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This summer, ExCeL London, part of the ADNEC Group, will launch the initial stages of Immerse LDN, which is set to become the UK’s largest immersive entertainment district. This new venture will provide after-hours and hospitality opportunities for the event industry.

Once fully completed, the immersive LDN will span over 160,000 square feet, dedicated to showcasing world-class immersive experiences and original creations. Located in London’s Royal Docks, ExCeL will feature brand new, purpose-built spaces against the backdrop of London’s newly developed waterfront.

Immersive LDN will bring together some of the biggest names in TV, film, music, art and gaming, along with a variety of original productions. It aims to celebrate outstanding entertainment, building on the success of past events such as 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 exciting experiences like The FRIENDS Experience: The One In London, featuring nostalgically recreated sets, iconic backdrops, costumes and props from beloved TV shows. Another highlight will be the Formula Exhibition, an interactive journey into the world of motorsport’s greatest spectacle. Additional attractions will be announced soon.

Immersive LDN will also offer a variety of food and drink options, starting with 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 cafe will open. Outlets will include popular CURB eateries such as Duck Shed (wraps, salads and burgers), Masa Taqueria (tacos), Nazari (Middle Eastern cuisine) and specialty coffee house Hage.

Part of a huge £300-million investment in ExCeL’s venue campus, Immerse LDN will have a significant impact on London’s landscape. It will contribute to the Royal Docks regeneration scheme, attracting an extra 2.5 million visitors a year and creating hundreds of new jobs.

Later in 2024 and into 2025, Immersion 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 social opportunities on ExCeL’s revamped waterfront.

Humaid Al Dhaheri, Chairman of ExCeL and ADNEC Group Managing Director and Group CEO, reiterated the organization’s unwavering commitment to strategic investments for the long-term growth and development of ExCeL. He said: “Our 25,000 sq m expansion, property acquisition, venue infrastructure enhancements and now our new waterfront event space, Immense LDN, underline our dedication to innovation and diversification, positioning ExCeL London at the forefront of the global events industry.”

Added Jeremy Rees, CEO of ExCeL: “ExCeL London is already synonymous as the home of world-leading events. Now we want to build on that and create a place where both domestic and international guests can enjoy the best immersion and experiential entertainment in one place. The project has been years in the making and is a multi-million pound investment which, once fully completed, will attract an additional 2.5 million visitors per year to the Royal Docks and will be one of the most connected entertainment districts in the world, benefiting From the high-speed Elizabeth line, two DLR stations and the IFS Cloud cable car.”

he added: “Offering something for everyone, Immersive LDN aspires to be a destination in its own right, where visitors can discover experiences and enjoy fine dining, all set against the breathtaking waterfront of the Royal Docks.”