IAAPA Expo Europe 2026 took place at London's ExCeL, welcoming 16,530 verified attendees, including 11,710 qualified buyers representing 8,956 buying companies across 118 countries.
The trade show floor covered more than 22,800 square meters—the largest in IAAPA Expo Europe history—and featured over 870 exhibitors showcasing new products, technologies, services, and experiences.
The show floor was 50% larger than when the event was last held in London in 2022.
The busy trade show floor at IAAPA Expo Europe 2026
Attendees represented the breadth of the global attractions industry, including amusement and theme parks, water parks, family entertainment centres, zoos, aquariums, museums, resorts, cultural attractions and more.
We're sharing some highlights from this year's event.
Tuesday 22 September
After the opening ceremony at 10 am, including the popular regional highlights video, the show floor officially opened, and attendees could also choose from a wide range of educational sessions.
This included a roundup of the trends currently shaping the industry, moderated by TDAC's Bart Dohmen with Håkon Lund of Lund Gruppen, Chris Lange from Creative Studio Berlin, Yael Coifman of Leisure Development Partners, and IAAPA's Jakob Wahl.
The panel identified a demand for unique concepts and stories. They also spoke about the range of new UK projects, from Universal UK to Puy du Fou.
Bart Dohmen with Jakob Wahl, Hakon Lund, Yael Coifman and Chris Lange discuss trends at IAAPA Expo Europe 2026
One key trend discussed was the big growth in smaller attractions adding IP. While IP remains big, some attractions are looking back to original IP, tapping into a sense of nostalgia; for instance, Disneyland Paris's recent decision to return Space Mountain to its original story.
Meanwhile, food remains a growing trend; however, the panel said the move is for better F&B, not bigger
We also heard from Alex Tavernini of Norwegian Cruise Line, Amy Morris of Pop Up Global, Jacob Thompson from Attractions.io and Polly Freestone from ABBA Voyage, moderated by Marie Weissbach of WhiteWater, sharing how their careers developed.
They all spoke about the importance of making yourself visible, with Thompson saying: "Build those relationships, take those risks, and put yourself out there." Tavernini advised working on building your network from day one, while Morris added that you need to be visible:
"Be a voice, have a personal brand that people associate with you." They all agreed that this needs to be authentic - no LinkedIn AI posts!
Later in the morning, Physical vs Digital: Choosing Between Animatronics, Media, and Emerging Technologies featured insights from Chuck Fawcett of FGR8, Jim Schelter of CreativeForward, Eugénie von Tunzelmann, and Marc Theermann of Dynamic Creatures.
They discussed the evolution of tech within storytelling, from automata to today’s holograms and robotics.
The development of automata spans 2,000 years. It then evolved into animatronics, where the object itself becomes the performed character.
Marc Theerman, Eugénie von Tunzelmann, Jim Schelter and Chuck Fawcett talking aout the evolution of animatronics at IAAPA Expo Europe 2026
Fawcett said that we should always start with the story or experience first, then choose the right tech to deliver it. "The goal is to make all of that engineering disappear."
There’s nothing like having the physical presence. Digital characters no longer require a physical body/puppeteer. So how do you avoid entering the 'uncanny valley'?
Theermann added that, about 3 years ago, a great shift happened in robotics: reinforcement learning began to emerge. Robots can now teach themselves new behaviours. We’re seeing projects like Olaf, robots with a human in the loop: 'assisted autonomy'.
The new uncanny valley is emotional: "We’ve gotten very good at convincing the eye, but what about the heart?: said Fawcett.
Future character systems could include persistent memory, so characters could grow up with children and maintain connected relationships that track over time and locations.
New tech and visions for the future
In the afternoon, a panel presented insights from IAAPA’s Vision 2035 task force, including Kelly Repass from IAAPA, Anne-Mart Agerbeek of Vekoma Rides, Phil Higgins from Katapult, Dan Dipiazzo from Georgia Aquarium, IAAPA's Christopher Perry, and Jane Ostler of Kantar.
AI is the industry's future nervous system, the panel said. Other trends and priorities identified included wellness and the need for a more resilient regenerative system due to climate change. They also explored the changing economics of fun, affordability and value.
Future experiences will be more hyper-connected and frictionless, and while tech continues to evolve, they also pointed to the importance of human touch: human operations might be a luxury in the future.
In a Solutions Spotlight session, TAIT's William Robert and Arielle Lindsey looked at the trends redefining life at sea.
