Landsec has announced that Adam Breeden’s new immersive Formula 1 racing simulation experience is set to join One New Change, the City Of London retail and leisure destination.
The new attraction, which comines racing and gaming in a new leisure experience, will operate across 14,700 sq ft and will launch at One New Change in Q4 2022.
The concept aims to cater to a wide range of groups and occasions, with a feature bar alongside dining and drinks areas with elevated food menus.
Marcus Geddes, managing director of 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.”
Adam Breeden, founder and chief executive officer of Kindred Concepts, said: “With our experience creating best-in-class concepts and operations, and the strength of the Formula 1 brand, we are going to take competitive socialising to the next level, marrying cutting edge technology, a premium F&B offering, and a stunning setting, with the unrivalled glamour and excitement of F1.”
Ben Pincus, director of commercial partnerships at 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.”
