Landsec signs Adam Breeden’s new concept with Formula 1 for One New Change
Landsec has signed Adam Breeden’s immersive Formula 1 racing simulation experience at One New Change in the City of London.
Due to launch at the shopping centre in the fourth quarter of 2022, the 14,700 square foot attraction will aim to capitalise on the growing popularity of one-of-a-kind leisure experiences and increased demand for competitive socialising across London.
Founded by Adam Breeden (pictured), the co-founder of Puttshack, Flight Club, Bounce, All Star Lanes and Hijingo, Kindred Concepts is a new company backed by leisure and entertainment sector investor Imbiba. The two companies will work with Formula 1 to operate the concept and roll out as many as 30 venues worldwide in the next five years.
Breeden said: “When people come to one of our venues, we have to wow them and give them an unforgettable experience, and this new concept is going to take people’s breath away. 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.”
Marcus Geddes, managing director of central London at Landsec, added: “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.”
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