F1 and Kindred Concepts partner on new racing simulation experience in London

Deal to create 30 venues across the next five years.

F1 and Kindred Concepts partner on new racing simulation experience in London

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  • Kindred Concepts is working with Studio 397 to develop new gaming experience
  • Venue to provide unique experiences during F1 weekends

Formula One has revealed a new partnership with Kindred Concepts to create a new racing simulation experience.

The long-term global licence agreement will see Formula One and Kindred Concepts open as many as 30 venues worldwide across the next five years. The target locations of the venues include the UK, the US, Asia, Europe and the Middle East.

The experience locations will combine simulation racing and gaming, catering to entertainment customers and corporate event planners. Plans for the new locations also include special events during Formula One race weekends.

Kindred Concepts has entered a conditional lease agreement with property development firm Landsec to open the first of these venues in London in the fourth quarter of 2022.

Currently, 60 bespoke motion racing simulators are being developed for the site at the One New Change complex, and guests will be able to chose from a selection of racing modes to compete individually or in teams.

Kindred Concepts will work alongside Formula One and Studio 397, part of Motorsport Games, to create the new gaming experience inspired by Studio 397's rFactor 2 game.

"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 One fans and non-fans alike," said 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 Formula One."

Adam Breeden, founder and chief executive 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 Formula One, to create an unforgettable, adrenaline-fuelled experience."