Passengers arriving at North Greenwich Tube station will be forgiven for thinking they have been transported to Silverstone or Monaco race circuits, thanks to a new activation by Aston Martin.
The entire Underground station, which is on the Jubilee Line, has been adorned with striking artwork from the F1 racing team, including photography of Aston Martin Aramco drivers Lance Stroll and Fernando Alonso.
Spanning 70 touchpoints across the east London station, the displays are visible from the ticket hall and barriers to the escalators and platforms and will run until 24 February, when the AMR25 F1 racing car will take to the track for the first time at a promotional event at Bahrain International Circuit.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Rob Bloom, Aston Martin Aramco CMO, said the North Greenwich takeover “boldly reflects our commitment to bring the energy of our sport into everyday life”.
“This activation is a symbol of our ambition to create extraordinary moments that resonate across society and culture. It puts fans at the heart of our world in a way that’s impossible to ignore.”
The North Greenwich station display was unveiled ahead of F1 75 Live at The O2, which takes place today (18 February), and is expected to attract 15,000 fans.
For the first time in the sport’s history, all 10 teams, including their drivers and team principals, will reveal their 2025 liveries simultaneously to mark the start of the sport’s 75th anniversary year.