They explained that future-proofing is essential when designing for sea. Cruise has a 30-year life, and you need to guess 15-year tastes. Infrastructure and flexibility are key.
Personalisation of guest experience and immersion are also key.
The meaning of ‘dinner and a show’ is expanding. "We’re looking at something more elegant, more refined, and something that pushes boundaries." For example, Royal Caribbean's The Pearl, a TAIT project.
Lindsey commented that the ship is now the destination. So how do expected spaces become more exciting? Deeper engagement that suits the passenger personally, e.g, through staff with specialist knowledge.
This was followed by another Solution Spotlight, with ROE Visual's Marc Tögel and Christian Czimny presenting the European launch of Vanish Acoustics, an acoustically transparent LED panel.
The panel has speakers behind the screen, so sound comes from exactly the direction of the image; you don't need to think about speaker placement. This can also be used with scent, smoke, etc., for example, fireplace effects.
The screen has a very high-quality image and up to 99% transparency. They also shared ROE’s wider product range.
For attraction designers, Vanish Acoustics removes the need to choose between high visual clarity and precise sound localisation Image courtesy of ROE Display Solutions
Product range includes optical transparency, visual transparency, interactivity, and smooth curving. For example, a theme park deployment across the range could include tunnels, mazes, playgrounds, museum exhibits, theatres, immersive cinema, XR.
There was also an interesting discussion on how IP is evolving across categories and generations, with Mirna Keshishian of CAA Brand Management, Annabel Rochfort from Rochforts LBE Consultancy, Danny Smith of Rainbow Productions, Paul Brunton of The Wyld Bunch, Ashley Edelbrock of PGAV Destinations and Maxine Lister from the Natural History Museum.
In this, the panel explored how IP is no longer limited to brands, with moderator Rochfort kicking things off by asking, "How do a ketchup bottle and a tin of baked beans make an immersive experience?"
Panellists agreed that brands are evolving and becoming more dynamic. One case study shared was The Traitors Live Experience, showing how to turn an immersive attraction into a social event.
Sustainability and the Goldilocks principle
Adrià Benito from Intamin and Dr Jonathan Demierre of Helbling discussed how a holistic engineering approach can reduce environmental impact.
They explained that the design phase is especially important for mitigating hotspots in manufacture and use in terms of carbon emissions.
Dr Jonathan Demierre and Adrià Benito discussing engineering and sustainability at IAAPA Expo Europe 2026
For example, comparing lift hill vs magnetic launch, including differences in carbon emissions when using renewables or green steel. Then considering the difference between more concrete or more steel, and the factors that might impact this decision.
Steel sits at around 3.5 tC02/t, while concrete is at around 0.3 tCO2/t.
They also looked at the impact of energy recovery, and the importance of reusing rides rather than manufacturing new ones, which can nearly halve emissions.
Amusement rides can contribute to operators' sustainability strategies - they need to share these expectations with their manufacturers. The main lever for optimising impact is design; discuss this early and holistically
Accessibility is also important and comes with challenges. The industry must join forces, they said.
James Kennard from Leisure Development Partners, FORREC's Eric J. O’Rourke, and consultant Greg Pearn spoke about the Goldilocks principle in an afternoon session, or how to make leisure attractions 'just right', bringing their three individual perspectives as economist, operator, and designer to the table.
James Kennard, Greg Pearn and Eric O'Rourke discussing how to make an attraction jsut right at IAAPA Expo Europe 2026
They agreed that marrying scale and demand is the sweet spot, and that all three perspectives must work together - creating a theme park that works is an integrated process.
The operator's reality is important to bear in mind, and the practicalities of running a park day-to-day.
They also spoke about designing for flexibility, with O'Rourke saying that the first step of every project needs to be a strategic direction for growth and stability. Examples included Legoland Deutschland and Legoland Shanghai. While these parks differ greatly in size, each one was just right for the market.
Legends take to the stage
Bart Dohmen moderated the first European edition of the IAAPA Legends session, which featured Bob Rogers, Keith James, and Chip Cleary.
They discussed their career paths and key EU projects, and compared working in Europe with working in the US.
Cleary said that the experience of a family going to a well-designed and operated theme park is universal, with James adding: "We’re all trying to do the same thing - give the guests a smile, a memory, and something they will desperately want to come back to."
Yet there is regional nuance / "wonderful difference".
On their key bits of advice, Cleary said: "When you’re involved in a big project, don't ever go into a meeting without a plan B. Something that ends it for the day and lets you wiggle back to plan A."
