Nestled within one of the UK’s most beloved retail destinations, Gunwharf Quays in Portsmouth, a groundbreaking new immersive experience is set to redefine how audiences engage with entertainment and retail alike. This autumn, the UK will welcome its first large-scale immersive projection domes through a pioneering collaboration between Holovis, a leading experience designer, and Landsec, one of the country’s foremost real estate companies. The launch of ApolloDomes promises to transform ordinary shopping trips into extraordinary journeys, blending technology and storytelling on an unprecedented scale.
With two indoor domes spanning 19 meters each, ApolloDomes offers visitors a rare opportunity to step into stunningly vivid worlds crafted from cutting-edge audiovisual technology. This immersive theatre experience capitalizes on the surging appetite for experiential entertainment, responding to visitors’ desire for dynamic, multi-sensory environments that entertain, engage, and inspire.
Ben Padley, Head of Consumer at Landsec, emphasizes this vision, stating, “By bringing Holovis’ next-generation immersive entertainment to the UK 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 reflects a larger retail trend where shopping centers evolve into vibrant hubs where entertainment, dining, and retail seamlessly blend, creating enriched community spaces.
Holovis CEO Stuart Hetherington expands on the unique nature of ApolloDomes: “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 company’s award-winning creative team, known for their work with global giants such as Alton Towers, SeaWorld Yas Island, and Legoland New York, has crafted these experiences to perfectly blend storytelling with spectacle.
A notable addition to the project is the involvement of renowned producer Mark Hurry, whose history with immersive theatrical hits like Immersive Peaky Blinders and Doctor Who – Time Fracture promises a high-caliber narrative touch to ApolloDomes’ offerings. This collaboration is poised to set a new benchmark for immersive entertainment within the UK’s retail spaces by marrying technologically advanced environments with compelling, interactive stories.
Architecturally, each ApolloDome is designed to captivate and envelop audiences in a vivid 360-degree environment. The utilization of large-scale projection domes allows for visually spectacular presentations, powered by cutting-edge audiovisual systems that create a truly multi-sensory environment. The immersive approach is not just about visual spectacle but about engaging all senses to heighten the audience’s connection to the narratives being presented.
The focus on seasonal programming, including the Halloween-themed “Pumpkinville” and a festive Christmas edition, speaks to the venue’s dynamic approach—crafting experiences that evolve throughout the year, enticing visitors back for fresh, innovative adventures. This flexibility and responsiveness to audience interests are crucial in sustaining engagement in the immersive experience market.
In the global context, ApolloDomes aligns with the growing trend where fulldome venues expand beyond their traditional roles as educational planetariums into centers for artistic expression and immersive storytelling. Like other pioneering venues worldwide, it embraces cutting-edge projection technologies—such as 4K laser systems and hybrid audiovisual solutions—that push the boundaries of what fulldome environments can achieve.
Beyond its impact on visitors, ApolloDomes exemplifies a broader shift in immersive arts and sciences. It creates new exhibition opportunities for artists and content creators, supports innovation across entertainment and retail sectors, and importantly, engages diverse audiences—including those traditionally underserved by immersive venues. The partnership between Holovis and Landsec serves as a model for how immersive experiences can integrate into everyday social spaces, enhancing community interaction and accessibility.
Holovis’ recent expansion into Southport with a new innovation centre underlines its commitment to pushing the frontier of immersive experiences further. By establishing ApolloDomes at Gunwharf Quays, they are not only delivering a captivating venue but also cultivating a cultural hub where creativity, technology, and commerce intersect.
As immersive media continues to evolve, ApolloDomes stands as an inspiring example of how fulldome experiences can expand beyond educational planetaria to become compelling, seasonal theatrical adventures enriching the cultural and commercial fabric of their communities. This pioneering initiative heralds an exciting future for fulldome venues worldwide, where interactivity, storytelling, and cutting-edge technology coalesce to create truly unforgettable experiences.
Originally reported by Rebecca Hardy via blooloop.com on 2025-09-10 03:33:00.
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