Lion Farm Oldbury retailtainment destination is planned for West Midlands

A new £200 million retailtainment destination is proposed for the West Midlands at Lion Farm, Oldbury. It will include shopping, F&B, and an interactive entertainment complex with gaming, an escape room and VR paragliding.

Lion Farm Oldbury is located off the M5 motorway. It will be a 200,000-square-foot outlet shopping and leisure destination.

According to the website, the attraction will feature approximately 90 outlet shops, various F&B outlets, and a 100,000-square-foot interactive entertainment complex.

It will also include a multi-use community hub, with space for a crèche and training facilities, and a Black Country tourist information centre and exhibition space.

Lion Farm will have multiplex cinema, exhibition space

lion farm oldbury

Other features include two all-weather 3G multi-sport pitches, a multiplex cinema, gym, children’s play area, and a new hotel.

The interactive entertainment complex will boast indoor climbing, virtual reality (VR) paragliding, a high rugged rope course, and soft play.

It will also have a state-of-the-art laser quest, an escape room with Crystal Maze-style challenges, adventure golf, and an interactive zone of Sega active leisure games.

It’s thought Lion Farm Oldbury will create around 2,000 new jobs. Developers of the destination are working with Everyone Entertained Ltd on the entertainment complex.

Laser quest, Crystal Maze-style challenges at Lion Farm

lion farm oldbury

“The proposed new multi-leisure facilities will be fully interactive and immersive, encouraging an active lifestyle at an affordable price for all the family and all age groups,” the website reads.

“The facilities will offer an amazing range of fun and exciting activities all under one roof,” it adds.

Last month, Schleich announced new retailtainment experiences and unveiled more about the experiential Schleich installation coming to Toys ‘R’ Us Adventure, an immersive play experience.

Mattel’s American Girl has also launched new in-store retailtainment experiences at its NYC and Chicago flagship shops.

Images: Lion Farm Oldbury