James said: "Remember the fundamentals. It's the business of fun. If you’re having a bad day, it's your check. Is what we’re doing still fun?"
Finally, Rogers gave a call to arms: "We’re in difficult times; it's hard to get entry-level jobs. This is creating a big bubble where we won't have any middle leaders."
His advice to newcomers was, "These times will pass. Stay at it. Try to be in the right place at the right time. Be in a lot of places all the time."
Bart Dohmen moderates the Legends panel, Bob Rogers, Keith James, and Chip Cleary
In Chester Zoo vs the Weather - Taking on Misleading Forecasts, Chester Zoo's Rob Comley explored how misleading forecasts affect guest behaviour and revenue, posing the question: "Can a single rain cloud really change public behaviour?"
According to Harris polling, over 70% of people check the forecast before deciding whether to visit an attraction, often basing their decision on a quick glance at a weather app. When they see a rain symbol, families often assume the weather will be poor and change their plans, even if it turns out to be a brief shower followed by a mostly dry day.
Chester Zoo led a national call for weather app changes, and the news went viral, leading to a summit hosted at the zoo, and the Met Office coming to the table.
Annabel Rochfort moderated a panel with Lennard Otto from Global Leisure and Entertainment, Cale Heit of FORREC and Peter Cliff from CONDUCTR for a 360-degree perspective on the competitive socialising boom.
Cliff said it's no longer a trend; it's a generational shift. Otto added that regular bar operators are trying to mirror its success, creating a fun environment that caters to a wider demographic. However, he cautioned that it needs to be fully integrated, and the games need to make sense for the setting.
Heit offered insights on how to make a successful competitive socialising destination, sharing five key principles: social first, activity-specific, integrated hospitality, flexibility, and repeat visitation.
Wednesday 23 September
On Wednesday morning, Storyland Studios' Mel McGowan and Marie Rayner were joined by David Nouaille of Puy du Fou for a session that challenged participants to rethink success through impact rather than activity.
Looking at the case study of Porto Boega, still in blue sky, the client priorities were resource efficiency, engaging guests (visible sustainability), conservation and climate mitigation, local culture and heritage.
They made the point that it is important to embed sustainability at the earliest stages and to plan ahead
Rayner added: "We don't want to create development that takes things away from the community," for instance, excessive water use, and demands on amenities such as recycling.
Storyland's early designs for Porto Boega in Portugal
The idea is that guests become active participants in the sustainability journey. Visible sustainability includes water conservation projects, an energy-generation scoreboard, behind-the-scenes looks, play activities, nature reserves and trails, and even using mint from the island in F&B.
For Puy du Fou, the five main sustainability priorities are protecting the environment and its biodiversity, raising awareness of nature conservation, managing energy consumption, conserving water, and managing waste.
It looks to develop local partnerships as much as possible - gives a soul to the project.
Also on Wednesday morning, Sana Ali Aamir from Fever presented Less Friction. More Visitors. Rethinking the End-to-End Journey for Museums and Attractions.
She said that visitors disengage if there is friction in purchasing a ticket; make it super easy to visit an attraction. Listen in real time and focus on the right data.
In the afternoon, accesso's Mike Evenson introduced The Four Time Taxes, a practical framework for identifying where momentum breaks and revenue leaks occur across the guest experience. The biggest growth constraint isn't attendance; it's time leakage, he explained.
Edutainment, innovations, and investment
In a DOF Robotics Solution Spotlight, Berk Baltaoglu discussed what edutainment is, why it works, where it thrives, and how technology powers it.
While edutainment is not new, he explained, it has now become more interactive, scalable, and commercially viable across theme parks, museums, FECs, science centres, and more. He also shared that 87% of guests prefer interactive experiences over static displays.
For operators, edutainment means return visits, longer dwell times, higher guest satisfaction, and more social sharing.
For DOF, he said, edutainment is not a buzzword; it's a bridge.
DOF Robotics launched a compact flying theatre, SphereFly, during IAAPA Expo Europe 2026
Another solution spotlight followed, where Brogent's Stefan Rothaug showed how the firm combines innovative attractions with content programming.
This included the product reveal for R-Ride - one big rotating turntable with 4 DOF movements: heave, pitch, roll and yaw. It also has a 360 screen, 360 rotation, and customisation.
He also highlighted the firm's wider portfolio, including its content library and Godzilla the Ride: Great Clash.
