Outernet is london’s most visited attraction
Outernet, London.
Outernet, London’s newest cultural landmark, is celebrating a significant achievement as it marks its first anniversary with over six million visitors. This achievement not only solidifies Outernet as London’s most visited attraction but also places it among the top-tier attractions across the UK. With over 6.25 million visitors at its flagship space, The Now Building, Outernet offers a unique blend of immersive exhibitions and experiences, all accessible to the public free of charge.
It’s also quietly come out of nowhere in London to reach such numbers in the space of a year. It now positions Outernet ahead of established icons such as The British Museum and the Natural History Museum, according to recent data from the Association of Leading Visitor Attractions (ALVA). This underscores Outernet’s rapid ascent as a cultural destination of choice.
VLADA immersive experience
The Now Building at Outernet spans 23,000 square feet and features state-of-the-art screens complemented by a concert-level audio system, delivering unparalleled immersive experiences. This innovative space has also introduced three new music venues, including HERE at Outernet, boasting a 2000-person capacity—the largest venue to debut in central London since the 1940s.
Throughout its inaugural year, Outernet has prioritized collaboration with leading creative and cultural institutions, fostering partnerships with well known names such as Ridley Scott, Royal College of Art, National Trust, Serpentine Gallery, The BRIT Awards and Abbey Road Studios. These collaborations have enriched Outernet’s offerings, creating dynamic exhibitions and events that resonate with a diverse audience.
Brit Awards 2024
Additionally and interestingly for Cultural Capital readers, Outernet has also emerged as a pivotal platform for brands seeking innovative ways to engage with consumers. Major brands such as Netflix, L’Oréal, Marc Jacobs, Uniqlo, Burberry, YouTube, TripAdvisor, Peugeot, Amazon, Nespresso, Xbox, Meta and many more have leveraged Outernet’s unique environment to connect with audiences in unprecedented ways. This convergence of cultural immersion and brand engagement has defined Outernet’s role as a catalyst for creative synergy.
Nespresso at Outernet
Philip O’Ferrall, President and CEO of Outernet, expressed his enthusiasm for the milestone, stating:
“In just one year, we are thrilled to have achieved this record-breaking level of visitor numbers. Outernet represents innovation and risk-taking in cultural experiences, and we are proud to offer free immersive exhibitions alongside partnerships with leading brands.”
As Outernet continues to redefine cultural engagement in London, its first anniversary marks not only a celebration of success but also a testament to its growing influence on the city’s cultural landscape.
Below is ‘The Butterfly Trail,’ by Pixel Artworks, the immersive experience studio. They developed a mixed reality experience that has multiple world-first technology features and launched at Outernet, reinforcing its credentials as the immersive entertainment destination.
