Competitive socialising pioneer to launch new Formula One concept

Formula One has taken an equity stake in the new venture, and through the exclusive, long-term partnership as many as 30 venues will be rolled out worldwide in the next five years.

The new company, called Kindred Concepts, which is also backed by Imbiba, have agreed a conditional lease with Landsec to launch the new concept at One New Change, the retail and leisure scheme in the City of London, in the fourth quarter of this year.

“When people come to one of our venues, we have to wow them, and this new concept is going to take people’s breath away,” says Breeden.

“With our knowledge of creating best-in-class concepts and operations, and the strength of the Formula One brand, we are going to break barriers in competitive socialising, marrying cutting edge technology, a premium F&B offering, and a visually stimulating setting, with the unrivalled glamour and excitement of F1, to create an unforgettable, adrenaline-fuelled experience.”

Fusing racing and gaming, the concept will feature 60 'motion racing simulators', which are being designed in collaboration with F1.

Guests will choose from a variety of racing modes to compete against each other individually, in team-based groups or as part of all-venue racing formats, with different car modes for all ages and abilities.

Alongside this there will also be bar area serving a range of drinks and an 'elevated' food offering.

“We’re thrilled to partner with best-in-class operators on this global opportunity, which will create an incredible entertainment experience for a worldwide audience, and a go-to hospitality venue for Formula 1 fans and non-fans alike,” says Ben Pincus, director of commercial partnerships at Formula One.

“The racing simulators will bring to life the experience of driving a Formula One car in a high-octane, stylish and fun environment, giving more people the opportunity to enjoy and get closer to the world of F1.”