Headlines

Formula 1 Experiences Rev Up as New Season Nears

Two interactive venues tied to the motorsport are debuting in the U.S.

Published

3 months ago

February 2, 2026

The F1 Arcade in Atlanta features chandeliers that mimic the circuit’s various racecourses and hand-painted tire-mark murals by Atlanta-based artist Thomas Turner. Image: Courtesy of F1 Arcade

Formula 1 has been experiencing a surge in popularity on a global scale, drawing huge crowds to its races and an ever-growing TV audience. Those trends are increasingly evident in the U.S., which will again host three of the circuit’s 24 races this year – in Miami, Austin and Las Vegas.

So, as the sport gears up for its 77^th season, with pre-season testing taking place later this month in Bahrain and the first race set for Australia (March 6-8), two American venues are looking to cash in on its popularity. Those places are:

* An F1 Arcade (London), which will open a 15,000-square-foot location in Atlanta on Feb. 6 in The Interlock mixed-use complex northwest of that city’s downtown. That venue’s offerings will include 68 state-of-the-art racing simulators, dining and cocktails in space saturated with F1 references. “Atlanta is a dynamic, culture-forward city, and F1 Arcade is designed to bring people together—whether they’re lifelong fans or brand-new to the sport — for unforgettable racing, food, and social experiences,” said Jonathan Peters, CEO of F1 Arcade.

The Atlanta locale will be the chain’s sixth in America; the others are in Boston, Denver, Las Vegas, Philadelphia and Washington, D.C. It also has arcades in the U.K., in London and Birmingham, and in Madrid, Spain.

The entry to the Grand Prix Plaza in Las Vegas. Image; Courtesy of Grand Prix Plaza

* The Grand Prix Plaza, which has reopened in Las Vegas for its second season after undergoing a major update. Set within the 39-acre, multi-use complex that houses the state-of-the-art Las Vegas Grand Prix Pit Building, the entertainment destination features more than 100,000 square feet of F1 attractions, including:

F1 X, an interactive attraction offering guests a tech-driven journey through a cutting-edge exhibition, featuring legendary artifacts, memorabilia and hands-on activations. Visitors can design their own virtual F1 car livery and virtually race on the Las Vegas Strip Circuit from the driver’s seat in an upgraded 4D theater.
F1 drive, the venue’s F1 karting adventure puts guests behind the wheel on a section of the actual Las Vegas Strip Circuit, racing through its pit lane and team garages.
F1 hub, which includes Formula 1 simulators, a retail store and a dining destination

“For year two, we’ve taken Grand Prix Plaza to new heights, offering returning guests new ways to engage in the sport, while giving first-time visitors an action-packed introduction to the world of Formula 1 racing,” said General Manager Benjamin Larvie.