The Formula 1 exhibition brings Formula 1 and its history closer to fans – Germany could host such an event in the future
Germany, Italy, France, and the US are on the list of possible future locations for the Formula 1 exhibition, as Jonathan Linden from Round Room Live confirmed to Motorsport Network at the opening of the Amsterdam edition. This could bring a touch of the premier class back to Germany, as there are currently no Formula 1 races in the country.
The Formula 1 exhibition continues to enjoy great popularity. After stops in Madrid, Vienna, Toronto, London, and Buenos Aires, the interactive exhibition is now making a stop in Amsterdam. The grand opening took place on Tuesday evening and was attended by former Dutch Formula 1 drivers Jan Lammers, Gijs van Lennep, and Robert Doornbos, who is also serving as ambassador for the Amsterdam exhibition.
The Amsterdam edition has been adapted to suit the local audience: the Dutch Drive Room showcases the history of Dutch drivers in Formula 1 and highlights the legacy of the Grand Prix in Zandvoort. The Design Lab also features the Red Bull RB16B, the car in which Max Verstappen won his first world championship title in 2021.
Focus on Germany
“Germany is definitely on our list,” explains Jonathan Linden, co-president of Round Room Live. “We haven’t reached many exciting markets in Europe yet, and Germany is a particularly interesting location with a great Formula 1 tradition.”
The size of the exhibition – over 2,300 square meters – places high demands on venues. “Unlike concert tours, which move between established arenas, an exhibition like this requires special conditions. But we have a lot of experience, for example with the Rolling Stones and Jurassic World exhibitions,” says Linden.
In focus: established and new fans
No official location has yet been confirmed for the next stop after Amsterdam, which will be open until the end of July. But Linden makes it clear that France, Paris, Italy, and Germany are high on the list. Demand is high worldwide, especially from European markets that have not yet been served.
The US is also a target market, mainly due to the success of the Netflix series “Drive to Survive.” A collaboration has already been announced for the Las Vegas Grand Prix, where a special version of the exhibition will be created in combination with additional content.
“We want to appeal to both long-time fans and newcomers,” emphasizes Linden. ‘The exhibition aims to make the history and technology of Formula 1 understandable and spark enthusiasm for the sport – whether you’ve been watching for decades or only recently discovered Formula 1 through Netflix.’
