London To Debut F1 Simulation Experience
Formula One has agreed what it claims is a unique global licensing deal with Kindred Concepts, a new company founded by hospitality expert Adam Breeden, to create an immersive simulation experience.
With a conditional lease agreed between Kindred Concepts and real estate investment company Landsec to launch the concept in the fourth quarter of 2022 at One New Change, next to St Paul’s Cathedral in the City of London, the project aims to fuse racing and gaming with the excitement of Formula One and competitive socialising.
F1 is set to take a “meaningful equity position” in the new company as part of its commitment to the exclusive, long-term partnership, with as many as 30 venues to be rolled out worldwide in the next five years.
Breeden’s Kindred Concepts venture is backed by leisure and entertainment sector investor Imbiba, together with F1, and will operate the new concept with a premium offering promising best-in-class hospitality and design.
Up to 60 bespoke motion racing simulators are being designed for the site at One New Change, and guests will be able to 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. The venue will also provide enhanced experiences on Grand Prix weekends.
An in-house tech team at Kindred Concepts is working with F1 and Studio 397, part of Motorsport Games, to create a new gaming experience leveraging Studio 397’s racing simulation platform rFactor 2.
Kindred Concepts aims to roll out at pace from launch, with a mixture of owned and operated venues, joint ventures and franchise partnerships in target locations including the UK, the US, Asia, Europe and the Middle East.
Ben Pincus, Director of Commercial Partnerships at Formula 1, said, “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.”
Breeden, Founder and Chief Executive Officer of Kindred Concepts, added, “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.
“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.”
