Interactive game concept Activate has signed for a 10,000 sq ft unit at The O2 for its first UK site.
The Canadian concept will be brought to the UK by experiential group We Do Play, which specialises in creating immersive leisure and hospitality concepts.
The site will feature multiple game rooms presenting physical and mental challenges for visitors to navigate.
Richard Beese, co-founder of We Do Play, said: “When we started to plan Activate’s UK expansion, it was key that its first site was an iconic one, and a destination that really understands its visitors and acts as a real hub for leisure. We were the team behind bringing BOOM BATTLE BAR to The O2, and it has been a phenomenal location for us. The energy and atmosphere of the destination, combined with Activate’s thrilling, interactive game play, make this location the perfect fit for customers seeking the ultimate play experience.”
Janine Constantin-Russell, managing director of the Entertainment District and Outlet Shopping of The O2, added: “Leisure has always been a core part of The O2’s offering, consistently delivering an unmatched experience that speaks volumes on how we resonate with operators and visitors alike. When we reached full leasing completion of the Entertainment District earlier this year, we didn’t want this to stop our momentum for growth, and our stellar performance highlights quite the opposite.
“Along with the openings of Padel Social Club and Clip ‘n Climb, Activate’s UK debut is another fantastic milestone for us, set to entice even more visitors to our iconic location as we continue to deliver the very best of leisure.”
