Imbiba invest in global venture with Adam Breeden & Formula One

The new venture creates a next-level competitive socialising experience launching in London later this year.

Adam Breeden is recognised as the pioneer of competitive socialising in the UK and is the entrepreneurial force behind some of the sector’s most successful concepts including Puttshack, Flight Club, Bounce, All Star Lanes and Hijingo. Working alongside Formula One, Adam and his team have created an immersive, state of the art F1 racing simulation experience, gamified for a mass audience. 

Formula One’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.

Fusing racing and gaming with the fun of competitive socialising and the glamour and glorious history 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 champagne offering, surrounded by dining and drinks areas with elevated food menus.

Adam Breeden, Founder and Chief Executive Officer, 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 One 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.”

More information about the launch of the concept at One New Change will be revealed later this year. Or please email the Imbiba team and get in touch to find out more.