The concept of immersive experiences has taken the global entertainment industry by storm in recent years, transforming how audiences engage with content and blurring the lines between reality and imagination. Immerse LDN, a new entertainment district at ExCeL London, is set to be at the forefront of this movement in the UK.
This new venture aims to redefine the city’s leisure landscape, offering visitors a variety of interactive and immersive attractions.
Damian Norman, director of immersive entertainment and events at ExCeL London, spoke to blooloop about the inspiration and vision behind Immerse LDN and explained how the concept evolved from an idea into what will soon become the UK’s largest immersive entertainment district.
Immerse LDN: ExCeL’s new entertainment powerhouse
ExCeL London is one of the world’s leading exhibition centres, hosting renowned events such as ComicCon, World Travel Market, and significant consumer exhibitions. However, Norman says, “It was never recognised as an entertainment or leisure destination. The challenge was evolving the venue and surrounding area into something more.”
The completion of the Elizabeth Line, a transformative transport link connecting ExCeL directly to key areas of London, including Paddington and Liverpool Street, was an important catalyst for this evolution. This new accessibility provided the perfect opportunity to rethink ExCeL’s role in the city’s cultural and entertainment landscape.
“With the Elizabeth Line and all these great rail connections, we had a chance to reimagine what ExCeL could be,” Norman says. “It was part of my remit to look at the strategic evolution of the campus and how we would evolve with this new world-class piece of transport.
“We already had 4 million visitors a year. We already had 1400 parking spaces and 3000 hotel rooms. So, from an infrastructure point of view, we were in an advantageous position. We are in a prime location on the waterfront with incredible city skyline views. The question was, how do we enter the entertainment market in a way that sets us apart?”
Drawing inspiration from iconic venues
Norman says he drew inspiration for Immerse LDN from successful transformations of other venues, notably the reinvention of the Millennium Dome into The O2, now one of the world’s busiest live music venues.
“What AEG achieved with The O2 always impressed me,” he says. “They turned a piece of underused infrastructure into a thriving entertainment hub by putting in world-class programming. I thought, what can we learn from that? How can we leverage ExCeL’s strengths as a world-class venue and apply them to entertainment?”
This line of thinking led Norman and his team to explore the emerging trend of immersive experiences. An early visit to an immersive Van Gogh exhibition in Hyde Park left a lasting impression.
“I remember being captivated by how the exhibition brought art to life in a way that resonated with people of all ages,” Norman says. “Watching a 70-year-old woman and a group of young children, all equally mesmerised by the experience, was eye-opening. It showed me the power of immersive entertainment to engage diverse audiences.”
“It inspired me, and I started seeing things like immersive theatre productions and investigating this trend further. I noticed the evolution of ‘things in glass boxes’ to a more immersive type of entertainment. Then I discovered this industry of brilliantly creative people excited about what might be achieved in this space.”
Norman also wanted to take advantage of the unique setting in creating Immerse LDN:
“We have this beautiful expanse of water and an incredible view of the city, and we’d never done anything with it. When I was tasked with looking at strategic development, I knew this was an unpolished gem; the business has always been focused on the box, where all the exhibitions and conferences are, but has never looked beyond the box.”
Defining immersive entertainment
As the team at ExCeL delved deeper into immersive entertainment, they encountered a significant challenge: the term “immersive” has become a buzzword, often used to describe experiences of varying quality.
“The word ‘immersive’ is one of the most overused terms in hospitality right now,” Norman says. “Not everything that claims to be immersive truly is. There’s a low barrier to entry in this sector, which means that some experiences don’t meet the high standards that audiences expect.”
That can be damaging because if someone has a disappointing experience, they might write off immersive entertainment altogether:
“You have to remember that people have got together for these things; they’ve travelled, so they’ve spent money on the train or parking, they might have spent money on a hotel. They’re looking forward to it and might have had the tickets on the fridge for weeks.
