Formula 1® has introduced F1® Box, a fresh immersive racing experience that opens at Westfield Stratford City in London on Friday, 22 August. This installment offers fans an engaging way to experience the intensity of a Grand Prix through a head-to-head racing challenge using advanced simulators.
A Unique Racing Format Designed for Competition
F1® Box offers a pioneering approach that sets it apart from traditional racing simulators by featuring 12 arcade-style racing stations where players compete directly against each other. Equipped with cutting-edge full-motion simulators, 4K visuals, premium audio, and live race commentary, the experience focuses on fast, competitive gameplay rather than mastering every circuit.
Participants engage in two consecutive five-minute races per session, with real-time leaderboards and race data enhancing the competitive atmosphere. The experience encourages social interaction, making it ideal for friends, family, and fans seeking quick bursts of adrenaline and excitement in a dynamic environment.
Advancing Fan Engagement Beyond the Track
This launch represents the latest step by Formula 1 to connect with its audience in innovative spaces outside traditional race venues. Following the growing popularity of F1® Arcade, which now operates five sites across the UK and US—including London, Birmingham, Boston, Washington D.C., and Philadelphia—F1® Box aims to reach new and existing fans in a captivating new format.
Emily Prazer, Chief Commercial Officer at Formula 1, expressed enthusiasm about the initiative:
“F1® Box is another example of Formula 1 popping up in new and interesting places to engage with its fans. The success of F1® Arcade has shown that people crave that burst of adrenaline that comes from going head-to-head against your friends and family. We can’t wait for London to go racing and to see if the fans have what it takes to top the podium.”
—Emily Prazer, Chief Commercial Officer at Formula 1
Adam Breeden, Founder and CEO of F1® Arcade, highlighted the innovative nature of F1® Box and its potential for expansion:
“F1® Box is the first of its kind; a uniquely immersive experience combining a state-of-the-art audio-visual production that brings the racer right to the track, amplifying the drama of every moment. The concept offers significant global growth potential, bringing a small-format, dramatized version of our F1® Arcade racing experience to millions more Formula 1 fans and newcomers worldwide.”
—Adam Breeden, Founder and CEO of F1® Arcade
Future Plans and Booking Information
F1® Box sessions will last about 20 minutes, including setup and commentary, with each session consisting of two intense five-minute races. Bookings for the London location at Westfield Stratford City are available online, with some walk-in spots offered as well. Additional venues for F1® Box will be announced, supporting the planned worldwide expansion of this immersive format.