Atlanta, GA, January 9, 2026
The F1® Arcade, the world’s first official Formula 1 experiential hospitality brand, is launching in West Midtown, Atlanta. This innovative venue will offer immersive racing experiences, dining, and social gatherings. With an investment of $130 million, F1® Arcade is expected to boost the local economy by creating jobs and attracting visitors. Spanning 15,500 square feet, it will feature 68 racing simulators and a chef-driven menu, positioning itself as a new entertainment destination. The opening reflects Atlanta’s growth as a hub for entrepreneurial initiatives and community engagement.
Atlanta Drives Forward: F1® Arcade Accelerates West Midtown’s Economic Engine
Atlanta is continuously evolving, and its West Midtown district stands as a testament to this dynamic growth, attracting innovative enterprises that redefine the city’s entertainment landscape. The upcoming launch of F1® Arcade at The Interlock marks a significant infusion of private investment and entrepreneurial vision into the local economy, promising an immersive entertainment experience that aligns with Atlanta’s reputation as a hub for both business and leisure. This new venture not only expands the city’s diverse offerings but also underscores the power of private initiative to cultivate vibrant community spaces and stimulate economic activity.
The arrival of a unique, globally recognized hospitality brand like F1® Arcade highlights Atlanta’s appeal to pioneering businesses seeking fertile ground for expansion. Such ventures often act as catalysts, spurring job creation and attracting further investment, demonstrating how a receptive local business environment can foster substantial economic benefits. By embracing innovative concepts and supporting the entrepreneurial spirit, Atlanta continues to strengthen its position as a leading city for growth and opportunity in the Southeast.
The Global Pedigree Arrives in Georgia
F1® Arcade, recognized as the world’s first official Formula 1 experiential hospitality brand, is set to open its doors in Atlanta, Georgia, on Friday, February 6, 2026. This highly anticipated establishment will be located at The Interlock in West Midtown, adding a high-profile attraction to one of Atlanta’s growing entertainment districts. The brand’s expansion into the United States follows successful openings in London in 2022, Birmingham (UK), and Boston Seaport in April 2024. This global reach demonstrates the appeal and scalability of the F1® Arcade concept, driven by substantial private investment, including a $130 million growth financing raise completed in July 2024. This investment underscores a strong belief in the experiential entertainment market and the potential for continued growth in key US cities like Atlanta.
An Unparalleled Immersive Racing and Social Experience
Spanning 15,500 square feet, the new F1® Arcade venue in Atlanta is designed to offer an immersive racing, dining, and social experience all under one roof. It will feature 68 state-of-the-art full-motion racing simulators, complemented by immersive audiovisual elements and a refined, industrial interior. Each simulator is equipped with dual screens, allowing both the driver and spectators to follow the race in real-time, enhancing the competitive social aspect. The racing experience, powered by Motorsport Games’ rFactor 2 simulation, caters to a wide range of skill levels with five options, from “Rookie” with full driving assists to “Elite” for experienced drivers seeking a no-assist challenge. This inclusive approach ensures that the thrill of Formula 1 racing is accessible to guests aged seven and up, making it a unique destination for families, friends, and multi-generational teams to compete together.
Beyond the simulators, the venue aims to foster social connection, positioning itself as a hub for group gatherings, corporate events, birthdays, and date nights. Flexible event options, including private rooms and full-venue buyouts, can accommodate various group sizes, up to 450 guests for a full venue buyout, demonstrating the capacity for substantial community and business engagement.
Elevated Culinary and Crafted Cocktails
F1® Arcade distinguishes itself by integrating a comprehensive hospitality offering with its racing experience. The venue will feature a chef-driven culinary program, presenting a menu that blends elevated comfort food with global street-food influences. Offerings will include dishes such as ahi tuna tartare, wagyu beef sliders, and chipotle shrimp tacos, emphasizing shareable plates that can be enjoyed between races. The full-service bar, curated by Netflix Drink Masters champion LP O’Brien, will offer inventive signature cocktails and a selection of alcohol-free “Designated Drivers” mocktails. This focus on high-quality food and beverages transforms F1® Arcade into a dual destination where guests can enjoy a refined dining experience alongside the excitement of racing, supporting Atlanta’s vibrant hospitality sector.
Catalyzing Local Economic Growth and Community Engagement
The establishment of F1® Arcade represents a notable addition to Atlanta’s economic landscape, particularly within its thriving nightlife and entertainment sector. Atlanta’s nightlife industry is a significant economic driver, generating nearly $5.1 billion in revenue annually and directly supporting 41,000 jobs. The total economic impact, including indirect and induced effects, reaches almost $8.5 billion annually, contributing nearly $1.5 billion in salaries and wages each year. F1® Arcade’s entry into this market is expected to further boost these figures, creating new employment opportunities and attracting visitors, thereby stimulating related businesses in West Midtown. This private sector investment enhances the overall appeal of the district, driving foot traffic and consumer spending.
