What Wake The Tiger does

Wake The Tiger Ltd operates the world's first Amazement Park, a physical immersive art experience where visitors step through portals into a parallel fictional world called Meridia. The company opened its flagship Bristol site in July 2022 at 127 Albert Road, St. Philips Marsh, and is building a second, larger 80,000 sq ft location at Westfield London scheduled to open in late 2026. The core experience combines physical set design, lighting, sound, projection mapping, and interactive installations organized around a proprietary narrative world that explores environmental collapse and human transformation. Themed zones include the OUTERverse, Dream Factory, Crystal Chamber, Dazzle, and Junkyard, refreshed regularly with seasonal activations such as Fear Soup (Halloween), The Last Sprouts (Christmas), MIXTAPE (music nights), and Easter programmes.

The company generates revenue through multiple streams: timed-entry general admission tickets, recurring Annual Pass subscriptions, school trips (from £9.75 ex-VAT per student), birthday party packages, venue hire for corporate and private events (up to 600 guests), and on-site food and beverage through partner-operated Junktion Cafe Bar and a branded gift shop. Charity match-funding campaigns with Avon Needs Trees and FareShare South West support purpose-driven positioning, and the company holds B Corp certification as the UK's first visitor attraction to do so.

Founded in 2021 by Luke Mitchell (Chief Creative Officer) and Graham MacVoy (CEO), both formerly of Boomtown Fair, Wake The Tiger has raised over £3.5 million across pre-seed, Crowdcube, and subsequent funding rounds including a £500,000 investment from Creative UK in August 2023. The company has welcomed over 500,000 visitors from more than 70 countries since launch and is expanding into a national multi-site operator with the upcoming London flagship, where it will be Unibail-Rodamco-Westfield's largest leisure operator. Ticketing and distribution are operated directly to consumers via the company's own website and Weezevent, with educational and venue-hire bookings handled through direct enquiry.

Name

Wake The Tiger

Legal name

Wake The Tiger Ltd

Website

https://wakethetiger.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Immersive Entertainment / Visitor Attraction

NAICS

Amusement and Theme Parks (71311)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Destination Theme Parks (Large-Scale, Multi-Attraction Parks) (THAJAEAA)

akta.pro secondary industry

Amusement Parks & Theme Parks (THAAAAAA)

Keywords

• Immersive art experience
• Visitor attraction
• Interactive entertainment
• Themed entertainment park
• Immersive storytelling

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain, Others

Revenue model

1. General Admission Tickets: Core revenue from timed-entry tickets to the immersive experience. Pricing varies by peak/off-peak and age category. Adults aged 16+ and children aged 5-15 pay full/child rates; under-5s enter free. Tickets include full park access, seasonal events, and craft sessions.
2. Annual Passes: Year-round access subscriptions offering unlimited visits, exclusive discounts, and member benefits. An Anytime Annual Pass is used as a prize in art competitions, driving virality and loyalty.
3. Birthday Party Packages: Curated birthday party experiences for children aged 5-15, including entry, reserved table at Junktion cafe, food (sandwiches, juice, cookies), party bags, and an Anytime Annual Pass for the birthday child. Priced per child with one free adult per 10 children.
4. Venue Hire and Exclusive Use: Corporate away days, socials, fundraisers, networking events, wedding receptions, and private hire of the full space (up to 600 guests) or the Cosmic Microwave private room. Catering provided by Double Puc. Packages include with/without experience access.
5. School Trips: Education-focused group bookings with curriculum-aligned learning guides for Key Stage 1, 2 & 3. Priced from £9.75 ex-VAT per student with free accompanying adults, private lunch storage, and coach parking.
6. Food & Beverage (Junktion Cafe Bar): On-site fully licensed cafe bar managed by Double Puc (B-Corp certified partner), offering light meals, snacks, and drinks. Revenue from F&B consumption on-site after the experience.
7. Merchandise: Gift shop selling Wake The Tiger-branded merchandise including sprout-themed items during Christmas. Both on-site retail and online shop.
8. Donations and Charity Campaigns: Charitable donations added during ticket booking or on-site, with matching from Wake The Tiger. Proceeds to partner charities (Avon Needs Trees, FareShare South West). Generates goodwill and drives purpose-driven ticket purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Wake The Tiger operates a multi-sensory immersive art experience branded as the world's first Amazement Park, where visitors step through a portal into the parallel dystopian world of Meridia. Core revenue comes from timed-entry general admission tickets and annual passes, supplemented by venue hire, school trips, birthday/Christmas parties, on-site F&B (Junktion Café Bar) and merchandise. Seasonal events (Fear Soup, The Last Sprouts, MIXTAPE) and themed zones (OUTERverse, Dream Factory, Crystal Chamber, Dazzle, Junkyard) drive repeat visits.

