan Zone

Another racing team, Atlassian Williams, is hosting fan experiences all week on Congress Ave. The free pop-up will have racing and truck-driving simulators, Williams merchandise, and the opportunity to attend a Q&A session with past and present drivers. 

Barilla’s Pasta Takeover 

An official partner of Formula 1, Barilla, is handing out more than 5,000 free pasta meal kits on scooters in downtown Austin from Thursday through Sunday. 

At the same time, Fareground Austin, a foodhall on Congress Ave., will host a Barilla pop-up for fans to find free pasta. The H-E-B store in Pflugerville, 2641 E. Pflugerville Pkwy, will be home to a pop-up, too, with lasagna tastings and a buy-one-get-one-free promotion for shoppers. 

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