That’s entertainment

One of the UK’s biggest event venues is opening a new immersive entertainment district as part of a wider strategy to position itself as the UK’s premier destination for events and exhibitions. The London ExCeL – which is currently only second to Birmingham’s NEC in terms of size – will add 160,000 sq ft of new features as part of the Immerse LDN launch, with phase one going live as soon as next month.

The move echoes the opening of ResortsWorld at the NEC in 2015; an expansion which added hotels, restaurants and entertainment to the venue’s core offer of exhibitions and events. The addition of Immerse LDN follows in the footsteps of its Birmingham-based rival, although there is an increased focus on the entertainment aspect with plans to launch the Friends Experience, Formula 1: The Exhibition and a Jurassic Park-themed experience as well as a variety of food and drink destinations.

For the exhibitions sector, the launch of Immerse LDN adds a potential new dimension for both exhibitors and visitors to forthcoming trade events. With promises of after hours and corporate hospitality options for event organisers, Immerse LDN has the potential to enhance the trade show experience, with the convenience of not having to leave the site for the duration of events.

“ExCeL London is already synonymous with the home of world-leading events,” says ExCeL’s CEO Jeremy Rees. “Now we want to build on that and create a space where guests, both local and international, can enjoy the very best of immersive and experiential entertainment in one place. 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 and will be one of the most connected entertainment districts in the world, benefitting from the high-speed Elizabeth line, two DLR stations and the IFS Cloud Cable Car.

“Offering something for everyone, Immerse LDN aspires to become a destination in its own right, where visitors can explore experiences and enjoy great food and drink, all set against the striking waterfront of the Royal Docks.”

Having already installed at multiple events at the ExCeL since it opened in 2000, Smart Display welcomes the addition of Immerse LDN on behalf of its exhibitors and their clients.

“Exhibitions are all about interaction, and that doesn’t stop when the hall doors close,” says Christina Chambers, Smart Display’s marketing executive. “All industries want the opportunity to network with like-minded professionals, and having the opportunity to eat, drink and relax around the core event is a massive plus point, particularly with the convenience of having options to remain on site.”

Smart Display will be heading out to the ExCeL to install at a variety of exhibitions this year, including UK Construction Week, the Homebuilding & Renovating Show, Connected Britain, Dronex, London Packaging Week and Anticipate London. If you have a forthcoming event, get in touch today and let us take care of every aspect of your stand design and build.