Manchester-based virtual reality firm Immotion Group is opening additional sites in UK shopping centres following a deal with intu.
In July, Immotion floated on the London Stock Exchange’s AIM market, raising £5.75m through the placing of 57.5m shares. The firm offers consumers immersive VR experences in shopping centres and other locations.
Now it has opened an additional ImmotionVR Centre at intu St Davids in Cardiff and plans a further three sites at intu Derby, Newcastle and Uxbridge. This will bring the number of outlets they own and operate to seven, in addition to the sites operated by concession partners.
An existing concession in Manchester’s Arndale Centre will be relocated to a more prominent positon on the site.
Immotion Group was set up by tech and media entrepreneurs Martin Higginson and David Marks, with Sir Robin Miller as chairman. The business makes VR cinema pods that combine sight, sound and motion for an immersive experience.
“We are incredibly excited to be working with intu to expand our portfolio of ImmotionVR outlets across its impressive portfolio of some of the UK’s most popular shopping locations,” Higgonson said.
“Riding on the success of our existing VR centres, this roll out will positively impact our revenues. We look forward to bringing more high quality VR experience centres to more consumers across the UK, many of whom are trying VR for the first time, in the coming months.”
Roger Binks, customer experience director at intu, added: “intu centres are focused on creating these kinds of compelling experiences for our customers to enjoy and we’re excited to provide yet another new brand with a fantastic opportunity to flourish across the UK.”
Immotion’s first concession seats were installed following partnerships with the Lego Discovery Centre in Boston and Genting’s Resorts World Birmingham.
