Damian Norman
Director/Founder
ExCel London/Immerse LDN
Damian Norman is the founder of Immerse LDN and director of immersive entertainment and events at Excel London.
He has helped establish immersive entertainment as a long-term destination within the UK attractions sector. He leads the strategy and development of Immerse LDN, a 160,000-square-foot waterfront entertainment district created as part of Excel London’s £350 million investment programme.
Since opening, Immerse LDN has welcomed more than 1.7 million visitors and hosted major experiences including Jurassic World: The Exhibition, The FRIENDS Experience: The One in London, The Formula 1 Exhibition and Squid Game: The Experience.
In 2026, Norman expanded the programme with House of Dreamers, featuring AI-powered elements and wearable technology, and TIMEWALK, an audiovisual journey through ancient civilisations.
His work also includes major entertainment projects such as Formula E and Disney100: The Exhibition. He joined Excel London to lead the successful bid for the ABB Formula E World Championship, then became a permanent member of its leadership team in 2019.
Through Immerse LDN, Norman brings together global intellectual property, original experiences, hospitality and tourism, helping to broaden Excel London’s entertainment offering and contribute to the regeneration of the Royal Docks.
After being included in the blooloop 50 Immersive Influencer List in 2025, Norman continues to develop a varied programme of immersive experiences, combining established international brands with innovative, technology-led attractions.
"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."
