Puttshack founder to launch first Formula 1 entertainment venue

Adam Breeden, co-founder of mini-golf concept Puttshack, is to open the first Formula 1 licensed entertainment venue in London's St Paul's on 24 November.

Breeden's Kindred Concepts has partnered with the sport to launch Formula 1 Arcade, which will feature 60 racing simulators and a range of food and drink.

A new gameplay option from Motorsport Games will allow guests to compete against each other individually or in team-based groups, with special features to be added on Grands Prix weekends.

Breeden has a strong track record in competitive socialising concepts, having created dart-based Flight Club, ping pong bar Bounce, All Star Lanes bowling, and bingo experience Hijingo.

The Formula 1 Arcade will open at the One New Change development and will the first site under the concept.

The group has already announced an ambitious rollout plan, which includes a mixture of owned, operated, joint and franchised ventures across the UK, US, Europe, the Middle East and Asia.

Brandon Snow, managing director of commercial at Formula 1, said: "F1 Arcade is an ambitious project that will allow people to get even closer to the Formula 1 experience by giving guests the chance to get behind the wheel of bespoke racing simulators in stylish surroundings with a high-quality hospitality offering."

Breeden added: "We are thrilled to offer the first of these premium and exclusive entertainment experiences right in the heart of London. It has been our most ambitious project to date, taking everything we know about competitive socialising venues and adding the strength of the Formula 1 brand. This is all the glamour of a Grand Prix weekend in your city, all year round.

"The cutting-edge technology, high-quality food and beverages, coupled with a glamorous venue sets F1 Arcade apart from the rest in the hospitality sector."

Kindred Concepts, now trading as F1 Arcade, was founded by Breeden and includes a senior management team featuring Stephen Murphy, former group chief executive of Virgin Group; Jonathan Peters, formerly chief financial officer for Caprice Holdings, Ivy Collection, Bill's Restaurant and Everyman Cinemas; and Diane Jervis, who launched Bounce.