ExCel London’s new immersive entertainment district to open in August

The first phase of Immerse LDN, the UK’s largest immersive entertainment district, is to open at ExCeL London later this summer.

Opening in August 2024, Immerse LDN will first welcome new immersive projects such as The Friends Experience: The One In London and Formula 1: The Exhibition.

Spanning more than 160,000 sq ft once fully complete, Immerse LDN will be dedicated to showcasing immersive experiences and original productions. They will be hosted at new purpose-built venue spaces in the heart of London’s Royal Docks by ExCeL London’s newly developed waterfront.

Immerse LDN comes as part of a wider £300m investment programme into ExCeL’s venue campus. It will bring an additional 2.5 million visitors to the area every year, creating hundreds of new jobs.

ExCeL chief executive Jeremy Rees said: “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… 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.”

New hospitality experiences

The Friends Experience includes nostalgia-packed recreated sets, iconic backdrops, costumes and props. Formula 1: The Exhibition is an interactive journey through the story of the motorsport championship.

Immerse LDN will celebrate the very best of immersive entertainment and build upon the success of previously hosted events including Jurassic World: The Exhibition and Disney100: The Exhibition, which have collectively sold more than 600,000 tickets.

Immerse LDN will also house a wide variety of food and drink offerings, beginning with street food collective KERB followed by a brand-new waterside food hall & bar and café later in the year.

Later this year and into 2025, Immerse LDN will continue to expand and launch further stages of the development which will encompass new experiences. It will also afford new post-event activities and F&B offerings, including ‘take overs’, for exhibitor parties and event organisers.

Rees 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.”