Immersive leisure concept to make UK debut at The O2
Immersive and interactive game concept Activate is set to make its UK debut at The O2 in London this winter.
Hailing from Canada, Activate has been brought across the pond by experiential group We Do Play, which specialises in leisure and hospitality concepts.
Spanning 10,000 sq ft, the new venue will be located in close proximity to popular venues such as Mamma Mia! The Party and TOCA Social. Activate will look to deliver a lively gaming facility for The O2’s customer base, with multiple game rooms where visitors can navigate and take part in physical and mental challenges.
Activate’s decision to join the O2 follows a significant year of growth for the destination’s leisure category, which has seen an increase in like-for-like sales of 6.6% compared to 2023. This comes after the destination’s Entertainment District reached full leasing completion earlier this year, bringing in operators such as Clip ‘n Climb – which opens this month – and Padel Social Club.
Janine Constantin-Russell, managing director of the Entertainment District and Outlet Shopping at The O2, said: “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.”
Richard Beese, co-founder of We Do Play, added: “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.”
The news follows the recent addition of American restaurant chain Slim Chickens to The O2‘s Entertainment District, joining the existing casual dining offer at the destination. In addition, All Bar One relaunched its newly-refurbished restaurant at The O2’s entrance, signalling further commitment from a long-standing tenant.