Coinbase And Aston Martin Bring Formula One Fashion And Immersive Art To London

Forbes

4 days ago

Aston Martin F1 x Coinbase London Drive Coinbase
Right in time for the British Grand Prix this weekend, the streets of London are getting a high-octane makeover in the form of a 10-foot-tall electric blue race helmet that's making its way through the city, courtesy of Coinbase and the Aston Martin Aramco Formula One Team. It's bold, it's futuristic, and it builds the buzz for the upcoming U.K. GP.
The huge F1-inspired helmet will tour the city by crane lorry, and of course, it'll swing by London's most famous landmarks including Big Ben, Tower Bridge, and the London Eye before parking up at Covent Garden tomorrow.
Aston Martin F1 x Coinbase London Drive Coinbase
Modelled directly after the team's 2025 season design, the helmet is finished in Coinbase's signature electric blue to present an exact replica of the real thing, just dramatically oversized. At Covent Garden, racing enthusiasts can get up close and personal from 11am-7pm, and browse an exclusive drop of Coinbase x Aston Martin Aramco F1 merchandise. Expect racing jumpsuits, long sleeve shirts, caps, collectible pins, embroidered patches, and sticker packs for team gear that nods to streetwear.
Aston Martin F1 x Coinbase London Drive Coinbase
'We wanted to do something bold to capture the spirit of both brands. Cutting-edge, futuristic, and fearless,' said Gary Sun, VP of Marketing at Coinbase. 'This partnership is about celebrating innovation and engineering excellence while creating unforgettable experiences.'
The experience does not stop there either as Coinbase's campaign will also include an OOH takeover of the BFI IMAX at Waterloo Station, Europe's largest OOH canvas, adding to Coinbase' creative takeover of London.
Aston Martin F1 x Coinbase London Drive Coinbase
This city-wide activation comes on the heels of Coinbase securing VASP registration in the U.K. earlier this year, signally the company's growing ambition to connect crypto with culture in new, fun, and relevant ways. On this, Jordan Pories, Creative Director at Coinbase, says, 'When you're celebrating a partnership with a brand as iconic as Aston Martin's, you know you need to do something special. Especially when it's on their home turf. What better way to make a splash than driving a 10-foot-tall racing helmet through the streets of London?'
He continues, 'It marks a major arrival for Coinbase and a celebratory homecoming for AMF1, delivered with the kind of boldness and precision both brands represent. The U.K. is such an important market for us, and it's not enough to just say you're here — you have to show it. We're trying to create moments people can't forget.'
Aston Martin F1 x Coinbase London Drive Coinbase
As for Aston Martin Aramco, the collaboration highlights its future thinking, and its push for innovation, cue the cutting-edge Silverstone technology campus, as well as its focus on sustainability and inclusion.
Starting grid,1958 British Grand Prix at Silverstone, Hawthorn in Ferrari number 1. Creator: Unknown. (Photo by National Motor Museum/Heritage Images via Getty Images) National Motor Museum/Heritage Images via Getty Images
And this is all to the backdrop of the 75th anniversary of the Silverstone Grand Prix, and it's 10-year global partnership with LVMH, doubling down on the luxury lifestyle culture that goes hand-in-hand with the sport.
Max Verstappen of Red Bull Racing during the Formula 1 pre-season testing at Sakhir Circuit in Sakhir, Bahrain on February 26, 2025. (Photo by Jakub Porzycki/NurPhoto via Getty Images) NurPhoto via Getty Images