Venue News
Adam Breeden announces global agreement with Formula 1®
to
create next-level competitive socialising experience, launching in London in 2022
PUTTSHACK
Adam Breeden, the pioneer of competitive socialising in the UK and entrepreneurial force behind some of the sector’s most successful concepts, has announced plans for his most ambitious and exciting project yet – an immersive, state of the art F1® racing simulation experience, gamified for a mass audience, in a unique global licence agreement with Formula 1®.
Formula 1’s commitment to the partnership is reflected in the fact that the global sporting brand has chosen to take a meaningful equity position in the new company. Through the exclusive, long-term partnership, as many as 30 venues will be rolled out worldwide in the next five years, and Kindred Concepts have agreed a conditional lease with Landsec to launch the new concept at One New Change, the premier retail and leisure destination in the City of London, in Q4 2022.
Kindred Concepts, a new company founded by Adam Breeden, co-founder of Puttshack, Flight Club, Bounce, All Star Lanes and Hijingo, and backed
26 March 2022
www.venue-insight.com
by leisure and entertainment sector investor Imbiba, together with Formula 1®, will operate the new concept, taking competitive socialising to the next level with a premium offering promising best- in-class hospitality and design.
Fusing racing and gaming, with the fun of competitive socialising, and the glamour and spirit of F1®, 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, boasting an impressive feature bar with an extensive offering, surrounded by dining and drinks areas with elevated food menus.
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.”
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.”
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