Mercedes Launches Global F1 Immersive Center in Qiddiya

The World’s First Fully Immersive F1 Experience
Riyadh – BETH

Mercedes has unveiled the first fully immersive Formula 1 experience center of its kind worldwide, located in Qiddiya City in Riyadh.
The center offers visitors a transformative leap in motorsport engagement—shifting from simple viewing to a true, sensory, hands-on experience.

The Concept

The idea behind the center is to turn motorsport from screen-based entertainment into a full physical and emotional experience, allowing visitors to:

Drive advanced simulators

Feel real F1 acceleration forces

Explore behind-the-scenes operations of the Mercedes F1 Team up close

Location

The center is situated in Qiddiya, adjacent to the high-speed circuit within the broader Qiddiya Sports and Entertainment project.

Key Features

More than 60 driving simulators and 4D Motion experiences

A 9-story building featuring:

The full history of the Mercedes F1 Team

Interactive zones for children

Engineering and design spaces for motorsport enthusiasts

An international racing circuit passing directly under the building, giving visitors a live and dynamic view of real races

🏁 A Real Driving Experience

Visitors can enjoy a rare opportunity to drive performance race cars on Qiddiya’s international track, offering a simulation experience that closely mirrors professional Formula 1 driving conditions.

🟦 Analytical Comment – BETH

Launching the world’s first immersive Formula 1 center in Qiddiya reflects Saudi Arabia’s profound transformation toward a global sports and entertainment ecosystem.
These projects don’t merely entertain—they position Riyadh and Qiddiya as rising hubs for speed sports, engineering innovation, and high-end immersive experiences.

Saudi cities are moving with confidence toward delivering diverse, world-class megaprojects that reshape the economy and the way people live.

Saudi Arabia no longer imports experiences…
It creates them.