David Nouaille of Puy du Fou, John McReynolds from Universal Destinations & Experiences, Mike Vallis of Merlin Entertainments, BALPPA's Paul Kelly, and Charles Coyle from Emerald Park spoke in The State of the Union: The Future of the Attractions Industry in the UK and Ireland - Growth, Investment, and What's Next.
The panellists highlighted the huge potential for ongoing growth and transformation in the UK attractions industry, covering projects such as Emerald Park's new hotel and Universal's UK development.
Rethinking retail and revenue
In Rethinking Location Strategy: The Rise of Retail as Entertainment Destination, Bart Dohmen chatted with Massimiliano Freddi of Wonderwood, Jonathan Doughty of ECE Marketplaces and Space Association's Vincent Philippe about how retail venues are evolving into experience-driven destinations.
Dohmen said the shopping centre and amusement park worlds can contribute to each other's success, while Philippe spoke about the fundamental shift from shopping destinations to experience destinations.
He added that retail developers increasingly see leisure as a strategic asset, and operators that can deliver repeatable, scalable experiences have significant growth opportunities.
Jonathan Doughty, Massimilliano Freddi, Vincent Philippe and Bart Dohmen discussiong retailtainment at IAAPA Expo Europe 2026
Freddi's advice included doing your homework and knowing your true values when choosing who to do business with. From the operator perspective, he said: You are not a tenant. You and the mall are partners".
Doughty offered the landlord's perspective, and emphasised that leisure is now a 'placemaker' not a 'space taker'. However, it is not a one-size-fits-all solution, nor a quick fix. Landlords and operators need to work together.
The panellists then hosted a follow-up workshop session with interactive elements.
Kool Replay's Jacob Giacobbi presented Monetising Memories: Turning Guest Videos Into Social Media Revenue Engines, looking at how to turn everyday experiences into valuable social media assets.
He said that a unique advantage for attractions on social is that content is already happening. Automated video capture and publishing make films easy to produce and super scalable. They serve as both social content and a souvenir.
No ideas are required; there's no manual filming, it offers high performance and scalability, and potential for additional revenue streams (like YouTube revenue). This means operators can reach more people, spend less, get predictable results, and create a profit centre.
Thursday 24 September
On Thursday morning, Natalia Bakhlina from LDP moderated a panel with Patrick O’Mahony of NEWSUBSTANCE, Lightroom's Richard Slaney, and Jonny Moran from Netflix, discussing why some experiences are memorable, and others are easily forgotten.
They spoke about the importance of real, physical experiences, with Slaney saying that "it's about being present somewhere"; that's why people are seeking out location-based experiences. He added that story is everything.
On choosing the right story, Moran spoke about selecting the best IP for the experience, while O'Mahoney added that big isn't always better. He also talked about agency, the audience's ability to influence their own journey and make their own choices: "It opens a whole different section of your brain."
Riders on Alton Towers' Nemesis Reborn roller coaster, which opened in 2024 after an 18-month transformation
Other Thursday highlights included “Iconic Attraction Spotlight: Nemesis at Alton Towers,” exploring how Nemesis continues to set the standard for compelling storytelling, strong theming, and innovative ride design—creating an emotional bond with guests and inspiring new generations of devoted fans.
Edd Musgrove moderated, with retired theme park consultant John Wardley, Merlin's Larry Roles, and Jonathan Smith from Bolliger and Mabillard. The panel covered how the ride began, how the story developed, and its recent evolution.
Key announcements at IAAPA Expo Europe 2026
During a press conference Tuesday morning, teams from Vekoma and Efteling revealed a model of the new Ravenring attraction coming to the park's Raveleijn land.
The new ride is the debut installation of Vekoma's WaveCatcher attraction and will feature 18-winged gondolas mounted on a horizontally rotating wheel, with riders soaring through the air in the raven-inspired vehicles.
Vekoma's new interactive feature, Swingfluencer, allows riders to tilt themselves using an onboard control level. By combining timing and rhythm, riders can personalise their sensation of flight.
Also on Tuesday morning, Italy's MagicLand officially unveiled Durango, a €15 million wooden roller coaster scheduled to open in 2027. Developed with The Gravity Group and Martin & Vleminckx, it features a gold-mining theme complete with a steam-locomotive-themed zero car.
This will be the first of its kind in Europe, described as "bringing the next generation of roller coasters to Europe."
