The British Grand Prix weekend got off to a spectacular start on Friday 3 July, as VELO x McLaren welcomed an exclusive guest list of influencers, content creators and industry personalities to the Hilton Garden Inn, Silverstone for one of the standout events of the race weekend.
Hosted by Andre Dixon, CEO of Verge Magazine, the invitation-only daytime experience brought together leading names from the worlds of motorsport, lifestyle and fashion, creating the perfect blend of Formula 1 action, premium hospitality and exclusive entertainment.
With Silverstone buzzing ahead of the weekend’s racing, guests spent the afternoon networking, creating content and immersing themselves in the Formula 1 atmosphere. The guests watched Free Practice 1 and the Sprint Qualifying session, from the Hilton Garden Inn’s impressive terrace overlooking the starting grid and pit lane. From this unique vantage point, attendees watched the cars roar out of the pit lane and down the main straight, enjoying one of the best views anywhere around the circuit.
Alongside the on-track action, guests enjoyed an outstanding selection of food, signature cocktails and premium drinks while connecting with fellow creators, brand partners and members of the motorsport community.
One of the biggest surprises of the day came with the arrival of two-time Formula 1 World Champion Mika Häkkinen. Welcomed by an excited crowd, the McLaren legend joined Andre Dixon for an exclusive interview, sharing stories from his championship-winning career, discussing the current Formula 1 season and reflecting on his long-standing relationship with McLaren.
Following the interview, Häkkinen spent time chatting with guests, posing for selfies and signing exclusive merchandise, creating unforgettable moments for fans and content creators alike.
The guest list reflected the ever-growing influence of digital media within Formula 1, with a diverse mix of motorsport creators, lifestyle influencers and fashion personalities all coming together under one roof. Throughout the afternoon, the venue became a hub for collaboration, networking and content creation, showcasing how Formula 1 continues to inspire audiences far beyond the racetrack.
Adding another exclusive element to the experience, guests got to see VELO’s latest McLaren collectables—a truly unique collection featuring authentic carbon fibre bodywork from the McLaren Formula 1 Team’s MCL36 race car, transformed into premium display pieces and signed by Lando Norris. More than just memorabilia, each collectable contains a genuine piece of McLaren racing history, giving fans the opportunity to own an authentic part of the team’s Formula 1 journey. The collection will be showcased as part of the upcoming Future Stores activation, and generated significant interest throughout the event as guests enjoyed an exclusive first look.
Between the track action, the atmosphere shifted from race-day hospitality to a party vibe, with DJ Adrian Dixon providing the soundtrack to the afternoon. His energetic set kept guests entertained as conversations continued, new connections were made and the excitement built ahead of the rest of the British Grand Prix weekend.
The VELO x McLaren event perfectly captured what modern Formula 1 hospitality has become—bringing together sport, entertainment, fashion and digital culture in one unforgettable experience. More than simply a race viewing, it was a celebration of innovation, community and the people helping to shape the future of Formula 1 storytelling.
As the British Grand Prix weekend gathered momentum, the VELO x McLaren event set the benchmark for premium brand experiences at Silverstone, delivering world-class hospitality, unforgettable guest moments and exclusive access that only a partnership like VELO x McLaren can offer.
