Immerse LDN, the UK’s largest immersive entertainment district, will open its first phase in August at ExCeL London in the Royal Docks.
Once complete, Immerse LDN will cover more than 160,000 square feet, offering world-class immersive experiences and original productions in multiple purpose-built venue spaces.
Set to the backdrop of ExCeL London’s waterfront, the new attraction will feature some of the biggest names in TV, film, music, art and gaming.
Damian Norman, director of immersive entertainment and events at ExCeL London, said: “ExCeL London is already synonymous as the home of world-leading events. Now we want to build on that and create a space where guests, both local and international, can enjoy the very best of immersive and experiential entertainment in one place.
“This project has been years in the making and a multimillion-pound investment which, once fully complete, will attract an additional 2.5 million visitors a year to the Royal Docks and will be one of the most connected entertainment districts in the world, benefitting from the high-speed Elizabeth line, two DLR stations and the IFS Cloud cable car.”
Immerse LDN will debut with an official Friends experience, and a Formula 1 exhibition. It will also house a range of F&B venues from street food collective Kerb.
World-class immersive experiences
These include Duck Shed for wraps, salads and burgers; Masa Taqueria for tacos; Nazari for Middle Eastern food; and Hej for London-roasted coffee.
Immerse LDN is part of ExCeL’s wider £300 million investment programme, and a major part of the Royal Docks regeneration plan.
“Offering something for everyone, Immerse LDN aspires to become a destination in its own right, where guests can explore experiences, enjoy food and drink with friends or embark on a family day out, all set against the striking waterfront of the Royal Docks,” Norman said.
Later this year and into 2025, Immerse LDN will continue to expand and open new phases.
Images courtesy of ExCeL London