“There are standard expectations if you think of an equivalent, for example, tickets to a West End theatre show. There’s a benchmark that you would expect. The challenge with immersive entertainment is that that benchmark is embryonic. And when people go to something that disappoints – it has poor production values, or the venue is boiling, or the toilets are horrible – they come away saying, ‘I’m never going to another immersive experience.’”
A “gold standard”
To address this, Norman and his team set out to establish a “gold standard” for immersive experiences at Immerse LDN. This involved rigorous research, careful selection of partners, and a commitment to delivering high-quality productions that would exceed visitor expectations.
“We wanted to create a benchmark for immersive entertainment,” Norman says. “That meant doing our due diligence, visiting existing experiences, and partnering with creators who share our values and commitment to quality. One of the things I’m proud of is that we went to see a lot of stuff. We have met many people and are finding those who strive to have the same values in this space as we do.
“If we don’t hold ourselves and our partners to the highest standards, we’ll fail to deliver the exceptional experiences that audiences deserve.”
Building on success: Jurassic World and Disney100
ExCeL’s previous successes with large-scale immersive exhibitions, such as Jurassic World: The Exhibition and Disney100: The Exhibition, have helped to shape the journey to creating Immerse LDN. These projects provided valuable insights into what it takes to create compelling and successful immersive experiences.
“Jurassic World was a pivotal moment for us,” Norman says. “It was the first time we brought theme park-standard production values into ExCeL, and it was a huge success. It was the longest-running event that we’d ever hosted. We sold over 314,000 tickets in four and a half months, and it made people realise that ExCeL could be a venue for more than just exhibitions.”
This experience helped lay the groundwork for Immerse LDN, particularly in understanding the importance of production quality, customer experience, and the role of storytelling in creating immersive environments.
“Working on Jurassic World, with partners FKP Scorpio Entertainment and The Luna Cinema, taught us a lot about the ingredients for success,” Norman says. “From the importance of animatronics and set design to the role of actors in bringing the experience to life, we learned that every detail matters. It’s about more than just putting on a show – it’s about creating an environment where visitors feel completely immersed in the story.”
The guest experience is paramount at Immerse LDN
It also taught the team about the value of the guest experience:
“We saw the absolute importance of those customer reviews. You might spend a million pounds on a marketing campaign, but if you’ve got a three-star event, that marketing won’t make those stars get any higher. People trust what other people say. That is why peer review is important, and you must get the offering right. You could be the best marketer in the world, but it’ll keep coming back down to what the visitors are saying.”
The success of Disney100: The Exhibition further reinforced these lessons. As Norman explains, the exhibition’s illustrious nature and the involvement of world-renowned brands like Disney provided an opportunity to refine ExCeL’s approach to immersive entertainment.
“Disney100 was a prestigious exhibition to win, and it allowed us to build on what we learned from Jurassic World,” Norman says. “We realised we had a right to play in the immersive space and could offer something unique to audiences.”
Friends and F1
Now, visitors to Immerse LDN can enjoy The Formula 1 Exhibition, another partnership with FKP Scorpio Entertainment and The Luna Cinema.
Across six purpose-built rooms designed in collaboration with award-winning curators and filmmakers, this takes guests on an immersive adventure through the past, present and future of Formula 1. Highlights include a homage to the British Grand Prix, in collaboration with the Silverstone Museum, as well as unseen photographs, films, artefacts and interviews, and a design lab dedicated to technical advances in F1.
The charred remains of Romain Grosjean’s Haas VF-20 from his 2020 crash in Bahrain will also be on show, while the immersive cinematic experience ‘The Pit Wall’ offers new views of some of F1’s greatest moments.
“The experience has a rating of 4.7 stars, and it’s great. It lasts about an hour and 20 minutes, although I think you’ll be there longer if you’re a huge fan because there is so much to explore. We have simulators, we have seven original cars, and we have great storytelling. It has point-and-shoot headphone audio.
