Immersive tech group clinches Manchester deal after float
Immotion Group, the immersive tech company behind virtual reality cinema pods, has partnered with LEGOLAND Discovery Centre Manchester.
Immotion has provided the multi-sensory VR experience pod and the content for The Great Lego Race. The attraction is the second of its kind in the world, with Immotion first installing the experience at LEGOLAND Discovery Centre Boston, USA.
The 360-degree attraction combines sight, sound and motion, allowing racers to enter the virtual world for two-and-a-half minutes, venturing across Rocky Mountains, rolling rivers and hot lava.
The deal comes just weeks after Immotion floated on the London Stock Exchange, listing its shares on the AIM market.
"We are proud of the immersive technology behind the pod and we believe it will boost the great family fun already on offer," said Martin Higginson, executive chairman of Immotion.
"This is one of Immotion's highest-profile VR experiences so far and shows that out-of-home VR is increasingly becoming a major part of the worldwide attractions and experiences industry."
Jenn McDonough, general manager of the Manchester cluster at Merlin Entertainments, added: "We're thrilled to be the first location in the UK to offer this amazing experience.
"We were the first LEGOLAND Discovery Centre in the UK, and remain the largest, so it is fitting that we are spearheading this entirely new concept. It's incredibly exciting to be a part of, and I'm certain our Lego fans are going to love it!"
Immotion Group was formed from the merger of Studio Liddell – a Manchester-based CGI studio, and C2K – Los Angeles based filmmakers.
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