Tuesday, July 16, 2024 This summer, ExCeL London, part of the ADNEC Group, will launch the initial phases of Immerse LDN, set to become the UK’s largest immersive entertainment district. This new venture will provide after-hours and hospitality opportunities for the events industry. Once fully completed, Immerse LDN will span over 160,000 square feet, dedicated to showcasing world-class immersive experiences and original productions.
The venue, located in London’s Royal Docks, will feature brand-new, purpose-built spaces set against the backdrop of ExCeL London’s newly developed waterfront. Immerse LDN will bring together some of the biggest names in TV, film, music, art, and gaming, alongside various original productions. It aims to celebrate the very best of immersive entertainment, building on the success of past events like Jurassic World: The Exhibition and Disney100: The Exhibition, which have collectively sold more than 600,000 tickets.
Opening in August 2024, Immerse LDN will debut with exciting experiences like The FRIENDS Experience: The One In London, featuring nostalgia-packed recreated sets, iconic backdrops, costumes, and props from the beloved TV show. Another highlight will be The Formula Exhibition, an interactive journey through the world of motorsport’s greatest spectacle. Additional attractions will be announced soon.
Immerse LDN will also offer a variety of food and drink options, starting with the street food collective KERB, known for some of London’s most exciting street food. Later in the year, a new waterside food hall, bar, and café will open. Outlets will include popular KERB eateries such as Duck Shed (wraps, salads, and burgers), Masa Taqueria (tacos), Nazari (Middle Eastern cuisine), and the specialty coffee house Hej.
Part of a wider £300-million investment into ExCeL’s venue campus, Immerse LDN will significantly impact London’s landscape. It will contribute to the Royal Docks regeneration plan, attracting an additional 2.5 million visitors annually and creating hundreds of new jobs.
Later in 2024 and into 2025, Immerse LDN will continue to expand, unveiling new experiences and enhancing the area’s hospitality and after-hours corporate offerings. This will include new post-event activities and food and beverage options, such as ‘takeovers’ for exhibitor parties and event organizers, along with networking and socializing opportunities on ExCeL’s revamped waterfront. Humaid Al Dhaheri, Chairman of ExCeL and Managing Director and Group CEO of ADNEC Group, reiterated the organisation’s unwavering commitment to strategic investments for the long-term growth and development of ExCeL.
He stated : “Our 25,000 sqm expansion, property acquisitions, venue infrastructure enhancements, and now our new waterfront event space, Immense LDN, underscore our dedication to innovation and diversification, positioning ExCeL London at the forefront of the global event industry.” ExCeL’s CEO Jeremy Rees added : “ExCeL London is already synonymous as the home of world-leading events. Now we want to build on that and create a space where guests, both local and international, can enjoy the very best of immersive and experiential entertainment in one place.
This project has been years in the making and a multi-million-pound investment which, once fully complete, will attract an additional 2.5 million visitors a year to the Royal Docks and will be one of the most connected entertainment districts in the world, benefitting from the high-speed Elizabeth line, two DLR stations and the IFS Cloud Cable Car.” He added : “Offering something for everyone, Immerse LDN aspires to become a destination in its own right, where visitors can explore experiences and enjoy great food and drink, all set against the striking waterfront of the Royal Docks.
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