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 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.”
An in-house tech team is working with Studio 397, part of
Motorsport Games (NASDAQ: MSGM), a leading racing game developer,
publisher and esports ecosystem provider, and Formula 1®, to create
a new gaming experience leveraging Studio 397’s racing simulation
platform rFactor 2 for this groundbreaking concept.
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.”
For the site at One New Change, up to sixty bespoke,
cutting-edge motion racing simulators are being designed by a
leading simulator design company, in collaboration with F1®. Guests
will 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, with different car modes for all ages and abilities
making it competitive and exciting for all who race, regardless of
skill. The venue will also provide enhanced experiences on Grands
Prix weekends.
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.”
Kindred Concepts aims to roll out at pace from launch, with a
mixture of owned and operated venues, joint ventures, and franchise
partnerships. Target locations include the UK, the US, key western
European Cities, the Middle East and Asia.
The new concept will be operated by Kindred Concepts, a new
venture formed of a senior team that comprises many of Breeden’s
long-term business partners, including Diane Jervis, Chief
Development Officer.
Further information about the launch of the concept at One New
Change will be revealed later this year.
About Kindred Concepts:
Kindred Concepts was founded by Adam Breeden, the pre-eminent
figure in competitive socialising in the UK. Breeden co-founded
Puttshack, Flight Club, Bounce, All Star Lanes and Hijingo, and was
also the founder of multi-award winning cocktail bar and
restaurant, The Lonsdale.
The senior management team includes chairman Stephen Murphy,
former Group CEO of Virgin Group; CFO Jonathan Peters, formerly CFO
for Caprice Holdings, Ivy Collection, Bill’s Restaurant, Birley
Clubs and Everyman Cinemas; Chief Development Officer, Diane
Jervis, who launched Bounce and brought Puttshack and Hijingo
concepts to market, and COO Roberto Moretti, former UK COO of
Puttshack and of Bills Restaurants.
Chief Technology Officer, Gavin Williams, was the Founder and
CEO of Quander.io, delivering multi-sensory and measurable digital
brand experiences for the likes of Sky, BMW and the NBA; Oliver
Raison, Creative Product Director and Jonique Izidoro, Projects
& Systems Director, both founding members of Adam’s core team
as part of Bounce and creating and delivering Puttshack, Hijingo
and AceBounce.
About Formula
1®:
Formula 1® racing began in 1950 and is the world’s most
prestigious motor racing competition, as well as the world’s most
popular annual sporting series. Formula One World Championship
Limited is part of Formula 1® and holds the exclusive commercial
rights to the FIA Formula One World Championship™. Formula 1® is a
subsidiary of Liberty Media Corporation (NASDAQ: LSXMA, LSXMB,
LSXMK, BATRA, BATRK, FWONA, FWONK) attributed to the Formula One
Group tracking stock. The F1 logo, F1 FORMULA 1 logo, FORMULA 1,
F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB
and related marks are trademarks of Formula One Licensing BV, a
Formula 1 company. All rights reserved.
About Landsec
At Landsec, we build and invest in buildings, spaces and
partnerships to create sustainable places, connect communities and
realise potential. We are one of the largest real estate companies
in Europe, with a £11 billion portfolio of retail, leisure,
workspace and residential hubs. Landsec is shaping a better future
by leading our industry on environmental and social sustainability
while delivering value for our shareholders, great experiences for
our guests and positive change for our communities. Find out more
at landsec.com
About Motorsport Games:
Motorsport Games, a Motorsport Network company, combines
innovative and engaging video games with exciting esports
competitions and content for racing fans and gamers around the
globe. The Company is the officially licensed video game developer
and publisher for iconic motorsport racing series, including
NASCAR, INDYCAR, 24 Hours of Le Mans and the British Touring Car
Championship (“BTCC”), across PC, PlayStation, Xbox, Nintendo
Switch and mobile. Motorsport Games is an award-winning esports
partner of choice for 24 Hours of Le Mans, Formula E, BTCC, the FIA
World Rallycross Championship and the eNASCAR Heat Pro League,
among others. For more information about Motorsport Games, visit
www.motorsportgames.com.
Press:ASTRSK PRmotorsportgames@astrskpr.com
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