Lifestyle Outlets partner with ITV on immersive retailtainment attraction

Lifestyle Outlets, part of Peel L&P, is partnering with ITV to open an immersive leisure attraction at a shopping centre in MediaCityUK, with ITV an anchor tenant.

ITV has signed a multi-year deal at the Lowry Outlet where it will open the first immersive leisure attraction of its kind in 2020.

Lifestyle Outlets and ITV are keeping details under wraps, but have confirmed that there will be another live event and experience.

ITV’s portfolio already includes Coronation Street The Tour, Emmerdale Village Tour, Emmerdale Studio Experience, This Morning Live, and ITV Daytime Studios Tour at Television Centre in London.

ITV live event and experience at Lowry Outlet

continuum emmerdale studio experience

Rufus Radcliffe, Chief Marketing Officer at ITV, said: “We are delighted to confirm the Lowry’s new Watergardens development in Manchester will become home to an exciting new leisure attraction, which is set to open next summer, with an ITV big brand experience at its heart.”

The project is part of a larger masterplan and £26 million regeneration of the Lowry Outlet, which will become a leading leisure and retail destination, with a waterslide dining concept also opening in 2020.

Planning was granted earlier this year, and work has already started on ‘The Watergardens’, which will turn the southern waterfront into a leisure destination with a restaurant terrace.

Jason Pullen, Managing Director of Lifestyle Outlets said: “Lifestyle Outlets are at the forefront of creating the next generation of outlets and this exciting partnership with ITV will reinforce our position of delivering leading retail and leisure destinations with immersive leisure attractions.”

Creating a leisure and retailtainment destination

coronation street tours from continuum attractions

Lifestyle Outlets offer experience-led retail, also known as retailtainment, at Gloucester Quays and Lowry Outlet. In 2018/19, the company reported more than 12 million visitors and a 10% growth in sales.

Earlier this year, ITV Studios signed a landmark deal with the London Resort – a multi-billion-pound theme park scheduled to open in 2024.

Images: Lifestyle Outlets/ITV