Williams Racing F1 fan zone to return to London
Williams Racing Fan Zone will return to Piccadilly Circus this July ahead of the British Grand Prix at Silverstone.
From June 30 to July 5, Formula 1 fans in London will be able to enjoy a week of interactive experiences, driver appearances and exclusive merchandise in the lead-up to the team's home race.
As part of their commitment to bringing fans closer to the action, those attending the Williams Racing Fan Zone will be able to view a full-scale FW48 show car, see Williams driver Alex Albon and team principal James Vowles and purchase special-edition Silverstone merchandise alongside the team's 2026 official kit from New Era.
The fan zone will be hosted at The Venue in Piccadilly Circus with free entry, although visitors must download the Williams app and register in advance. The app will also feature a digital treasure hunt, enabling fans to collect badges throughout the venue and unlock personalised experiences.
A range of partner activations will also be available, including reaction and trivia challenges hosted by Kraken, a Batak reflex test presented by Barclays, and a haul truck simulator experience from Komatsu.
Other attractions include Anthropic's 'Pattern of Thought' simulator experience, which allows visitors to take a virtual lap of the Silverstone circuit with AI assistant Claude acting as a racing companion. Visitors can also try Estrella's alcohol-free sampling bar, Wilkinson Sword's buzz-wire challenge, and an AI-powered photo booth experience from Marks & Spencer.
The Fan Zone will also host the launch of a special Silverstone edition of the Williams x Marvel comic book series, one of seven unique covers scheduled for release throughout the 2026 season.
Having drawn more than 340,000 visitors over the past two seasons, Williams's Fan Zone programme has become a cornerstone of the team's fan engagement strategy, extending beyond race weekends through activations in F1 host cities including Melbourne, Barcelona, Madrid and Austin.
Full Williams Racing London Fan Zone details:
Location: The Venue, Piccadilly Circus, 48 Regent Street, London, W1B 5RA
Dates: 30th June – 5th July 2026
Opening Hours: *
Tuesday 30th June - 10:00am – 8:00pm
Wednesday 1st July - 10:00am – 7:00pm
Thursday 2nd July - 10:00am – 7:00pm
Friday 3rd July - 10:00am – 8:00pm
Saturday 4th July - 10:00am – 8:00pm
Sunday 5th July - 10:00am – 4:00pm
*Last entry: 30 minutes before closing
