What happened: Aston Martin's Formula 1 team, alongside kit partner PUMA, marked its British Grand Prix weekend at Silverstone with a hospitality gathering billed as the "I / AM House," headlined by DJ Max Dean. The team framed the event as a housewarming tied to its home race.

Why it matters: Home-race activations have become a core part of how F1 teams engage fans and commercial partners across a weekend, blending on-track competition with brand-building off it. For a British-licensed operation, Silverstone carries added weight as the marquee date on the calendar.

What to watch: The focus shifts back to the circuit as track running and the Pirelli British Grand Prix headline the weekend's competitive program.