Swedish game show concept looks to make entry into UK

A Swedish leisure concept based on TV game shows is looking to make its entry into the UK.

On Air offers competitive socialising activities inspired by TV entertainment, hosted in a studio environment with props, graphics, and a dedicated host.

The concept’s target audience includes corporate events and private groups such as birthdays celebrations and hen parties.

On Air has studios in three Swedish cities and opened a flagship venue in Copenhagen in May. As well as the UK, the operator is also targeting markets in Norway, Finland, and Iceland.

London, Manchester, and Birmingham have been named as target locations for the concept, with On Air seeking units ranging between 2,700 sq ft and 5,500 sq ft in size. Buildings with the majority of space at basement level will be considered ideal. The operator has a preference for environments with a high-density of offices and leisure pitches with close proximity to transport hubs.

Knight Frank has been appointed to find suitable sites in the UK.