Once a industrial icon misled by the banks of the Thames, Battersea power plants have experienced one of the most notable changes in London’s recent history.
Battersea Power Plant has taken a major step towards becoming a cultural and experiential powerhouse with the launch of Neon, a new, immersive destination. The venue debuted with its first show, Jurassic World: Experience.
The global immersive experience company behind Neon-produced Avatar: The Experience, Harry Potter: Visions of Magic, and numerous artificially driven exhibitions, the new venture is designed to entertain, educate and immerse participants.
We explore the creative decisions that set this version of Jurassic World in an exclusive conversation with Amandale, managing director of Europe, Neon’s Executive Vice President of Global Marketing. The experience is far apart and how immersive storytelling shaped the next chapter of live experience culture is shaped.
Tell us about your relationship with the Battersea Power Plant and what excites you about this location.
We’ve been working with Battersea power plants for quite some time and what they’ve done here is really incredible. I admire how they transformed the area into one of London’s most exciting destinations. People are still discovering it, and, decisively, they are back. That repetitive engagement is very exciting. It’s an amazing development and the team is very supportive of what we do.
How will your project fit into Battersea’s vision?
I think we’ll complete the puzzle for them. Until now, they had no half-major buildings to host a location-based, immersive experience. The Jurassic World Experience is the first here, but certainly not our last. Although it is not the only installation to install the Jurassic World Experience, this version is followed by several other experiences.
Is this the same version that was in Excel London?
It’s similar, but this is a bit different. It spreads out on the second floor and features a centerpiece that is not included in other versions. Each show evolves and slightly adjusts layout, dinosaurs and storytelling depending on location.
Considering the iconic architecture, what are the challenges of designing and installing experiences at Battersea Power Station?
It was a chance, so it wasn’t a big challenge. The building and development of the power plant are amazing, so of course nothing can be set up. We created the “black box” concept. This is a flexible space that can be thematic in many ways. One floor can host one experience, while another can host something completely different. It was designed with adaptability in mind. Located in Zone 1 in the heart of London, in such a monumental building. Battersea still has a lot of development, and they’re only completed about two thirds. There are many more to come.
How much work is being done on this project?
It’s been about five years since the conversation between Neon and Battersea power plants first began. The relationship was very supportive. Battersea CEO was actively involved and the Wandsworth Council was amazing too. We only broke in November, so it has been perfect ever since.
Was the Jurassic World Experience always a plan for this first experience?
yes. When we first brought the Jurassic World Experience to Excel, we already had plans to bring it to the Battersea Power Plant. The market responded so well that I knew it had to be the first thing that was launched here.
Do you think this project sets the tone for an immersive experience in London?
absolutely. London is now a global hub for immersive experiences. People are shifting away from buying things – they want experiences, they want memories. When we opened, we said that staff were not only opening the building, but also creating memories for hundreds of thousands of visitors. That’s special.
Was this building specially built for an immersive experience?
Yes, not particularly in the Jurassic world. It was built with flexibility in mind for such experiences. We’re already mapping years’ worth of future content for the space. Therefore, once the Jurassic World Experience leaves, the venue will not be empty. Bring other experiences through neon and partnerships.
What kind of content can you expect next?
Neon has huge content. We have been working with NBCuniversal on this project. I’m also doing Harry Potter from Singapore: Magical Vision. It gives visitors a cane and they influence the scenery. We have experience in Avatars: Singapore and Shanghai, with more and more places to be announced soon. He also has produced exhibitions on Ramses, Machu Picchu, Pompeii and Mummies, and is currently hosting an Auschwitz exhibition in Cincinnati.
How does this installation reflect the Neon Global Vision?
This is one of the destination venues. In addition to Jurassic World, Gardens with Singapore’s Bay, we have just opened in Madrid and launched a permanent venue in Bangkok this July. The Global Tour Show is also active in China, Bogota, Mexico, Asia, the US and Europe. Building on groundbreaking developments like here in London, particularly Battersea, has been part of neon strategies for some time.
What are your expectations for this launch?
Above all, I hope people have a great time and are totally entertained. That’s the reward. And the reaction so far has been amazing. But just because we open doesn’t mean it stays static, but we continue to evolve our experience.
Neon clearly tells the story. Beyond Jurassic, how central is storytelling to your work?
Storytelling is everything. Not only are they creating exhibitions, they are creating the world. Whether through Harry Potter, Avatars, or ancient civilizations, each experience immerses visitors in the story. We believe in transporting people and stepping into stories. There are so many more.
Neon will partner globally with major studios and brands, including Disney and Marvel for Avengers Station, studios for 20th century avatars, Experience, Hasbro of Transformers, Experience, NBCuniversal: Experience in Jurassic World, and Lionsgate: Experience: Experience in the Hunger Games.
It will also be launched in collaboration with Warner Bros.-themed entertainment, with two new tour art experiences inspired by Wizarding World and DC, at Cologne and 2025, respectively.
Additionally, Neon has worked with the governments of Peru and Egypt to collaborate on original artifact experiences such as other exhibitions such as Machu Picchu, Ramses the Great, and Pompeii. A while ago. Not far.
These partnerships have enabled the group to bring persuasive experiences that will leave lasting memories for millions of visitors in more than 60 cities around the world.
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