Product overview

Wake The Tiger is the world's first Amazement Park, operating as a single unified immersive art experience rather than a platform-plus-modules architecture. The core product is the Meridia experience—a multi-sensory immersive art attraction where visitors step through portals into a parallel world. The offering comprises General Admission Tickets and Annual Passes for core access, supplemented by add-on experiences including After Hours (adult evenings), School Trips, Birthday Parties, Christmas Parties, and Exclusive Venue Hire. Supporting services include Junktion Café Bar and Merch (gift shop/online store). Named themed zones within the experience include the OUTERverse, Dream Factory, Crystal Chamber, Dazzle, and Junkyard. Seasonal events include The Last Sprouts (Christmas), Fear Soup (Halloween), MIXTAPE (music events), and Craft Sessions. The company is expanding with a new London location at Westfield, scheduled to open in late 2026.

Differentiator

Problem solved

Functional benefit

Brands

• Amazement Park: A transformative and empowering space that uses art as an invitation to connect and inspire positive change. Wake The Tiger is the world's first Amazement Park.
• Meridia
• OUTERverse
• Junktion
• Junktion Cafe Bar
• Cosmic Microwave

Products and services

• The Meridia Experience (General Admission) The core immersive art experience: a timed-entry visit where guests walk, climb, slide through and interact with themed zones including the OUTERverse, Crystal Chamber, Dazzle, Dream Factory and Junkyard. Available to all ages; under-5s enter free.
• Annual Passes Year-round subscription giving unlimited access to the Amazement Park plus exclusive discounts and benefits, valid for 12 months from purchase. Includes the "Anytime Annual Pass" tier used as a prize in art competitions.
• After Hours (18+ adult-only evenings) Adult-only (18+) evening sessions allowing visitors to explore the immersive experience with friends or on a date outside standard family hours.
• School Trips Curriculum-aligned group visits for Key Stage 1, 2 and 3, including free teacher resources and coach parking, designed to spark creativity and critical thinking.
• Birthday Parties Curated birthday packages for groups of 10–20 children including entry to the experience, reserved table at Junktion café, sandwiches, juice, cookies, party bags and an Anytime Annual Pass for the birthday child.
• Christmas Parties (The Last Sprouts) Seasonal Christmas corporate/group party bookings paired with the SPROUTERverse festive themed zone and tied to the FareShare South West charity campaign.
• Venue Hire / Exclusive Use Bespoke corporate away days, weddings, fundraisers, networking events and private parties for up to 600 guests, with catering by partner Double Puc and options including the Cosmic Microwave private room.
• Craft Sessions Free drop-in weekend craft sessions included with general admission, held in the Junkyard outdoor space and designed to extend the family visit.
• Fear Soup (Halloween) Halloween immersive event featuring themed activations inside the Dream Factory and the "Believe in Beasts" art competition.
• MIXTAPE (nightclub event) Genre-defying DJ-led night combining immersive installations with a fully licensed bar for adults.
• Junktion Café Bar On-site fully-licensed café bar run by partner Double Puc, serving meat-free light meals, snacks and drinks to ticket-holders pre-, during and post-visit.
• Merchandise (Gift Shop / Online Store) On-site and online retail of Wake The Tiger branded merchandise, including seasonal collections such as The Last Sprouts sprout-themed Christmas items.
• Education Programme ("Dreamed of Being…") Education programme with curriculum-aligned learning guides for Key Stage 1, 2 and 3, including "Dreamed of Being an Author" — a creative-writing resource supporting school-trip visits.