In a demonstration of community commitment, F1® Arcade will support The Giving Kitchen during its first month of operation by donating $1 from every Georgia Tow cocktail sold. This initiative highlights how new businesses can integrate into the local fabric, contributing not only to economic growth but also to social good within the community.
A Vision for Nationwide Expansion Driven by Innovation
F1® Arcade’s launch in Atlanta is part of an ambitious global expansion strategy by Kindred Concepts Ltd., the company behind the brand. With plans to open more than 30 locations worldwide by the end of 2027 across the US, UK, Europe, Middle East, Asia, and Australia, the company demonstrates a robust entrepreneurial spirit and a clear vision for growth. Other planned US openings include Washington D.C. in Fall 2024 and a flagship site in Las Vegas in 2025. This rapid expansion, backed by significant private capital, exemplifies how innovative business models in the experiential entertainment sector can thrive and contribute to economic development on a broad scale. The success of such ventures often relies on a responsive market and an environment that encourages private investment and limited regulatory hurdles, allowing entrepreneurs to bring their visions to fruition and create valuable additions to local economies.
Conclusion
The opening of F1® Arcade in West Midtown is more than just the launch of a new entertainment venue; it signifies a robust vote of confidence in Atlanta’s economic vitality and its burgeoning experiential sector. It represents a fusion of global entertainment with local enterprise, promising new jobs, increased visitor engagement, and a dynamic addition to the city’s social fabric. As Georgia entrepreneurs continue to innovate and private investment flows into the region, Atlanta’s economic growth trajectory looks promising. We encourage all residents and visitors to explore this exciting new venture, supporting the local businesses that contribute to our city’s prosperity and vibrant community life. Engage with Atlanta’s evolving economy and embrace the innovative spirit driving our city forward.
Frequently Asked Questions
Q: What is F1® Arcade?
A: F1® Arcade is the world’s first official Formula 1 experiential hospitality brand, blending immersive racing simulation with dining, cocktails, and social experiences.
Q: When is F1® Arcade opening in Atlanta?
A: F1® Arcade is officially opening in Atlanta, Georgia, on Friday, February 6, 2026.
Q: Where will the F1® Arcade be located in Atlanta?
A: The F1® Arcade will be located at The Interlock in West Midtown, Atlanta, Georgia.
Q: How large is the F1® Arcade Atlanta venue?
A: The venue will span 15,500 square feet.
Q: How many racing simulators will F1® Arcade Atlanta feature?
A: F1® Arcade Atlanta will feature 68 state-of-the-art full-motion racing simulators.
Q: What kind of food and drinks will be available at F1® Arcade Atlanta?
A: F1® Arcade Atlanta will offer a chef-driven culinary program with a menu blending elevated comfort food and global street-food influences, including dishes like ahi tuna tartare, wagyu beef sliders, and chipotle shrimp tacos. It will also have a full-service bar with inventive cocktails and alcohol-free “Designated Drivers” mocktails, curated by Netflix Drink Masters champion LP O’Brien.
Q: Who is the company behind F1® Arcade?
A: The company behind F1® Arcade is Kindred Concepts Ltd., a standalone corporate entity with an exclusive license from Formula 1.
Q: When do race reservations open for F1® Arcade Atlanta?
A: Race reservations for F1® Arcade Atlanta open on January 15, 2026.
Q: What is the economic impact of the nightlife industry in Atlanta?
A: Atlanta’s nightlife industry generates nearly $5.1 billion in revenue annually and directly supports 41,000 jobs, with a total economic impact of almost $8.5 billion annually.
Key Features of F1® Arcade Atlanta
| Feature | Details | Scope |
| Official Opening Date | Friday, February 6, 2026 | Local |
| Location | The Interlock in West Midtown, Atlanta, Georgia | Local |
| Venue Size | 15,500 square feet | Local |
| Number of Simulators | 68 state-of-the-art full-motion racing simulators | Local |
| Racing Simulation Platform | Motorsport Games’ rFactor 2 | Nationwide |
| Skill Levels | Five options, from “Rookie” to “Elite” | Nationwide |
| Target Audience | Ages seven and up, including families, friends, and multi-generational teams | Nationwide |
| Food & Beverage Program | Chef-driven menu with elevated comfort food and global street-food influences; full-service bar with inventive cocktails and alcohol-free mocktails curated by Netflix Drink Masters champion LP O’Brien | Local |
| Event Capabilities | Private rooms (up to 90 guests in private briefing room), exclusive spaces, full-venue buyouts (up to 450 guests) | Local |
| Race Reservations Open | January 15, 2026 | Local |
| Company | Kindred Concepts Ltd. (F1® Arcade) | Nationwide |
| Global Expansion Plan | More than 30 locations worldwide by end of 2027 (US, UK, Europe, Middle East, Asia, Australia) | Nationwide |
| Funding | $130 million growth financing raise completed in July 2024 | Nationwide |