Hello. This is Realworld, a playable content platform. As we've introduced several times before, the immersive genre has become a trend in global entertainment. The realm of immersive experiences is gradually expanding, from immersive exhibitions where artworks unfold throughout the space, to immersive theater where the boundaries between audience and stage disappear, and immersive dining where people move through various spaces while eating.
While immersive content appears in various forms, there has been relatively little interest in the spaces that serve as the backdrop for this content. However, we hear that a dedicated space for immersive experiences has appeared in London, UK. Let's explore Immerse LDN, an immersive entertainment hub that's immersive even in name.
Exhibition Space Transforms into Immersive Theme Park
Immerse LDN is the UK's largest immersive entertainment district, located in the Royal Docks area of London, UK. Opening in August 2024, this space was newly established by ExCeL London, which operates exhibition and convention centers, boasting an area of 160,000 square feet (approximately 15,000 square meters, about 4,500 pyeong).
ExCeL London is a convention center for the MICE (Meetings, Incentives Travel, Conventions, Exhibitions/Events) industry. Why did this exhibition venue, which previously hosted large-scale exhibitions like Comic-Con, transform into a dedicated space for immersive content? In an interview with attraction industry news site blooloop, Damian Norman, ExCeL London's Director of Immersive Entertainment, said they realized through the success of immersive exhibitions that the venue could become something more.
In 2022, the Jurassic Park immersive exhibition held at ExCeL London sold approximately 315,000 tickets and ran for 137 days, making it the longest-running event in ExCeL London's history. Additionally, the Disney 100th anniversary exhibition held in 2023 was a box office success, selling over 600,000 tickets. These successes helped them understand the importance of customer immersion environments and storytelling, which laid the foundation for Immerse LDN.
Differentiation Through Various IPs and Original Content
Immerse LDN plans to provide world-class immersive experiences by showcasing IPs from various fields including TV, film, music, art, and games, along with original content. Since opening, immersive exhibitions of the famous sitcom 'Friends' and the racing competition 'Formula 1' have been running, showing clear differentiation from other exhibitions as befits a dedicated immersive space.
The Friends™ Experience exhibition, marking the sitcom's 30th anniversary, faithfully recreates various props and sets from the show, as well as episodes filmed in London. Notably, with additional interactive sets for visitors to participate in, the exhibition has expanded by 40% compared to previous exhibitions.
The Formula 1® Exhibition was created through collaboration with filmmakers and curators across six spaces, and the London exhibition was also produced on the largest scale in Formula 1 exhibition history. Visitors can explore global motorsport history and rare vehicles and props, while experiencing what it's like to race on the track through simulators. This Formula 1 exhibition extended its run by two months due to continued popularity, suggesting that demand for immersive experiences will continue to grow.
In 2025, ELVIS EVOLUTION, an immersive exhibition illuminating Elvis Presley's life and music, is also coming, so Immerse LDN seems set to firmly establish its position as an immersive entertainment hub.
Dedicated Immersive Spaces: Is It Possible in Korea?
Immerse LDN was the result of massive investment. ExCeL London was already a large exhibition space hosting 400 exhibitions annually and attracting 4 million visitors, with continuously growing demand requiring expansion. Immerse LDN is part of a £300 million (approximately 540 billion won) investment by ADNEC Group, ExCeL London's parent company, for the regeneration of the Royal Docks area, with long-term plans including future expansion to 25,000 square meters (approximately 7,600 pyeong).
Korea also has large convention centers like COEX, KINTEX, and BEXCO. As immersive exhibitions are increasing domestically, there are expectations about whether these exhibition spaces could be utilized as dedicated immersive spaces like Immerse LDN. As of 2023, utilization rates are known to be 75% for COEX and 62% for BEXCO, which are already above optimal capacity, making it difficult to secure space for non-exhibition purposes without additional investment. While COEX plans to open COEX Magok-Le West in November 2024, its relatively small area makes it challenging to utilize as a non-exhibition space.
We do envy the case of Immerse LDN, which has been reborn as a next-generation immersive entertainment hub alongside regional regeneration. For the immersive industry to grow further, securing dedicated spaces will also be necessary, and we hope good examples will emerge domestically as well. <Realworld EXP.> will return with another experience industry trend. Thank you.