F1 Arcade

BOSTON

F1® Arcade makes its international debut with a stunning new venue in Boston, marking the first location outside the UK and the brand’s first in the U.S. The goal was to take the well-established F1® Arcade UK concept and successfully translate it for an American audience. Designed by Anamo Design Studio, the space reimagines the design, layout, and user experience to reflect the cultural and social habits of its new market. This immersive destination brings the thrill of Formula 1 racing to life through cutting-edge sim technology and a vibrant, social atmosphere, blending the energy of the sport with Boston’s unique character.

With full creative control, we set out to evolve the F1® Arcade experience for its first U.S. location. The challenge was to stay true to the brand’s high-energy identity while reimagining it for a new cultural and social context.

We focused on understanding Boston’s social habits to allow us to rethink the layout and atmosphere. The result is a flexible space that works for everything from casual visits to corporate events.

A 37-foot bar sits at the heart of the venue, acting as both a visual centrepiece and social hub. For private events, we designed a 2,400-square-foot room with its own bar and a striking 33-foot mirrored chandelier visible from street level.

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Throughout the space, we balanced F1® Arcade’s signature look with design choices that reflect Boston’s character and waterfront setting. The result is a bold evolution of the brand with immersive and dynamic statement lighting and a customer journey that reflects the U.S. market.

Our close involvement throughout the project, paired with innovative design thinking, allowed us to successfully translate F1® Arcade’s UK concept for its first international venue, setting a new benchmark for experiential hospitality in the U.S.

SERVICES PROVIDED

Concept Creation, Interior Design, Detailed & Technical Design, Bespoke Furniture & Lighting Design, FF+E Design & Specification, Accessories Procurement, Tender Coordination, On-Site Management

“

I have worked with Ana and Anamo Design Studio for years across multiple concepts, and most recently, they have been the creative force behind the interior design of all our F1 Arcade locations. Their expertise in immersive hospitality design, attention to detail, and deep understanding of brand storytelling bring each space to life. Anamo seamlessly blends innovation with the high-energy world of Formula 1, crafting captivating and engaging environments. Beyond their creative vision, they are a pleasure to work and highly collaborative, responsive, and committed to excellence. Their ability to manage the U.S. rollout, overseeing multiple locations and projects simultaneously, has been invaluable. They navigate complex design and construction challenges with precision while ensuring consistency across venues. Anamo is an essential partner in shaping the F1 Arcade experience.

JON GARDNER, PRESIDENT USA
F1 ARCADE

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VILLA 57

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PUTTSHACK WATFORD