Driving Global Design: Inside Out Contracts & the F1 Arcade Story

When Inside Out Contracts received the King’s Award for International Growth, it wasn’t just recognition of its overseas success, but also highlighted the market gap and global demand for British design excellence; a demand that Inside Out Contracts was ready to fulfil.

Inside Out Contracts has been behind some of the UK’s and Europe’s most dynamic hospitality projects. From boutique hotels to restaurants, cafes and entertainment venues, their work always combines creativity, design and high quality craftsmanship. 

Their story, over the past few years, has turned global and nowhere is it more evident than in their ongoing partnership with F1 Arcade.

F1 Arcade in Philadelphia, showing a range of design-led furniture by Inside Out Contracts

Designing the Space and Crafting Experiences

F1 Arcade combines the energy of Formula 1 racing, with the atmosphere of a high-end bar and restaurant. Inside Out Contract’s are well-known for always going above and beyond the brief, by shaping the space in a way that forges the experience and leaves long-lasting memories. In this example, beyond the simulators and spectacle, it’s the furniture design that transforms excitement into experience. 

From the moment a guest walks through the door, the furniture helps establish the tone and atmosphere of the space. It defines how people gather, connect, and unwind. Each piece contributes to the overall energy and comfort of the venue, ensuring that performance and atmosphere work hand in hand.

“Furniture plays a critical role in shaping the guest experience at venues like F1 Arcade,” explains one of the Senior Account Managers. “What’s most memorable to guests, long after lap times are forgotten, is the overall feel of the space and that’s where great furniture design can really make the difference.”

Each piece of furniture is designed with extraordinary attention to detail: from the upholstery choice on a chair to the profile of a table edge; nothing is left to chance. “I personally admire bold and brave finishes,” one of the team’s designers remarked. “I love that these projects combine materials such as brass alongside stone. We even had a bespoke fabric produced also, designed to mimic a chequered flag.”

That distinctive fabric was first introduced for the Birmingham site and adds a subtle nod to racing heritage without overpowering the interiors. It also captures the essence of Inside Out’s approach to furniture design for this project, as every element has been built for lasting comfort, durability and striking design. 

The Honey Bar Stool providing the ultimate in style and comfort at F1 Philadelphia 

The result is furniture that doesn’t just fill a space, it defines it, transforming the guest experience and leaving a lasting impression.

From Birmingham to Philadelphia

The F1 Arcade story began in Birmingham and required creative thinking around layout and multifunctional furniture. Then came London, the flagship venue beside St Paul’s Cathedral: elegant, sculptural, and designed to impress.

Those successes paved the way for the brand’s international expansion to Washington D.C., Boston, and now Philadelphia. All projects that Inside Out helped bring to life.  

Designing furniture for a US audience meant re-evaluating comfort, scale, and behaviour as “US guests tend to spend more time at the venue, treating it as a full evening’s entertainment. As such, comfort was prioritised even more heavily,” the Creative Team explains. “We refined the upholstery, increased depth, and softened finishes to enhance comfort without losing the energy of the brand.”

Creating furniture for high-footfall environments is finding the balance between durability and aesthetics. 

“It’s all about anticipating how people actually use furniture,” says the team. “Design isn’t just what something looks like, it’s how it performs.”

Rosso Levanto marble table tops paired with the Miriam Armchair, showing a perfect combination

Collaboration and Creativity

Every F1 Arcade site has been a genuine collaboration between Inside Out Contracts and the designers behind the overall interior concept. The process is both hands-on and creative; a dialogue between design intent and practical delivery.

“It’s very collaborative.  We will bounce ideas off each other and meet regularly to run through every detail,” explains one of Inside Out’s Senior Account managers. “Our role is to bridge creativity with functionality. That means putting ourselves in the designer’s shoes and anticipating what they might need, whether that’s material samples, CAD drawings, AR Models or value engineering options to meet budget requirements.”

There is always a balance to strike: a designer might favour a sleek, minimal frame, and Inside Out Contracts might suggest adjusting the profile slightly to accommodate structural reinforcement without compromising the look. It is that constant dialogue that makes the partnership work.

The result is furniture that not only looks beautiful, but performs well under pressure, supporting both the creative vision and the operational realities of a busy hospitality venue.

Clarendon Bar Stool and the Philly Bespoke Table are both design-led pieces created to combine performance, comfort, and visual impact 

Looking Ahead

Inside Out’s King’s Award for International Growth is both recognition and motivation.

“It proves that great British design is needed internationally,” says Managing Director & Founder Lisa Cluer. “We are delighted to see brands like F1 Arcade continuing to grow internationally and to be part of that journey as trusted partners in furniture design..” 

From Birmingham to Philadelphia, Inside Out Contracts continues to show how British creativity, built on craftsmanship and collaboration, can thrive on a global stage when in capable hands.

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