Damian Norman

Damian Norman is the founder of Immerse LDN, the UK’s largest immersive entertainment district, and director of immersive entertainment and events at Excel London.

Immerse LDN is dedicated to showcasing world-class immersive experiences and original productions across new, purpose-built venue spaces on the Excel London Waterfront.

Building on the success of Excel’s previous large-scale immersive exhibitions, such as Jurassic World: The Exhibition and Disney100: The Exhibition, Immerse LDN showcases entertainment brands and immersive experiences across TV, film, music, art, and gaming.

"One of the things we’re most excited about is the potential for Immerse LDN to become a hub for immersive creativity," Norman told blooloop in 2024.

"We want to work with the best in the industry to create experiences that push the boundaries of what’s possible. Whether through cutting-edge technology, innovative storytelling, or simply by offering a space where creators can experiment and collaborate, we want Immerse LDN to be at the forefront of the immersive entertainment movement."

“In the past 12 months alone, Immerse LDN has sold over 1.5 million tickets — a phenomenal achievement that not only underscores Damian’s vision but also represents a huge boost to the immersive entertainment sector in the UK,” says one person who nominated Norman.

“His venue has played host to some of the world’s most talked-about immersive shows, including Squid Game: The Experience, The Formula 1 Exhibition, The FRIENDS Experience: The One in London, Tutankhamun: The Immersive Experience, Disney100: The Exhibition, and Elvis Evolution.

“Damian’s influence goes far beyond programming. Where others saw a trend, he saw a future — and set out to build the infrastructure that immersive entertainment truly needs. From concept to execution, he led the development of a venue designed specifically for large-scale, technologically complex storytelling — enabling producers to push boundaries and audiences to step fully into the narrative.

“Damian has helped reposition immersive as a serious cultural and economic force. He’s become a key figure in uniting creative talent, technical partners, investors, and city stakeholders — showing that immersive deserves to be treated not as a novelty, but as a legitimate and vital part of the global visitor economy.”

Before joining Excel, Norman served as CEO of Live Mind Consultancy and managing director of Telegraph Events, where he ran a portfolio of over 60 events per year. He founded VOS Media, later part of the Telegraph Media Group, and served as Group Show Director & Publisher, among other positions, at DMG World Media.

Norman sits on the board of Snow-Camp, a charity that supports young people across the UK to access opportunities in the creative industries. He holds a degree in business management from Brunel University.