ExCeL London unveils new dedicated immersive entertainment district set to be largest in the UK

Immerse LDN will also house a wide variety of food and drink offerings, beginning with street food collective KERB – serving some of London’s most exciting street food – followed by a brand-new waterside food hall and bar, and café later in the year. Outlets will include established KERB eateries such as Duck Shed (wraps, salads & burgers), Masa Taqueria (Tacos), Nazari (Middle Eastern cuisine) and speciality London-roasted coffee house Hej.

Hospitality is one of the key pillars of the SVB LIVE series of events, focused on elevating and innovating the live experience at stadia, arenas, sporting and entertainment events and venues.

Set to have a huge and lasting impact on the landscape of London, Immerse LDN comes as part of a wider £300-million-pound investment programme into ExCeL’s venue campus and will become a major contributor to the wider Royal Docks regeneration plan, bringing an additional 2.5 million visitors to the area every year, as well as hundreds of new jobs.

Later this year and into 2025, Immerse LDN will continue to expand and launch further stages of the development, which will encompass new experiences, as well as impressive plans for the area’s hospitality and after-hours corporate offering. The latter will afford new post-event activities and F&B offerings, including ‘take overs’, for exhibitor parties and event organisers, in addition to networking and socialising opportunities on ExCeL’s new-look waterfront.

Humaid Al Dhaheri, Chairman of ExCeL, and Managing Director & Group CEO of ADNEC Group, reiterated the organisation’s unwavering commitment to strategic investments for the long-term growth and development of ExCeL:

Our 25,000 sqm expansion, property acquisitions, venue infrastructure enhancements, and now our new waterfront event space, Immense LDN, underscore our dedication to innovation and diversification, positioning ExCeL London at the forefront of the global event industry.

ExCeL’s CEO Jeremy Rees said:

ExCeL London is already synonymous as the home of world-leading events. 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.

Rees added:

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.

For further information on Immerse LDN visit: immerseLDN.com

Source & imagery, courtesy: ExceL London

Sports Venue Business has launched a raft of new offerings under the SVB LIVE banner, including Networking Events & a Webinar Series, culminating in the annual SVB LIVE Conference & Exhibition, being held at Croke Park in Dublin, Ireland, on October 9th and 10th, with an Opening Night Icebreaker on October 8th, 2024.

Check out the latest sports and entertainment venue development news in the exclusive, subscription-only, SVB Global Report here.

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