THIS WEEK is the run-up to the Miami Grand Prix, one of the most anticipated and glamorous races on the Formula 1 calendar, and this year the Aston Martin Aramco Formula One Team has made the city very much its own.
Running from practice sessions tomorrow through to race day on Sunday, as the paddock descends on Hard Rock Stadium, the team’s I / AM programme stretches from South Beach at sunrise to Biscayne Bay well past midnight and street murals in between.
“I / AM Miami represents our broadest set of activations yet,” says Rob Bloom, Chief Marketing Officer at Aston Martin Aramco Formula One Team. “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.”
For those making the trip, here’s how and where to partake in the fun.
I / AM Miami
Where to Stay
Park Central Hotel on Ocean Drive is one of the strip’s great Art Deco landmarks. It places guests squarely in the heart of South Beach, steps from the sand and some of the city’s best restaurants, the perfect base for a race week that runs from dawn runs to late-night parties.
Loews Miami Beach Hotel is also in the race-week mix this year, and from its South Beach location, the hotel has welcomed the arrival of the Glenfiddich Single Malt Whisky x Aston Martin race car installation in the lobby during Miami Race Week.
Wellness
Ahead of the race weekend, Aston Martin and their Global Energy Drink Partner Celsius opened the week with a Run Club through downtown Miami, drawing up to 2,000 runners onto a three-mile route through Bayfront as part of the city’s wider race-week build-up. Jess Hawkins and team ambassador Pedro de la Rosa joined participants along the route, with the finish line turning into an informal gathering around an Aston Martin F1 show car and simulator installations.
For skincare trackside, Elemis, Aston Martin’s official skincare partner, brings its Pit Stop spa concept to the Paddock Club suite at Hard Rock Stadium this year, with an expanded open-plan design and an enhanced menu of express treatments including facials, hand and arm massages and a new eye refresh treatment.
For those not in the paddock, Elemis also has a presence at The Stilt House fan space on Miami Beach, offering hand and arm massages and the chance to try hero products including Pro-Collagen SPF50 and Future Restore Serum.
John Mooney, Chief Brand Officer at the brand, says: “The ELEMIS Pit Stop Spa brings our results-driven skincare to life in one of the most high-performance environments in the world. Inspired by the precision and speed of Formula 1, we’ve created a space where guests can experience express, results-driven treatments that deliver visible results in minutes, offering a moment of calm trackside. In Miami, we’ve evolved our Spa concept with a new open-plan design, enhanced treatment menu and experiences, creating an elevated environment within the Aston Martin F1 Paddock Club.”
Yas Marina Circuit
The Fan Experience
The I/AM programme’s centrepiece is The Stilt House, a fan space on the sands of Lummus Park, South Beach. Free to attend and open throughout the week as part of the Official Miami Grand Prix Fan Fest, expect pilates by the ocean, a HIIT session with Kendall Toole, speed-friending and fun community gatherings.
Drinks
For something rather more rarefied, the Aston Martin I/AM After Dark experience takes place on the Level 55 pool deck of the Aston Martin Residences in partnership with Glenfiddich, the team’s official whisky partner. For pre-dinner cocktails, Sweet Liberty near Collins Park has been one of Miami’s most beloved bars for over a decade and features live music on Mondays and Fridays.
Where to Eat
For the standout dinner of the week, book Stubborn Seed on Washington Avenue, the only Michelin-starred restaurant on Miami Beach. Elsewhere during race week, Glenfiddich appears as part of Aston Martin’s wider race-week programme; Nobu Miami and Rao’s Miami are both firmly on the dinner circuit, while brunch at The Surf Club Restaurant at the Four Seasons Surf Club offers a chill reset between race-week evenings. While in Wynwood, Doya remains one of the neighbourhood’s best places to book during this time.
Nightlife
When race week wraps up, Palm Tree Club overlooking Biscayne Bay is where it does so in style, with The Martinez Brothers headlining the After-Party with Celsius. Known for their house music, brothers Steve and Chris are currently on their North America Tour 2026 and hold a long-running residency at the iconic DC-10 in Ibiza, one of the world’s most celebrated clubs. Miami’s Palm Tree Club is very much home turf, so expect a late one.
Portrait, Miami International Autodrome, GP2205a, F1, GP, USA Jessica Hawkins, Development Driver, Aston Martin
Culture
Miami’s cultural offer is as strong as its nightlife thanks to The Bass on Collins Park, the city’s foremost contemporary art museum, housed in a beautifully restored Art Deco building and home to Ugo Rondinone’s vibrant sculpture Miami Mountain outside. A short walk away, The Wolfsonian on Washington Avenue holds one of America’s largest university art collections, with over 200,000 objects spanning design and the decorative arts from 1850 to 1950; the building alone is worth the visit. For something a bit different, Wynwood Walls, a short drive north, has taken over a former warehouse district into an open-air gallery of large-scale murals by artists from over 20 countries.
Shopping
For luxury, The Webster on Collins Avenue is the South Beach destination of choice, a 20,000 sqft Art Deco landmark across three floors, offering Chanel, Dior, Bottega Veneta, Alaïa and more. For the full edit, Bal Harbour Shops, a short drive north, is Miami’s original luxury shopping destination, with Prada, Gucci, Saks Fifth Avenue, and Neiman Marcus set within an open-air tropical garden. For something more eclectic, Lincoln Road’s eight-block pedestrian promenade is made up of over 200 boutiques, galleries and cafes, with a farmers’ market and antiques market on Sundays.
by Felicity Carter