“We were pleased to win that with FKP and Luna; we worked together to talk to the IP owners and say, ‘Look, we really want your exhibition here’. It’s a genuine partnership. Then George Wood, MD of Luna, wanted to have a long-term space, so he took Chapter Two, [each of the venues within Immerse LDN is referred to as a chapter, reflecting their function as a blank space for storytellers], which is where we are hosting Friends, which is currently sitting at about 4.5 to 4.6 stars.”
New experiences to come at Immerse LDN
The FRIENDS Experience: The One in London includes recreated sets such as the fountain, the iconic purple door at Rachel and Monica’s apartment, the foosball table at Joey and Chandler’s, the orange couch in Central Perk, Phoebe’s New York cab, and more.
“It was the 30th anniversary of Friends recently, and it is still one of the most streamed shows on Netflix. It’s nostalgic, but we also see new generations of Friends fans. It’s really stood the test of time. People are real fans and want to be immersed in the different sets, which are so well-produced.”
Norman also teases that massive announcements are coming up for the other Chapter spaces at Immerse LDN.
“We’re in conversations on Chapter Four, which are now in an advanced stage, and we should be able to announce that in November. One of the things they are looking to do is to incorporate RFID tech to capture in real-time, to personalise and to edit an experience so that it’s just for you or your friends when you go through. Being able to capture content and edit content in real-time adds surprise and delight.
“Ultimately, we are the landlord, so we aren’t involved in the deep production side of things. But we’ve got these close relationships with brands to help them push the envelope on what is possible from the infrastructure point of view, what’s possible in how they can bring in new tech and how they use the campus for different things.
“We should be able to announce Chapter Five in December. And they’ve got very different IP, very well-known, but the stuff they’re going to do is more driven around a real-time leaderboard and being able to go from room to room with a story that unfolds as you progress through the space.”
Immerse LDN as a hub for immersive creativity
With Immerse LDN, Norman and his team aim to create a destination that not only hosts world-class immersive experiences but also fosters creativity and innovation in the sector. The district will feature a diverse range of attractions, from large-scale productions to smaller, more intimate experiences, all designed to engage and inspire visitors.
“One of the things we’re most excited about is the potential for Immerse LDN to become a hub for immersive creativity,” Norman says. “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.”
The venue will also play a key role in the regeneration of the Royal Docks area:
“We are an essential part of the Royal Docks; we are part of its story. By the time all five chapters and our restaurants are live, we will bring an additional 2.5 million people to the area. As a business, we already contribute £4.6 billion annually to London’s economy and indirectly support 37,500 jobs. We support several local charities, from local children’s hospices to local food banks to initiatives to help combat knife crime.
“One of the things that I feel very passionate about is we’re working with the different Chapters to create a Social Charter. So, we want to set positive targets for recruiting for the local area. One of the things that we also have to do is to continue reaching out to local community groups and local schools, bringing them into different experiences, and start showing a pathway into those industries.”
Elvis in the building
In 2025, Immerse LDN will host the ultimate Elvis Presley experience with the launch of Elvis Evolution. The high-energy, high-tech homage is coming to London in partnership with Layered Reality. Technicolor Group and its studio, The Mill, have agreed on a strategic partnership with Layered Reality to bring Elvis back into the building.
Fans will get to walk in Elvis’ blue suede shoes, experiencing the sights, sounds, and even smells of his life and career using state-of-the-art multi-sensory technology, including generative AI and digital projection.
“At Immerse LDN, we are proud to be developing the UK’s first dedicated immersive entertainment district,” says Norman. “A cornerstone of our vision is to collaborate with world-leading content creators, which is why we are thrilled to partner with Layered Reality to bring Elvis Evolution to life.
“The music of Elvis continues to inspire and captivate audiences worldwide, and we couldn’t be more excited to welcome him to Immerse LDN.”
Looking ahead, Norman sees Immerse LDN as a key player in the global immersive entertainment landscape, attracting visitors worldwide and setting new standards for the industry.
“We believe that Immerse LDN has the potential to be a world-leading destination for immersive entertainment. By combining the strengths of ExCeL with the creativity and innovation of our partners, we’re confident that we can create something truly special.”