Quantifiable outcome

• 500,000+ visitors since opening in July 2022
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• Avon Needs TreescoreOthers · 2 March 2026Ongoing charity partnership for environmental restoration. Easter campaigns raise funds for Lower Chew Forest between Bristol and Bath, targeting 100,000 trees planted, hedgerows established, and species-rich grasslands and wetlands created. Wake The Tiger matches all visitor donations pound-for-pound. The Wake The Tiger team volunteers on-site planting trees. Partnership reflects shared commitment to local environmental impact connecting creativity, community, and environmental responsibility.
• FareShare South WestcoreOthers · 10 November 2025Christmas partnership (The Last Sprouts) to tackle food waste and hunger across the South West. Wake The Tiger pledged £10,000 in match funding for FareShare South West's Big Give Christmas Campaign, aiming to enable 80,000 meals for local families, schools, and communities. Wake The Tiger team volunteers in FareShare warehouses. FareShare South West rescues quality surplus food from the food industry and redistributes to 340+ charities, schools, and community hubs.
• Unibail-Rodamco-Westfield (URW)flagshipStrategic or Co-development Partner · 22 July 2025URW is Wake The Tiger's landmark landlord partner for the 80,000 sq ft Westfield London immersive experience — Europe's largest when it opens in late 2026. Wake The Tiger will become URW's largest leisure operator at Westfield London. The partnership is grounded in shared values around sustainability and cultural engagement, aligning with URW's Better Places strategy. URW selected Wake The Tiger as a bold, strategic addition to evolve the centre into a mixed-use destination beyond traditional retail.
• Double PuccoreStrategic or Co-development PartnerExclusive on-site catering partner operating Junktion Cafe Bar — a fully licensed cafe serving light meals, snacks, and drinks. Double Puc is B-Corp certified, aligning with Wake The Tiger's sustainability ethos. The partnership provides all F&B services on-site and supports corporate event catering for venue hire packages.
• WeezeventcoreTechnology or IntegrationPrimary ticketing agent managing ticket sales, payment processing, and booking confirmations on behalf of Wake The Tiger. Weezevent handles the full ticket purchase journey including refund protection options via Ticketplan. Wake The Tiger's move to paperless ticketing is managed through Weezevent's digital delivery system.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Trick Eye Museum: Global chain of 3D interactive art museums using optical-illusion and immersive installations for family ticketed visits. Comparable experience format to Wake The Tiger's interactive, Instagram-friendly installations, though more franchise-led.
• Wondrium (formerly The Great Courses): While primarily an educational media brand, it is a useful curriculum-aligned learning comparator for Wake The Tiger's school-trip and Key Stage learning-guide motion; not a direct experiential competitor but a relevant school-channel partner/alternative.
• Warner Bros. Studio Tour (Making of Harry Potter): UK-based destination attraction combining themed sets, interactive elements, and multi-hour experiences targeting families and school groups. Useful comparator for Wake The Tiger's school-trip pricing (£9.75+ per student) and venue-hire model.
• MSG Sphere / Sphere Entertainment: Large-scale destination immersive entertainment venue using proprietary immersive technology and event programming. Comparable to Wake The Tiger's Westfield London build in destination-scale, immersive-tech driven, paid-attraction ambition, though at a much larger capital scale.

Direct peers

• Meow Wolf: US-founded pioneer of large-scale immersive art experiences (e.g., House of Eternal Return, Convergence Station) where visitors explore interactive narrative-built worlds. Closest direct peer to Wake The Tiger's 'Amazement Park' model in scale, narrative depth, and family/educational audience targeting.
• teamLab: Japan-origin immersive digital art collective (teamLab Planets, teamLab Borderless) operating ticketed, large-footprint immersive installations. Comparable to Wake The Tiger on multi-sensory ticketed experience, family demographic, and seasonal/rotating installations.
• Frameless: London-based permanent immersive art attraction featuring multiple gallery rooms of projected classic and contemporary art. The closest UK-headquartered direct competitor to Wake The Tiger in operational format, ticketed family/visitor experience, and London real estate exposure.

Regional players

• Weta Workshop Unleashed: New Zealand-based immersive experience from Weta Workshop featuring multi-stage movie-style sets and effects. Comparable to Wake The Tiger on large-format immersive storytelling, family/visitor demographic, and school-trip potential, but in a different geography.

Others

• Boomtown Fair (predecessor festival): The UK creative festival co-founded by Wake The Tiger's founders Luke Mitchell and Graham MacVoy. Not a current competitor, but the originating use case for the Meridia world-building IP and a key talent/brand feeder for Wake The Tiger.

Emerging players

• Arcadia (Spiral/Metasequoia etc.): Independent immersive/art+tech studio building narrative-driven installations and experiences for festivals, brands, and venues. An emerging creative-studio peer to Wake The Tiger's in-house creative team capability (Meridia world-building).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@wakethetiger
• Facebookfacebook.com/wakethetiger
• Instagraminstagram.com/wakethetiger
• TikToktiktok.com/@wakethetiger
• Xx.com/wakethetiger_
• LinkedInlinkedin.com/company/wake-the-tiger

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds6 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wake The Tiger