Formula 1 is launching a new location-based entertainment (LBE) experience called F1 Arcade in London, offering a new competitive socialising concept.
Opening at One New Change in St Pauls on 24 November, the themed venue will feature 60 racing simulators in which F1 fans can “live out their racing dreams”, according to a press release.
The simulators will immerse F1 fans and newcomers to the sport using motion and audio-visual effects. The attraction will also provide F&B, and enhanced experiences will be on offer during Grand Prix weekends.
Brandon Snow, managing director of commercial for Formula 1, described F1 Arcade a “premium entertainment venue that everyone can enjoy”.
F1 racing experience coming to London
“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,” he added.
F1 Arcade was founded by Adam Breeden, an innovator in competitive socialising and the man behind concepts such as Flight Club, Puttshack, Hijingo, Bounce and All Star Lanes.
Breeden said F1 Arcade “has been my 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,” he added.
“The cutting-edge technology, high-class food and beverage, coupled with a jaw-dropping venue design sets a new level of quality.”
Last month, Puttshack launched its fourth US location in Miami. Flight Club is also set to double its footprint in the US with the launch of three new outlets.
TOCA Football, the world’s first technology-enabled soccer experience company, has announced a partnership with Major League Soccer.
Images: Formula 1
