The O2, the live entertainment, leisure, and retail destination, has announced Activate, the immersive and interactive game concept, will make its highly anticipated UK debut at the destination this winter. This coincides with The O2 experiencing significant growth in its leisure offer in 2024, bolstered by record-breaking performance for the category and a number of new leisure openings.
Activate, an immersive and interactive leisure concept from Canada, will be brought to the UK by experiential group, We Do Play, which specialises in creating unforgettable, immersive leisure and hospitality concepts. Activate has selected The O2 to mark its UK debut, underpinning the destination’s position as London’s go-to location for leisure. Activate will open a 10,000 sq ft unit, located a stone’s throw away from other popular entertainment sites. Activate will deliver a lively gaming facility for The O2’s diverse customer base, with multiple dynamic game rooms where visitors can navigate and take part in physical and mental challenges. Blending physical activity with interactive technology, Activate is a unique addition to the UK’s thriving leisure scene, as well as The O2’s extensive day-to-night offer, bolstering the venue’s role as the destination of choice for new and exciting concepts.
Activate selecting The O2 for its first site in the UK follows a significant year of growth for the destination’s leisure category, which has seen a 6.6 percent LFL uplift in sales vs 2023. This growth has been propelled by The O2’s Entertainment District reaching full leasing completion earlier this year, with the destination taking an innovative approach to enhance its leisure offer, creatively utilising previously unused spaces within the venue to accommodate new operators like Clip ‘n Climb and Padel Social Club.
Janine Constantin-Russell, Managing Director of the Entertainment District and Outlet Shopping of 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.”
