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Brief Published: 23 May 2012

Hotel Indigo’s Immersive Theatrical Experience


Hotel Indigo, located in the heart of London’s finical district in Tower Hill, has launched a plan to connect with its guests on a deeper level by inviting them to participate in an immersive theatrical experience that reveals hidden details of the hotel’s financial past.

Using the hotel’s previous guise as a prestigious bank as the inspiration for the experience, guests will be encouraged to join in the performances, which are being dramatically billed as tales of greed, love and deception.

Titled The Hit in reference to a historic heist that took place in the building’s own bank vault, the 50-minute performances, which will take place in locations all around the hotel, will run for three nights from May 25-27 2012.

The initiative is a fresh example of the way in which some brands are successfully using fantasy-scapes and site-specific cultural experiences to huge commercial benefit. See Immersive Theatre for more. 

Hotel Indigo