Balloon Museum has joined Immerse LDN, the waterfront entertainment district at Excel London. Meanwhile, the district reports more than 1.7 million ticket sales since its launch.
“Euphoria: Art is in the Air” opened Oct. 24, becoming the district’s 14th event. The interactive art exhibition adds to Excel’s entertainment offering alongside its convention and tradeshow business.
Founded in Italy in 2021, Balloon Museum features large-scale installations by international artists, including Turner Prize winner Martin Creed. Lux Entertainment created and produces the project.
Since its founding, Balloon Museum has appeared in different formats in more than 20 cities. Those locations span Europe, North America, and Asia.
“Bringing EUPHORIA to London marks a new chapter in the journey of Balloon Museum,” said Roberto Fantauzzi, CEO and founder of Lux Entertainment.
EXPANDING THE WATERFRONT EVENT MIX
Immerse LDN forms part of Excel’s wider investment program to redevelop its Royal Docks waterfront. The district also expects to offer four experiences at the same time during the festive season.
Its ticket-sales milestone covers all Immerse LDN programming since launch, rather than Balloon Museum alone.
Meanwhile, Damian Norman, director of Immerse LDN, said producers are changing how they engage visitors.
“Of late, we’re seeing immersive experiences becoming more participatory, expanding beyond traditional formats and with greater emphasis on shareable experiences,” Norman said.
However, he also said organizers want strong venue facilities and transport links to support those experiences.
Balloon Museum brings another international production to the district. Alongside the other attractions, it expands the waterfront’s mix of events for visitors.
Immerse LDN is an immersive entertainment district on Excel London’s waterfront in the Royal Docks. For more information, visit immerseldn.com.
Press release submitted by Excel London. Edited by Exhibit City News for clarity, length, and style.
