March 11, 2025
F1 Arcade to open first Southeast location for immersive racing concept in Atlanta
By Rachel Cohen Noebes at Atlanta Business Chronicle
Atlanta, start your engines.
F1 Arcade, an immersive Formula 1 experience, will open its first location in the South at The Interlock on Howell Mill Road. It’s expected to open later this year, according to a March 10 announcement.
Plans for the 15,000-square-foot experiential venue include 68 full-motion simulators and an over 1,000-square-foot patio.
Guests will be able to put themselves in the driver’s seat as they navigate F1 race tracks, such as the United Kingdom’s Silverstone and the Circuit of the Americas in Austin, Texas, as well as others.
In addition to simulated racing, F1 Arcade will offer a menu including Wagyu beef sliders, ahi tuna tostadas and seafood towers, as well as signature cocktails, wines, beers, ciders and “Designated Drivers” mocktails.
“Known for its rich sports and food scene, Atlanta is a perfect fit for the next phase of F1 Arcade’s growth,” said Jon Gardner, U.S. president of F1 Arcade, in a prepared statement. “Southern fans will be able to put their racing skills to the test on the world’s most iconic tracks, while enjoying top-tier food and drinks in a thrilling atmosphere,”
The Atlanta location will be the sixth venue of its kind in the U.S., following locations in Boston and Washington, D.C. There are plans to open in Las Vegas, Denver and Philadelphia this year.
Formula 1 has seen a massive rise in popularity in the U.S. over the past few years thanks to the Netflix docuseries “Drive to Survive.”
Drew Lewis and Alan Shaw of The Shopping Center Group represented The Interlock owner Armada Hoffler in the lease negotiations. Robert Johnson with Emerging Concepts represented F1 Arcade.
“F1 Arcade is unique to the market and complements [The Interlock’s] existing line-up of tech-infused, immersive experiences,” Shawn Tibbetts, CEO of Armada Hoffler, said in a prepared statement.
Tibbetts was referring to other offerings within the development, such as Puttshack, The Escape Game and Sandbox VR.
The Interlock has more in the works. The Gathering Spot, the Atlanta-based private club, recently announced its second location will open at the West Midtown development.
