Immerse LDN

What Immerse LDN does

Immerse LDN is a purpose-built immersive entertainment venue at the ExCeL London Waterfront in the Royal Docks, East London, launched in 2024 as part of the London International Exhibition Centre PLC / ADNEC Group family. It operates as a rotating, large-format exhibition destination, with a 2026 slate anchored by Cleopatra: The Experience (3,000 sqm across nine galleries, integrating glasses-free holograms, full-motion VR, metaverse exploration, 5D sensory effects, and a 360° cinematic room, with 22+ original artefacts), House of Dreamers London (16 installations by Elena & Giulia Sella, transferred from a 2M+ visitor European run), and Timewalk The Exhibition (a 12-month multi-civilisation journey narrated in 25 languages by David Schofield and Olivia Williams). Underlying execution relies on integrating third-party immersive-tech components — holographic projection, VR/AR hardware, video mapping, and metaverse platforms — rather than disclosed proprietary AI models or in-house ML pipelines. Content is developed with named experts such as Egyptologist Dr Chris Naunton to anchor cultural credibility.

The business model is a B2C ticketed-entertainment operator. Primary revenue is per-ticket unit pricing across standard and concession categories, with group-booking tiers for 25+ guests and dedicated corporate/private event hire routed through [email protected]. Distribution spans the company's direct website, an on-site box office, and third-party ticketing partners including Fever and See Tickets, plus dedicated experience microsites for each show. Secondary revenue comes from on-site food and beverage via the Waterfront Street Kitchen & Bar partner and venue hire for private functions. Customer segments are families, tourists, school groups, cultural enthusiasts, and corporate clients, with marketing concentrated on Instagram, X, Facebook, and TikTok, plus PR and email. The company is a private subsidiary of an ADNEC-owned PLC; no external venture or private equity investment is disclosed, and revenue is not publicly reported.

Name

Immerse LDN

Legal name

London International Exhibition Centre PLC

Website

https://immerseldn.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Immerse LDN operates a purpose-built immersive entertainment venue at ExCeL London Waterfront in the Royal Docks, hosting rotating exhibitions including Cleopatra: The Experience, House of Dreamers London, and Timewalk. It serves families, tourists, schools, and corporate clients through ticketed admissions, on-site food and beverage, and private event hire.

Ownership category

akta.pro rank

Product category

Immersive Entertainment Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

VR & Immersive Esports/LBE Venues (VR Arenas, Sim Racing Pods) (MPAFALAE)

akta.pro secondary industries

Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Fairgrounds & Expo Parks (THAHAAAH)

Keywords

• Immersive entertainment experiences
• Immersive exhibitions venue
• Live entertainment district
• Multisensory storytelling experiences
• Event venue hire

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket sales: Primary revenue stream from admission tickets to immersive exhibitions including Cleopatra: The Experience, House of Dreamers, and Timewalk. Tickets available for advance purchase and on-site box office, with concessions offered.
2. Food and Beverage: Waterfront Street Kitchen & Bar provides street food dining, craft beers, wines, spirits, cocktails, mocktails and soft drinks. On-site dining enhances visitor experience and generates additional revenue.
3. Private event hire: Venue available for private events and corporate takeovers. Contact at [email protected] for bookings.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Immerse LDN operates purpose-built venue spaces at the ExCeL London Waterfront in Royal Docks, hosting rotating immersive exhibitions and experiences such as Cleopatra: The Experience, House of Dreamers London, and Timewalk The Exhibition. The venue combines holographic displays, VR, metaverse exploration, 5D sensory effects, and video-mapping with original artefacts and curated narrative content, complemented by on-site food and beverage and venue hire for corporate and private events.

Product overview

Immerse LDN is London's new entertainment district at ExCeL London Waterfront in Royal Docks, offering world-class immersive exhibitions and experiences. The portfolio consists of multiple signature exhibition experiences (Cleopatra: The Experience, House of Dreamers London, Timewalk The Exhibition) alongside supporting dining amenities (Waterfront Street Kitchen & Bar). The exhibitions combine cutting-edge immersive technologies including holograms, VR, metaverse, video-mapping, and multisensory effects to bring entertainment brands and cultural content to life across TV, film, music, art and gaming.

Differentiator

Problem solved

Functional benefit

Brands

• Waterfront Street Kitchen & Bar: The all-new dining destination at Immerse LDN featuring street food-inspired menu with waterfront views, craft beers, premium wines, spirits, handcrafted cocktails, mocktails and soft drinks.

