This summer, ExCeL London, part of ADNEC Group, is launching Immerse LDN, the UK’s largest immersive entertainment district, in London’s Royal Docks, offering new afterhours and hospitality opportunities for the events industry.

Spanning over 160,000 square feet, this new development will feature world-class immersive experiences and original productions in newly constructed venues. It aims to bring together prominent names in TV, film, music, art, and gaming, 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, the first phase of Immerse LDN will introduce experiences such as The Friends Experience, bringing fans one step closer to their favourite TV show with nostalgia-packed recreated sets, iconic backdrops, costumes and props, and The Formula Exhibition. Additionally, it will offer diverse food and drink options, including street food from KERB and a new waterside food hall & bar.

Part of a larger £300-million investment into ExCeL’s campus, Immerse LDN is expected to draw an additional 2.5 million visitors annually and create numerous jobs. Future phases will expand the entertainment and hospitality offerings, enhancing the area’s appeal for events and networking.

Humaid Al Dhaheri, Chairman of ExCeL, emphasized the group’s commitment to innovation and growth, while ExCeL CEO Jeremy Rees highlighted the project’s potential to establish ExCeL London as a premier destination for immersive entertainment. “ 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”.