Brogent Technologies announced a new partnership with Jogne Production. Jogne is developing the new Cailler Chocolate Factory Park in Broc, Switzerland, transforming the home of the oldest active Swiss chocolate brand into a new destination and expanding the existing Maison Cailler museum into an immersive experience.
A new flying theatre will become a signature attraction, taking visitors on a flight across some of Switzerland's most beautiful landscapes. Brogent will lead the film’s international distribution outside Europe on behalf of Jogne Production.
ProSlide Technology unveiled ATRIUM, an innovation that lets indoor water parks extend the TornadoWAVE 60 outside the building while preserving the indoor, year-round ride experience.
The first ATRIUM will enhance Waikiki, Aqualibi's TornadoWAVE ride
ATRIUM was launched in partnership with Aqualibi, the indoor water park at Walibi Belgium. Purpose-built for the TornadoWAVE 60, ATRIUM features a large, dome-shaped design made with ProSlide SuperCLEAR fibreglass.
Its spacious overhead area and plentiful natural light foster an open, airy atmosphere that maintains the scale and visual impact of the TornadoWAVE experience.
DOF Robotics showcased SphereFly for the first time at IAAPA Expo Europe 2026. This redefines possibilities in small spaces traditionally unsuitable for large-scale immersive experiences.
Guests sit in a suspended arrangement facing a curved screen, where synchronised 6-DOF motion combined with multisensory effects like wind, water mist, and scent creates an immersive flight adventure.
The company also highlighted its growing portfolio of intellectual properties, including The Smurfs, hinted at a new collaboration with Transformers, and presented the official launch of NeoCappadocia, a flagship project of Neo Planet, its experience-economy brand.
New rides and more
Zamperla joined forces with the Vendée-based O’Parks group to unveil four new attractions at O’Fun Park in 2027.
The group plans to invest €6 million in 2027. After adopting a full Wild West theme in 2026, O’Fun Park will mark its 25th anniversary in spring 2027 with four new mechanical attractions, including a family rollercoaster.
For the first time in its history, O’Fun Park will welcome a family rollercoaster called Mine Discovery, scheduled to open to the public in May 2027.
Jora Vision and Vekoma Rides joined forces with Gröna Lund theme park to reveal a new dark ride. In 2027, Gröna Lund will open SCORE!, a unique interactive dark ride where visitors don't just experience a traditional ride but dive into an immersive gaming adventure and become the hero of the narrative.
The ride features trackless vehicles guided by advanced radar-based positioning technology developed by Vekoma Rides, marking a first in the amusement park industry.
Valo Motion showcased ValoBoard, a multiplayer mixed-reality board attraction that aims to make the excitement of board sports more accessible.
Guests step onto a tilt board, and ValoVision, Valo Motion’s exclusive full-body tracking system, immerses them in the game world displayed on the screens ahead. They shift their weight to steer, lean to aim, and jump to dodge obstacles, with their movements recorded instantly.
The team also presented Groundfall, launched earlier in 2026, and reflected on the company’s first decade during a press conference.
At the Leisure Expert Group booth, the team was joined by Momentum Leisure to present Episodia Theme Park Gliwice, set to open in 2027, with another park under the same newly rebranded umbrella following in 2028.
Finally, WhiteWater used its IAAPA Expo Europe 2026 press conference to showcase a year of innovations and major openings across all its brands.
At Aquarabia in Qiddiya City, Saudi Arabia, it supplied 15 attractions, including 28 slides, aquatic play structures, water rides and an Endless Surf lagoon, with four world-record attractions.
The Family Blaster at Aquarabia Qiddiya City in Riyadh, Saudi Arabia Image courtesy of WhiteWater
In Europe, the Land of Legends in Turkey opened the world’s first Helix Twist, while PortAventura’s Caribe Aquatic Park added harness-free Aquadrenaline challenges. Projects in Belgium, Ireland and France expanded existing parks with gamified slides, new rides and additional slides.
Surf is also expanding into resorts, with Endless Surf and FlowRider installations in Saudi Arabia, Belgium and the UK.
Looking ahead, Oceana Water World at Liseberg will open in 2027 with 14 attractions.
