Marks & Spencer:
F1 British Grand Prix
At the 2026 Formula 1 British Grand Prix, Octagon delivered a major program of activations for Marks & Spencer alongside key agency partners, bringing together fashion, entertainment and sport across one of the biggest weekends in the British sporting calendar.
The centrepiece was a world-first fashion show that turned Silverstone’s iconic Pit Lane into a runway for the M&S “Dress to Thrill” campaign. Fifty models, each wearing a unique M&S look, took to the tarmac in front of leading names from fashion, lifestyle and sport. The show culminated on the Formula 1 Grid alongside a branded F1 car, putting M&S at the heart of the race weekend.
Beyond the runway show, Octagon designed and managed a premium hospitality program that welcomed more than 250 guests across four days. Hosted in a custom-branded M&S suite with exceptional views of the start-finish straight, guests were immersed in a carefully-curated Formula 1 experience that included access to the Williams Paddock Club, exclusive team appearances, a Williams Motorhome lunch provided by M&S ambassador Tom Kerridge, garage tours, pit lane walks, pre-race F1 Grid passes and exclusive access to the M&S Main Stage entertainment each night.
The invite-only guest list brought together leading names from entertainment, media and social, alongside senior executives. Across the weekend, the activation generated more than 15 million organic social views, 265 pieces of media coverage and 99% positive sentiment, helping M&S become one of the most visible and talked-about brands around the Grand Prix.
Extending engagement beyond the guest list, Octagon also developed and delivered an immersive fan activation in two high-profile locations – at Silverstone Circuit Fan Zone and Williams Fan Zone in central London. Using AI-powered technology, fans were transported directly into the ”Dress to Thrill” campaign, creating personalized content that placed them at the center of their own M&S-inspired key visual. Accessed through the SPARKS loyalty program, the experience combined content creation, data capture and prize-led incentives, attracting almost 2,500 participants and engaging more than 4,000 SPARKS members throughout the week.
Together, the program gave M&S a distinctive presence across the British Grand Prix — from the Pit Lane and Paddock to fan zones in Silverstone and London. By connecting fashion with Formula 1 in ways that worked for guests, media and fans, Octagon created a series of moments that put M&S firmly into the conversation around race weekend.