Formula One announces Kindred Concepts deal

Formula One has partnered with Kindred Concepts to launch the first-ever Formula One-licensed premium experiential venue: the F1 Arcade.

The F1 Arcade will open for the public on November 24, 2022, at One New Change, St. Pauls, London. Formula One plans to expand to other global regions as well.

The F1 Arcade will have 60 motion Formula One simulators, which will feature motion and audio-visual effects. They will also host enhanced experiences on Grand Prix weekends.

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Brandon Snow, Managing Director of Commercial, Formula One, commented:

“We are very excited to introduce F1 Arcade, a brand-new premium entertainment venue that everyone can enjoy. F1 Arcade is an ambitious project that will allow people to get even closer to the Formula 1 experience by giving guests the chance to get behind the wheel of bespoke racing simulators in stylish surroundings with a high-quality hospitality offering. Kindred Concepts and Formula 1 have worked tirelessly to ensure F1 Arcade will provide everyone who visits, fans and non-fans alike and regardless of age or ability, an incredible premium experience.“

Adam Breeden, Founder and Chief Executive Officer of Kindred Concepts, added:

“We are thrilled to offer the first of these premium and exclusive entertainment experiences right in the heart of London. It has been our most ambitious project to date, taking everything we know about competitive socialising venues and adding the strength of the Formula 1 brand. This is all the glamour of a Grand Prix weekend in your city, all year round. The cutting-edge technology, high-quality food and beverages, coupled with a glamorous venue sets F1 Arcade apart from the rest in the hospitality sector.“