Commercial property developer Landsec has teamed up with location-based entertainment specialist Holovis to deliver immersive experiences across the UK that mimic the Las Vegas Sphere, but on a smaller scale.  

These 19-meter attractions are called ApolloDomes, and they will feature a mix of Holovis’ AV technology, projection mapping, mixed-reality systems and theatrical productions to create interactive and sensory experiences for guests both inside and outside the structures. Unlike the Sphere, though, these domes aren’t locked to a single location and will travel together in pairs to pop up at several UK retail destinations this year, starting with Gunwharf Quays in Portsmouth, England on September 17. 

Landsec and Holovis have kicked off their partnership by developing a seasonal attraction themed around Halloween. During the day, the Pumpkinville dome will feature an interactive Spook-Ademy experience for kids and families that follows an eccentric professor as he uses projections and sounds to teach guests how to become a scary scholar. Then at night, the experience changes tone to entertain grown-ups, projecting vintage horror films and an intense seance experience called The Summoning. A Christmas experience has also been planned, although the companies have not released any details about it yet.

Leading the charge to develop ApolloDomes into a household name is former Showtime Theatre Productions CEO and attractions specialist Mark Hurry, who joined the team earlier this year. Prior to this, he created a range of branded location-based entertainment experiences, including productions for Peaky Blinders, Doctor Who and The Great Gatsby. Hurry plans to partner with other big brand owners in the entertainment industry to create new experiences for the domes that can appeal to audiences of all ages. 

In the US market, the Las Vegas Sphere is experiencing major success with its reimagined screenings of iconic 1939 musical The Wizard of Oz, which opened in August. This new edition of the film uses AI-enhanced visuals, drones, haptics, 750-horsepower fans and live performers to create an experience for guests that reportedly generates more than US$2 million in ticket sales every day. Reportedly considering Harry Potter and Star Wars, the Sphere team is actively looking to adapt more family franchises for the massive 16K screen.