Immerse LDN has sold 340,000 tickets with the Formula 1 Exhibition becoming its most successful and longest-running event.
Due to demand, the exhibition extended its run into March 2025 and went on to win Best Visitor Experience at the Access All Areas Awards 2024.
Opening on 23 August 2024 and produced by Round Room Live, FKP Scorpio Entertainment Ltd and the Luna Entertainment Group, the exhibition ran for 192 days, featuring exclusive Formula 1 championship-winning cars, historic artefacts, and contributions from top teams.
Spanning 3,344sqm, the experience included a cutting-edge simulator enjoyed by 70,000 visitors.
The visitor numbers surpass the exhibition’s previous best across Madrid, Vienna, and Toronto, while also overtaking Excel’s previous attendance record of 314,000 tickets set by Jurassic World: The Exhibition.
James Cassidy, president of FKP Scorpio Entertainment Ltd, said: “We’ve enjoyed an exceptional partnership with Immerse LDN, Excel and our producers Round Room Live, delivering record-breaking shows and award-winning experiences. This exhibition’s success highlights London’s appetite for immersive entertainment, and we’re excited to continue our collaboration with the launch of Tutankhamun: The Immersive Exhibition, opening March 26.”
Isabella Dwyer, general manager for The Formula 1 Exhibition, added: “London has been a landmark location for the Formula 1® Exhibition, attracting fans from across the UK and beyond. The incredible reception we’ve received here reflects the city’s passion for Formula 1 and immersive experiences.”
Damian Norman, director of Immersive Entertainment & Events at Excel London, commented: “The success of the Formula 1® Exhibition reinforces Immerse LDN’s position as the UK’s premier immersive entertainment destination. With over one million tickets sold and five immersive experiences set to run this summer, we’re proud to contribute to the cultural and economic growth of the Royal Docks.”
The Formula 1 Exhibition will continue its global tour, making way for Tutankhamun: The Immersive Exhibition, which has already pre-sold 65,000 tickets in its first month.
Immerse LDN’s line-up will also include The FRIENDS Experience: The One in London and the upcoming debut of Elvis Evolution this spring, with further attractions to be announced.
Stretching along Excel’s waterfront, Immerse LDN forms part of the venue’s £350m regeneration programme, set to welcome 2.5m visitors annually and bolster the area’s cultural vibrancy.
