Audi is taking Formula 1 beyond the circuit and into the center of Barcelona this week as the brand celebrates its first Spanish Grand Prix as a Formula 1 constructor.
Located at Diagonal 444, Audi has opened a week-long public exhibition that gives fans a chance to experience the world of the Audi Revolut F1 Team without making the trip to Circuit de Barcelona-Catalunya. Running through June 13, the pop-up space combines motorsport, new models, design, art and lifestyle in an activation that reflects Audi’s broader approach to engaging Formula 1 audiences.
The centerpiece of the exhibition is the Audi R26 Formula 1 display car, making its first public appearance in Spain. Alongside the team’s challenger are two of Audi Sport’s newest road-going performance models: the new Audi RS 5 Avant and the limited-production Audi RS 3 Sportback competition limited. Together, this trio of Audi cars provides a direct link between Audi Revolut F1 and the high-performance vehicles Audi Sport GmbH sells to customers.
Rather than creating a traditional showroom display, Audi has built a program of events around the installation. Barcelona-based artist Mireia Vilà opened the week by creating a live interpretation of the R26, adding a contemporary artistic perspective to the team’s Formula 1 project. The venue will also host a live recording of the popular Spanish motorsport program Garaje de Gon, while young author and content creator Beatriz Quevedo Gómez will present her book F1 for Rookies during Grand Prix week.
Audi has also partnered with Spanish food brand VICIO, whose premium smash burgers have become a fixture of the country’s urban dining scene. Visitors can order food directly from the venue while exploring the exhibition, and customers placing orders during part of the week will have the opportunity to enter a drawing for tickets to the Spanish Grand Prix.
The activation extends beyond motorsport. A dedicated area highlights Audi’s partnership with adidas, the official apparel supplier of the Audi Revolut F1 Team. The collaboration, which launched earlier this season, brings the team’s visual identity into the lifestyle space through a collection designed for both Formula 1 fans and streetwear audiences.
For Audi, the Barcelona exhibition represents the next installment in a strategy that has seen the team establish fan experiences away from the racetrack in cities including Melbourne, Miami and Montreal. While the Formula 1 paddock remains inaccessible to most fans, these city-center activations provide a way for the brand to bring its racing program directly to the public.
The timing is particularly significant. Formula 1’s new regulations, with their increased emphasis on electrification, advanced hybrid technology and sustainable fuels, align closely with Audi’s technical priorities. As the company continues building its presence on the grid, the Barcelona pop-up offers Spanish fans their closest look yet at the future of Audi’s Formula 1 project.
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