What’s Inside the New F1 Times Square Location?
Formula 1 has officially opened its first-ever permanent experiential space in New York City’s Times Square, just weeks ahead of the 2024 Miami Grand Prix. The 5,000-square-foot location sits at 1560 Broadway, right in the bustle of the city’s most famous tourist hub.
This marks F1’s largest U.S. fan activation to date, designed to bridge the gap between East Coast fans and the sport’s growing slate of American races. The space will remain open through the end of the 2024 season, with rotating activations tied to each U.S. Grand Prix.
What to Expect at the F1 Times Square Pop-Up
Interactive Fan Experiences
Visitors can step into a full-motion F1 simulator, replicating the exact cockpit setup used by drivers like Max Verstappen and Lewis Hamilton. The simulators use real telemetry data from 2023 season races, letting fans test their skills on the Miami International Autodrome layout ahead of the upcoming Grand Prix.
A dedicated photo zone lets fans pose with a replica of the championship-winning Red Bull RB19, complete with 3D augmented reality filters that add cheering crowds and podium fireworks to shots shared on social media.
Exclusive Merchandise Drops
The location will stock limited-edition Miami Grand Prix merch, including team-specific caps, jackets, and die-cast model cars not available on the official F1 online store. A dedicated section highlights heritage F1 apparel from the 1990s and 2000s for collectors.
Weekly merch drops will feature collaborations with New York-based streetwear brands, only available at the Times Square location. Fans can also customize their own race suits with embroidered names and favorite driver numbers.
Race Viewing Events
Leading up to the Miami Grand Prix (May 3-5, 2024), the Times Square space will host free race viewing parties for qualifying and the main event. Complimentary snacks and F1-themed cocktails will be available for attendees 21 and over.
Post-race Q&A sessions with former F1 drivers and U.S.-based racing analysts are scheduled for each Miami race weekend, giving fans direct access to insider insights about the sport.
Why Times Square Ahead of the Miami Grand Prix?
F1 executives say the location is part of a broader push to grow the sport’s U.S. fanbase, which has surged 40% since the debut of Netflix’s Drive to Survive. “New York is a global media hub, and Times Square gives us unmatched visibility ahead of our second U.S. race of the season,” said F1 Chief Commercial Officer Emily Prazer.
The Miami Grand Prix, now in its third year, drew over 250,000 attendees in 2023 and is one of F1’s fastest-growing events. Pairing the Times Square launch with the Miami race builds momentum for both the local NYC fan community and the South Florida event.
“We want fans across the U.S. to feel connected to the Miami Grand Prix, even if they can’t travel to Florida,” Prazer added. “Times Square draws 50 million visitors annually – it’s the perfect place to spark curiosity about F1 and drive ticket sales for Miami and future U.S. races.”
Visiting Details
- Address: 1560 Broadway, Times Square, New York, NY 10036
- Opening hours: 10 a.m. – 8 p.m. daily (extended hours on race weekends)
- Admission: Free for all fans; simulator sessions cost $35 per 15-minute slot
- Special event: Miami Grand Prix viewing party on May 5, 2024 – doors open at 1 p.m. ET
- Accessibility: Fully ADA-compliant, with wheelchair-accessible simulators and closed captioning for all video content
Final Thoughts
Whether you’re a die-hard F1 fan who never misses a race or just curious about the sport after hearing buzz from friends, the new Times Square location offers a low-barrier way to get up close with the world of Formula 1 ahead of the Miami Grand Prix.
Don’t miss the chance to grab exclusive merch, test your driving skills against real race data, and cheer on your favorite team with fellow fans in the heart of NYC. The pop-up is open now – plan your visit before the Miami Grand Prix kicks off next month.
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