Adam Breeden, the pioneer of competitive socialising, has announced plans an immersive, Formula 1 racing simulation experience.
Formula 1 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 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 Q4 2022.
Breeden is the co-founder of Puttshack, Flight Club, Bounce, All Star Lanes and Hijingo.
The new concept will fuse racing, gaming, competitive socialising, and the “glamour and spirit of F1.
Adam Breeden, founder and chief executive of Kindred Concepts, said: “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.”
Ben Pincus, director of commercial partnerships, Formula 1, said: “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. The racing simulators will bring to life the experience of driving a Formula 1 car in a high-octane, stylish and fun environment, giving more people the opportunity to enjoy and get closer to the world of F1.”
An in-house tech team is working with Studio 397, part of Motorsport Games, a racing game developer, publisher and esports ecosystem provider, and Formula 1, to create the new gaming experience.
For the site at One New Change, up to 60 motion racing simulators are being designed.
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.
The venue will also provide enhanced experiences on Grands Prix weekends.
Kindred Concepts aims to roll out with a mixture of owned and operated venues, joint ventures, and franchise partnerships.
Target locations include the UK, the US, key western European Cities, the Middle East and Asia.
Kindred Concepts includes a senior team comprised of many of Breeden’s long-term business partners, including Diane Jervis, chief development officer.