Products and services

• Cleopatra: The Experience An immersive Egyptian history exhibition featuring cutting-edge storytelling with glasses-free holograms, VR experiences, metaverse exploration, 22+ original artefacts, 5D sensory effects, and 360° cinematic experiences across 3,000 sqm and 9 interactive galleries. Aimed at general visitors, tourists, families, and cultural enthusiasts seeking historical and entertainment experiences.
• House of Dreamers London An immersive dream-themed exhibition featuring 16 experiential installations designed by Elena & Giulia Sella, with innovative dream technology for personalized emotional experiences, following previous European success with 2M+ visitors. Aimed at families, cultural enthusiasts, and visitors of all ages.
• Timewalk The Exhibition A large-scale immersive storytelling journey exploring ancient civilizations including Babylon, Egypt, Maya, and Rapa Nui, featuring narration in 25 languages and voices by David Schofield and Olivia Williams, blending image, sound and architecture into a single sensory narrative. Aimed at general visitors, cultural enthusiasts, tourists, and school groups.
• Waterfront Street Kitchen & Bar Street food-inspired dining destination at the ExCeL London waterfront offering flavour-packed menu including chicken wings and stack burgers, plus fully stocked bar with craft beers, wines, spirits, cocktails, mocktails and soft drinks with waterfront views. Aimed at venue visitors and walk-in guests.
• Private event and venue hire Venue hire for private events, corporate takeovers, and team building functions across the Immerse LDN spaces. Aimed at corporate clients and organizations seeking unique event venues in London. Contact via [email protected].

Quantifiable outcome

• Over 2 million visitors across European locations for House of Dreamers
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Elena & Giulia SellacoreStrategic or Co-development Partner · 1 September 2026Creative designers of House of Dreamers immersive exhibition featuring 16 experiential installations. The Sella sisters created the original concept and continue to develop new innovative dream technology for the London edition.
• David SchofieldminorStrategic or Co-development Partner · 1 July 2026Voice actor providing narration for Timewalk The Exhibition. Contributes to the immersive storytelling experience with professional voice narration.
• Olivia WilliamsminorStrategic or Co-development Partner · 1 July 2026Voice actor providing narration for Timewalk The Exhibition. Contributes to the immersive storytelling experience with professional voice narration.
• Dr. Chris NauntonminorStrategic or Co-development Partner · 1 March 2026Egyptologist and historian providing expertise and endorsement for Cleopatra: The Experience. Contributed to historical accuracy and scholarly credibility of the exhibition content.
• Waterfront Street Kitchen & BarcoreOthers · 1 October 2024On-site dining destination providing street food-inspired menu, craft beers, wines, spirits, cocktails, and non-alcoholic beverages. Located at the Excel London waterfront with stunning water views.
• ExCeL LondoncoreOthers · 1 January 2024Immerse LDN is operated as part of the ExCeL London family at the Excel Waterfront, Royal Victoria Dock. ExCeL London provides the venue infrastructure, operational support, and brand association as part of London's exhibition and events district.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• ARTECHOUSE: Pioneering immersive art and technology venue operating in Washington DC and New York. Directly comparable to Immerse LDN in combining large-format projection, sensors, and interactive digital installations to deliver ticketed immersive experiences.
• teamLab: Global immersive digital art collective with permanent venues in Tokyo, Shanghai, Helsinki, and others. Closely comparable to Immerse LDN's tech-driven, multi-modal immersive exhibition model (metaverse, projection, sensor-driven interactivity) at scale.
• Outernet London: Immersive media venue in central London featuring 360° LED screens and free immersive content. Comparable to Immerse LDN as a London-based immersive entertainment attraction competing for tourist and group audiences.
• Tutankhamun: The Immersive Exhibition: Traveling immersive Tutankhamun exhibition with London stop. A peer IP-based immersive experience referenced in Immerse LDN's ticketing FAQ; directly comparable as a branded historical immersive exhibition competing for the same educational/cultural audience.
• Elvis Evolution: Immersive Elvis Presley experience currently touring, including London. Directly comparable to Immerse LDN as a licensed music-IP-driven immersive ticketed experience targeting fans and tourist audiences.
• The FRIENDS Experience: Licensed IP-based immersive exhibition touring globally, including London. Already a partner/IP referenced by Immerse LDN; directly comparable in leveraging licensed entertainment IP to drive ticketed immersive experiences.
• Frameless: London's largest immersive art venue, operating multiple galleries with projection-mapping and immersive digital art. Directly comparable to Immerse LDN in offering large-format, ticketed immersive experiences to tourist and family audiences in central London.
• Squid Game: The Experience: Licensed IP-based immersive entertainment experience with a London run, distributed via Fever. Comparable to Immerse LDN as a ticketed, IP-licensed immersive experience leveraging Fever as a ticketing/distribution partner.
• Van Gogh Alive / Grande Experiences: Traveling immersive Van Gogh exhibition brand with London presence. Directly comparable as a time-limited, ticketed immersive cultural exhibition format targeting the same family/tourist segment in London.

Broad incumbents

• ExCeL London: Parent venue operator (London International Exhibition Centre PLC / ADNEC group) that hosts Immerse LDN. Comparable as the parent venue and broader event/exhibition infrastructure provider in the same Royal Docks campus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Immerseldn
• Facebookfacebook.com/Immerseldn
• Instagraminstagram.com/immerseldn
• TikToktiktok.com/@immerseldn
• LinkedInlinkedin.com/company/immerse-ldn

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Immerse LDN