F1 Pop Up Shops

These are all the F1 Pop-Up Shops that I attended for COTA 2024. I visited all of these in one day, which was fun but my feet were destroyed from walking around Austin all day. Saturday was the only day we could do this, so if you live in Austin, or have more time to go to these, I would recommend going on days when the drivers make appearances. Usually, that is earlier in the week, Monday-Wednesday, because they are obviously at the track from Thursday through Sunday. Either way, these pop-ups are so fun, interactive, and a must see during the USGP.

Williams Fan Zone

Probably the most popular Pop Up in Austin, as they have had it for the past few years. Open all week, Monday-Sunday, with Williams drivers usually making an appearance at some point during the week.

Alex Albon, Franco Colapinto, and James Vowels all made appearances this year!

They had TONS of merch, and as an Alex fan and newly Franco fan, I ended up giving in to buying a cap. They had sim racing, and that one game where you test your reaction time by hitting those lights. Another kinda oddly specific thing they had was a perfume booth by KILIAN. We tested a bunch of their perfume, and got a mini free sample of almost every scent. I was obsessed with one of the scents, Angel Crush, that I had to buy the full size one once I got home.

Overall, this fan zone was very fun and we met some amazing people, including a Formula 1 artist, David Johnson. He painted that gorgeous painting from Lando’s first win in Miami, and he showed me a lot of his work AND his camera roll with pictures behind the scenes of a bunch of the drivers.

Mercedes x Jo’s Coffee

This one was definitely one of my favs, and had so much going on. Mercedes collaborated with Jo’s Coffee, which has amazing food and coffee, and changing items on their menu to be race themed. Once we got our drinks, we sat in this little seating area (where they all events over the weekend).

Upon entering the pop-up, you got a race day badge and an exclusive poster. The first thing you see, obviously, was the current Mercedes Formula 1 car, but they also had a bunch of other cool Mercedes you could walk around and see. It was like a mini car show.

There was merch for sale, simulators to test your racing skills, and overall it was just a really cool atmosphere. They had a dj all weekend, and tv’s to watch the live action on track.

Mclaren x Levi’s

This one was kind of out of the way of all the others, but as a Mclaren girly through and through, I couldn’t not attend this one. This pop-up was cool because Levi’s had just dropped their collaboration with Mclaren, so all their clothes were new! They also had a whole customization station. So you could pick out whatever piece of clothing you wanted, whether it be a plain t-shirt or a jean jacket, and customize it with patches, logos, and a bunch of other stuff.

They also had a fun photo op, where you could take photos as if you were on the podium with the famous Ferrari champagne bottles (which were so much heavier than I would’ve ever thought).

They also had the McLaren MCL38 on display and sim racing (If you haven’t noticed, all the pop-ups have these).

Enchante Garage - Daniel Ricciardo

This one was just a little pop up of Daniel Riccardo’s brand, Enchante, so it wasn’t really F1 related. They had some really cute merch, such as hoodies, tote bags, shirts, and hats. They also had a little box to write meaningful messages to Danny Ric. I had to go to this one, because going to my first F1 race, the first one where Daniel wouldn’t be there was very sad :(

Plus 44 - ByGeorge

This is Lewis Hamilton’s Brand. I literally just popped in and popped out of this one, because there was not much to see, but still cool. I went on Saturday, but I know that earlier in the week, Sir Lewis Hamilton himself made an appearance here and a lot of fans had the opportunity to meet him.

Red Bull x Yeti

There wasn’t much at this one besides the current Red Bull F1 car (RB20), and Yeti x Red Bull Mugs. I literally just saw this one as we were walking by, so naturally we had to stop at it.