Page 54 - #195 Dec2024/Jan2025

by NASA missions. Visitors should prepare to be immersed
in this awe-inspiring setting, the world’s largest immersive
space exploration experience. Through the transformative
lens of immersive VR, visitors will be transported 400km
above Earth into the International Space Station. This
voyage offers more than just mere observations; it
immerses you in the essence of space exploration without
ever leaving the ground. From exclusive encounters with
astronauts to serene moments of Earth-gazing, every
sensation deepens your connection to the universe and
your place within it. It’s more than just a simple expedition;
it’s an emotional odyssey that leaves a lasting impression.
Back in September, Lausanne in Switzerland hosted
the opening of a significant cultural event: TITANIC: The
Artefact Exhibition. This exhibition, which has captivated
over 35 million visitors worldwide, is renowned for its
careful preservation and presentation of Titanic’s history.
Now, with the introduction of a new immersive gallery,
visitors in Switzerland have the unique opportunity to 1
experience the grandeur and tragedy of the Titanic as
never before. The exhibition features a carefully curated Blending physical activity with interactive technology,
collection of authentic artefacts recovered from the wreck Activate is a unique addition to the UK’s thriving leisure
site, each one offering a tangible link to the past. One of scene, as well as The O2’s extensive day-to-night offer,
the key highlights of the Lausanne exhibition is the new bolstering the venue’s role as the destination of choice
immersive gallery, which enhances the traditional artefact for new and exciting concepts.
display with dynamic, interactive elements. This addition The Public Investment Fund (PIF) has launched the
allows visitors to enter the world of the Titanic, imagining National Interactive Entertainment Company (QSAS) to
themselves on board the legendary ship. The immersive develop immersive experiences inspired by Saudi heritage
section recreates scenes from life on deck through state-of- and Islamic history. The new company will create interactive
the-art technology, offering an unparalleled experience that exhibitions across Saudi Arabia to enhance tourism and
blends historical education with emotional engagement. culture. This company will generate over 11,000 jobs by
Immerse LDN is London’s newest entertainment 2030 and support Saudi Arabia’s growing entertainment
district for world-class immersive experiences and original sector, aligning with Vision 2030 goals. QSAS will develop,
productions across TV, film, music, art and gaming – all 2 own and operate world-class cultural experiences across
to the backdrop of ExCeL London’s new waterfront 5 Saudi Arabia. It will create different types of attractions,
in the Royal Docks. Step into the heart of everyone’s including permanent and touring exhibitions, and multi-
favourite TV show at the UK flagship of The FRIENDS™ sensory experiences. The name QSAS is derived from
Experience: The One In London, with nostalgia-packed an Arabic word meaning “stories”. In its experiences, the
recreated sets, iconic backdrops, costumes and props. Back company will highlight historical milestones and inspiring
in August, the site also launched a new experience where personalities from Saudi Arabia and across the world.
guests can enter the world of motorsport with Formula Opened last month in Dubai was the world’s first
1®: The Exhibition - an interactive journey through the Museum of Candy, a first-of-its-kind museum whici invites
extraordinary story of motorsport’s greatest spectacle. visitors to act like a kid again as they go from room to
Immerse LDN also houses a wide variety of food and room. A cotton candy bath, a gummy bear pool and a
drink offerings, beginning with street food collective KERB thrill and chill ice cream room are just a handful of the
– serving some of London’s most exciting street food – Instagrammable highlights. There will be a life-size lollipop
followed by a brand-new waterside food hall & bar and forest, a pool of sprinkles, clouds of cotton candy and
café later in the year. Current outlets include established more with larger-than-life candy creations and interactive
KERB eateries such as Duck Shed (wraps, salads & 3 surprises perfect for the ‘gram. Based on Umm Hurair
burgers), Masa Taqueria (Tacos), Nazari (Middle Eastern Road, the Museum of Candy promises to be a wild day
cuisine) and speciality London-roasted coffee house Hej. 6 out packed with colour and sugar.
Also in London is Frameless, a pioneering, innovative 1. Formula 1 ® The Saudi Entertainment Ventures (SEVEN), part of Qiddiya
story-telling company that uses the highest quality in ways never seen before. Frameless is transforming how Exhibition, Immerse Investment Company (QIC), a wholly owned Public
LDN, London, UK
projection and digital technology, combined with people consume and enjoy art, making it accessible to all 2. TITANIC: The Artefact Investment Fund (PIF) entity, and MATTEL, a multinational
Exhibition, Lausanne,
Hollywood-style special effects to remix, reimagine and engaging a modern audience. Switzerland toy and entertainment company, have announced that it
and reinterpret stories, pushing the boundaries of The O2, the world’s most popular live entertainment, 3. Squid Game: The will be bringing the Hot Wheels™ e-karting racing tracks
Experience, New York City,
US
creativity to deliver new levels of audience experience by leisure, and retail destination, has announced Activate, 4. Hot Wheels Electric to six cities across Saudi Arabia. With the addition of Hot
transporting its visitors to new worlds. Everything they the immersive and interactive game concept, will make its Karting, Saudi Arabia Wheels e-karts, SEVEN continues to bolster its portfolio
do is driven by the pursuit of excellence and the desire highly anticipated UK debut at the destination this winter. 5. Neobio Museum, Shanghai, and further build the karting community following its
China
to create world-class entertainment. Their multi-award- Activate, an immersive and interactive leisure concept by 6. The Friends™ announcement earlier this year that it would be bringing
Experience: The One In
winning experience at Marble Arch features a stunning leading experiential group, We Do Play, is set to open London, Immerse LDN, indoor e-karting centres to multiple SEVEN entertainment
30,000sq ft permanent multi-sensory immersive art into a 10,000sq ft unit, delivering a lively gaming facility London, UK destinations. The Hot Wheels e-karting experiences will be
experience consisting of four galleries which showcase with multiple dynamic game rooms where visitors can in SEVEN’s entertainment complexes in Riyadh, Makkah,
some of the world’s greatest works of art on a scale and 4 navigate and take part in physical and mental challenges. Taif, Al Madinah, Tabuk, and Jazan.

54 RETAIL & LEISURE INTERNATIONAL DECEMBER 2024/JANUARY 2025 DECEMBER 2024/JANUARY 2025 RETAIL & LEISURE INTERNATIONAL 55