Mercedes Brings MANUFAKTUR to Austin’s South Congress for Grand Prix Weekend | 🇺🇸

Austin’s Formula 1 weekend will extend beyond Circuit of the Americas with Mercedes-Benz bringing its MANUFAKTUR personalization program to coffee shops, retail spaces and vehicle displays around the city. Running October 23–25, 2026, the program connects the Mercedes-AMG PETRONAS F1 Team’s race-weekend appearance with places visitors can explore between sessions at the circuit.

For automotive travelers, the attraction is a series of stops that combine cars with the city’s food and shopping scene. South Congress provides the most concentrated neighborhood outing, while a separate, free Mercedes F1 Fan Hub downtown offers an opportunity to experience the team’s world without entering the circuit.

Coffee, Ice Cream and Personalized Hats on South Congress

South Congress, Austin’s shopping and dining corridor south of Lady Bird Lake, will host several MANUFAKTUR appearances. Mercedes-AMG GT 4-Door Coupes in different personalized configurations will accompany branded facade treatments at Jo’s Coffee and Amy’s Ice Creams.

Jo’s South Congress location serves coffee, breakfast tacos and other casual food at 1300 South Congress Avenue. Across the street, Amy’s at 1301 South Congress Avenue will offer special ice cream flavors served in exclusive MANUFAKTUR cups. The neighboring locations make an easy pairing for visitors exploring the displays on foot.

Nearby, Western footwear and apparel brand Tecovas will bring the personalization theme into its own retail setting. Visitors can enjoy a MANUFAKTUR-inspired mocktail and personalize a hat they already own or purchase during the visit. Tecovas’ South Congress flagship is at 1500 South Congress Avenue, placing it within the same stretch of the neighborhood. Mercedes has not published specific hours or pricing for the hat-personalization activity.

A Free Formula 1 Stop Downtown

The Mercedes-AMG PETRONAS F1 Team Fan Hub provides another anchor for an Austin race-week itinerary. Located at 400 Congress Avenue, it runs October 22–25, opening a day before the wider MANUFAKTUR activation.

The team has announced free admission, with attractions including racing simulators, a pit-stop experience, historic memorabilia and a 2026 F1 show car. MANUFAKTUR will also feature, with an AMG GT 4-Door Coupe display introducing visitors to the road-car personalization program. Local music and food vendors round out the experience.

The Fan Hub and South Congress stops offer two distinct ways to build automotive activities into a city visit: a concentrated F1 experience downtown, followed by a more casual neighborhood walk for coffee, shopping and car displays.

Following the Colors From Circuit to City

At Circuit of the Americas, Mercedes will give its W17 race car a dedicated MANUFAKTUR livery and coordinate the team garage with the program. George Russell and Kimi Antonelli will wear race suits inspired by their selected MANUFAKTUR colors—China Blue for Russell, according to Mercedes-Benz USA, and Steel Blue for Antonelli.

Each driver will also receive an individualized Mercedes-AMG GT 4-Door Coupe finished to match his suit for travel to and from the circuit. Guests in the team’s Paddock Club suite will have access to a separate presentation of colors, materials and bespoke details.

Additional vehicle displays are planned at the W Austin and through an adidas retail activation at SCHEELS. These appearances broaden the program, although Mercedes has not supplied a complete timetable or detailed access arrangements for each location.

Planning a Visit

For visitors already attending the Grand Prix, the downtown and South Congress activities could fit around time at the circuit. For those spending the weekend in Austin without race tickets, the free Fan Hub offers a confirmed public entry point into the F1 festivities.

The clearest approach is to treat downtown and South Congress as a city outing and plan circuit travel separately. Allow extra time for race-week traffic, and check individual venues for activation schedules before setting out. Regular business hours do not necessarily indicate when MANUFAKTUR activities will be operating.

ADDITIONAL INFORMATION

Event: Mercedes-Benz MANUFAKTUR Austin activation
Location: Austin, Texas, United States
MANUFAKTUR Dates: October 23–25, 2026
Mercedes F1 Fan Hub Dates: October 22–25, 2026
Fan Hub Address: 400 Congress Avenue, downtown Austin
Fan Hub Admission: Free; daily opening hours were not specified in the team’s announcement.

South Congress Stops:

• Jo’s Coffee: 1300 South Congress Avenue. Regular hours: 7 a.m.–7 p.m. daily. Official website.
• Amy’s Ice Creams: 1301 South Congress Avenue. Regular hours during the activation dates: Friday–Saturday, 11:30 a.m.–midnight; Sunday, 11:30 a.m.–11 p.m. Official locations page.
• Tecovas: South Congress flagship, 1500 South Congress Avenue. Confirm MANUFAKTUR activity hours and personalization terms directly with the store. Official website.

Other Announced Locations: W Austin and an adidas activation at SCHEELS; exact display schedules and the participating SCHEELS location were not specified in the supplied release.
Circuit Access: Grand Prix admission and Paddock Club hospitality require separate access; Fan Hub entry does not include either.
Nearest Major Airport: Austin-Bergstrom International Airport (AUS).
Suggested Visit: Combine the neighboring South Congress stops on foot, with a separate stop at the downtown Fan Hub.
Best For: Formula 1 fans, automotive design enthusiasts and travelers combining race-week activities with Austin shopping and dining.
Planning Note: All listed business hours are local Austin time and are separate from any unannounced activation schedule.
Official Team Website: Mercedes-AMG PETRONAS F1 Team

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