Kindred Concepts to launch Formula 1 competitive socialising experience in London

Formula 1 will partner with Kindred Concepts, a new company founded by hospitality expert Adam Breeden, to create an immersive, state of the art F1 racing simulation experience, made accessible to a mass audience in a unique global licence agreement.

With a conditional lease between Kindred Concepts and Landsec agreed to launch the concept in Q4 2022 at One New Change, next to St Paul’s Cathedral in the City of London, the ambitious project aims to fuse racing and gaming with the excitement of Formula 1 and the fun of competitive socialising. The concept will cater to a wide range of groups and occasions, from fun-filled nights out to family experiences, corporate events and everything in between.

Formula 1 will 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.

Adam Breeden, the pioneer of competitive socialising in the UK and entrepreneurial force behind some of the sector’s most successful concepts, is the co-founder of Puttshack, Flight Club, Bounce, All Star Lanes and Hijingo. Breeden’s Kindred Concepts venture is backed by leisure and entertainment sector investor Imbiba together with Formula 1 and will operate the new concept to take competitive socialising to the next level 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. Different car modes will be available for all ages and abilities, making the experience competitive and exhilarating for all who race, regardless of skill. The venue will also provide enhanced experiences on Grands Prix weekends.

An in-house tech team at Kindred Concepts is working with Formula 1 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.

Further information about the launch and the concept at One New Change will be revealed later this year.

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.”

Adam Breeden, Founder and Chief Executive Officer 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.”

Dmitry Kozko, CEO, Motorsport Games, said:

“We’re honoured to work with Kindred Concepts and Formula 1 to help successfully launch this cutting-edge gaming experience. Motorsport Games prides itself on the authenticity and realism brought to each of our games and the simulators at this venue will be no different. We look forward to each guest getting a true to life feel of driving a Formula 1 car in these state-of-the-art simulators in this unique setting.”

Marcus Geddes, Managing Director – Central London at Landsec, said:

“The growing popularity of leisure across our retail destinations is driven by unique, one-of-a-kind experiences that can’t be had anywhere else – and this world-first with Formula 1 goes above and beyond. The scale of this exciting new concept is a valuable addition to the City and its surrounding communities, and will provide guests at One New Change with an unforgettable day or night out.”