F1 Arcade lands in Atlanta, expanding the F1 experience beyond the track

Formula 1 continues to extend its ecosystem beyond the paddock with the opening of F1 Arcade Atlanta, a new venue designed to translate the intensity of the championship into an immersive, social and technology-driven experience. The location will officially open on February 6, 2026, at The Interlock in West Midtown, one of Atlanta’s fastest-growing districts.

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With this launch, F1 Arcade strengthens its strategy to bring Formula 1 closer to new audiences in the United States by combining advanced simulation, chef-driven dining and premium hospitality under one roof. Atlanta becomes the brand’s first foothold in the southeastern U.S., expanding the geographic reach of the F1 experience.

At the core of the concept are full-motion simulators (dynamic platforms that replicate acceleration, braking and cornering forces) powered by rFactor 2 (a professional-grade simulation engine widely used in high-level virtual racing). Guests can select from five skill levels, ranging from Rookie —with driving assists enabled— to Elite, a no-assist format aimed at experienced drivers seeking maximum control.

The venue is not solely focused on racing. Food and beverage play a central role, with a globally inspired menu linked to iconic Formula 1 circuits and a cocktail program curated by Drink Masters champion LP O’Brien. The layout encourages a seamless flow between racing, spectating and social interaction, maintaining a continuous narrative throughout the space.

“Atlanta is a dynamic, culture-forward city, and F1 Arcade is designed to bring together both lifelong Formula 1 fans and newcomers to the sport”, said Jonathan Peters, CEO of F1 Arcade

The venue features 68 simulators, spans more than 15,500 square feet, and includes private event spaces, briefing rooms and flexible areas for corporate and social gatherings. To mark its debut, early visitors will have access to a Founder’s Club Card, unlocking long-term exclusive benefits.

F1 Arcade’s arrival in Atlanta underlines a broader shift: Formula 1 is no longer confined to race weekends. Its storytelling, technology and competitive DNA are increasingly embedded in permanent urban spaces, reshaping how fans engage with the sport year-round.