Transforming Retail: ApolloDomes Bring Immersive Theater to UK Shopping Destinations
This autumn, retail spaces in the UK are stepping beyond traditional shopping experiences, unveiling a pioneering entertainment innovation that promises to captivate visitors of all ages. Landsec, one of the nation’s leading real estate companies, in partnership with Holovis, a global frontrunner in immersive experiences, is launching ApolloDomes—large-scale immersive projection domes—at key retail destinations including Gunwharf Quays in Portsmouth. These 19-meter indoor domes offer shoppers an extraordinary opportunity to escape into new worlds through state-of-the-art visual projections, immersive theater, and compelling event-scale productions.
Ben Padley, Head of Consumer at Landsec, encapsulates the vision behind this bold venture: “By bringing Holovis’ next-generation immersive entertainment to the U.K. for the very first time, our partnership will enhance some of our most popular shopping destinations into spaces that inspire, entertain, and create memorable moments for visitors of all ages.” This initiative is a direct response to evolving consumer desires for dynamic environments that blend leisure, dining, and shopping with rich, engaging experiences. “Visitors increasingly want dynamic destinations where they can be entertained, eat, drink and shop all under one roof. We’re meeting that demand by pioneering new concepts, creating experience-led places which go beyond what guests might expect from retail destinations,” Padley adds.
At the heart of the ApolloDomes project is a fusion of innovative technology and theatrical storytelling. Stuart Hetherington, CEO of Holovis, highlights the uniqueness of this offering, noting: “ApolloDomes represents a first-of-its-kind experience, blending next-gen projection technologies and media with world-class immersive theatrical performances to transport guests to an exciting, seasonal destination.” The immersive experiences housed within these domes have been crafted by Holovis’s award-winning creative team, whose impressive portfolio includes immersive projects for Alton Towers, SeaWorld Yas Island, and LEGOLAND New York. To further elevate the production quality, Mark Hurry—a producer renowned for immersive theatrical gems like Immersive Peaky Blinders, Doctor Who – Time Fracture, and The Great Gatsby – Immersive Experience—has joined the team to bring ApolloDomes to vivid life.
The architectural and technological setup of ApolloDomes deserves special attention. These 19-meter (62-foot) domes deploy advanced audiovisual technology to create fully immersive, multi-sensory environments. Unlike traditional theaters, these projection domes create 360-degree visual experiences that envelop visitors, making the line between audience and narrative dissolve entirely. The design lends itself to seasonal programming, with Gunwharf Quays debuting two captivating experiences for Halloween and Christmas, embedding a spirit of festivity and wonder into a retail setting. This dovetailing of immersive art within commercial locations showcases a growing trend where dedicated dome theaters and fulldome venues are expanding beyond museums and observatories to reach broader audiences in unexpected contexts.
Globally, fulldome theaters have traditionally been hubs for educational content—planetary exploration, scientific phenomena, and nature documentaries presented on curved screens with 4K laser or hybrid projection technology. ApolloDomes, however, represent a fresh trajectory in the fulldome field, emphasizing theatrical and narrative-driven experiences that appeal to a more varied legion of learners, casual visitors, and families. This proactive blending of immersive media with retail destinations enhances audience accessibility and engagement, creating new avenues for content creators to experiment with and expand the potential of immersive environments.
The partnership between Landsec and Holovis signals a milestone in fulldome innovation, reflecting a broader industry movement toward hybrid entertainment spaces. By infusing immersive technology into shopping and leisure centers, ApolloDomes help democratize access to digital artistry and theatrical marvels, engaging communities that might not typically seek out such experiences. This initiative also underscores the evolving role of immersive venues as multifaceted platforms that support creative economies, offer creators pioneering exhibition opportunities, and harness cutting-edge technology to build emotional connections with wider audiences.
As ApolloDomes prepare to debut and subsequently expand across the UK, they herald a new era for immersive entertainment—one where fulldome and projection arts intersect with everyday cultural moments, enriching lifestyle destinations through storytelling and sensory wonder. For planetarium directors, media creators, educators, and enthusiasts worldwide, this fusion of retail, art, and technology represents an inspiring blueprint for the future of immersive venues and experiential engagement.
Originally reported by IPM News via www.inparkmagazine.com on 2025-09-10 02:00:00.
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