Highlights from the show floor
project: syntropy and VIOSO showcased a projection-mapped attraction concept demonstrating how digital environments can transform a physical ride experience. Rather than being a new ride product or permanent attraction, the project was presented as a demonstrator showing what the two companies can deliver together.
project: syntropy and VIOSO projection-mapped attraction concept
The concept combines a physical ride vehicle and environment with projected digital content, allowing visitors to move through changing worlds without rebuilding physical sets. Demonstrated environments included volcanic landscapes, jungles and space.
project: syntropy focuses on the attraction concept, experience design, projection design and interactive technology, while VIOSO provides the projection technology and automated calibration required to align and blend images across complex physical surfaces.
The collaboration highlights how projection can make attraction environments more flexible, allowing operators to potentially refresh or change experiences through new digital content rather than major physical redevelopment.
The team at Hololabs Studios brought a demo to illustrate the capabilities of its new concept, a ticketed, guided, multi-room experience that combines physical sets with mixed reality.
This flexible, walk-through attraction format uses a modular framework designed to accommodate different intellectual properties and thematic skins.
Hololabs Studio has developed a new format that brings together XR and VR for a multi-room experience Image courtesy of Hololabs Studio
The guided experience moves groups of guests through three distinct rooms, each representing a different phase of the narrative and physical journey.
In London, guests could don a PICO XR headset and explore a themed physical show set styled as the interior of a submarine, then take a trip to the bottom of the ocean, battling foes and water leaks along the way.
On the Robobike booth, attendees could climb onto a real Yamaha bike frame to experience the company's motorbike-themed simcade platform, designed to bring the thrill of physical racing into competitive socialising and commercial leisure venues.
Robobike aims to provide a fully immersive entertainment experience, not just mimic motorcycle riding.
Robobike's racing simluator is designed for competitive socialising and commercial leisure venues
Convious was demonstrating its Conversational AI tool, where artificial intelligence has moved from suggestions to actually actioning and connecting all parts of operations.
For instance, it can look at weather patterns, see what is coming, and order umbrellas when it hits a specific threshold, or see how busy an area is and automatically move staff around or adjust schedules.
SisyFox debuted FlipStix, a new product with three games. It is the first giant joystick that works with co-op games. Up to 5 people can play at once. Essentially, players use the large joystick like a controller, combining active movement with gameplay on screens.
With over 1.2 meters of foam, light and sensors, the joysticks are a massive controller you can't break, drop or lose. The solution is fully automatic, so it needs no attendant, supervision, or instructions.
The Kaiqi Group team at IAAPA Expo Europe 2026
Kaiqi Group was also exhibiting at IAAPA Expo Europe 2026, showing its non-powered play and family entertainment solutions.
Events at IAAPA Expo Europe 2026
In addition to EDUTours of Chessington World of Adventures and Legoland, attendees could also get tickets for the IAAPA Expo Europe evening reception at ABBA Voyage, the Leadership Breakfast and the Women in the Industry Networking Lunch, as well as receptions for various sectors and regions.
On Tuesday evening, Spawnpoint, vrCAVE, and PICO hosted the VR Showcase at Big Fridge. The event brought together operators, developers, and hardware companies from across the location-based VR industry.
Spawnpoint announced that eight new games are coming exclusively to Spawnpoint operators, including The Ghoulies, releasing in time for the Halloween season, and The Warp, a new cinematic VR shooter coming in Q4 2026.
vrCAVE also revealed its new game, The Spy Who Escaped Me, which is the company’s 11th VR escape room title.
The Young Professionals Forum happened on Wednesday. Laura Baxter, owner of Your CMO, moderated, and the panel featured Adam Hattan from Enterpex, Sebastian Dressel, and Emma Bashford from XOrdinary.
Together, they discussed how the relationships formed earlier in their careers have led them to where they are today. Following the forum, the Young Professionals reception took place at Electric Shuffle, where attendees enjoyed networking and a shuffleboard tournament.
blooloop's Ella Baskervill with Julian Randall, Andy Merkin, Bowie Faas and Eugénie von TunzelmannImage courtesy of Framestore
On Thursday, Framestore hosted a special event at its London HQ with a panel of IP owners, venues, experiential creators, and innovative enablers discussing the future of immersive entertainment.
Framestore's Theo Jones covered how the studio is leveraging AI across its business ahead of the panel with Andy Merkin of Cosm; Julian Randall from Epic Games; Eugénie von Tunzelmann; and Bowie Faas from Walt Disney Imagineering.
blooloop's Ella Baskerville moderated the panel.
On Friday, an EDUTour visited Merlin's Halloween offering at Thorpe Park.
Next year's IAAPA Expo Europe will take place in Vienna, Austria, from 20 - 24 September 2027.
Companies featured in this post
