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Rebecca Wayman

The force is strong with Westfield London as new Star Wars attraction opens

Continuum Attractions has announced a partnership with US-based startup, The VOID, to bring a Star Wars-themed, hyperreality experience to the UK.

Star Wars: Secrets of the Empire is opening in London next month (December 2017), and the experience produced in collaboration with Lucasfilm and ILMxLaB, is to launch at Westfield London.

Kevin Smith, group attractions director at Continuum Attractions, said: “We expect guests to visit because they love the Star Wars brand and leave having experienced something absolutely brand new.

“This is an experience that everyone will be thrilled by. Forget virtual reality or even augmented reality, Star Wars: Secrets of the Empire opens up the new immersive world of hyperreality with touch, sounds and smells. This will be [a] must-do event.”

Continuum Attractions will operate the pop-up experience in its first location, Westfield London, and then Westfield in Stratford City.

Sarah Marsh, chief experience officer of The VOID, commented: “Continuum Attractions is our trusted operating partner for this new adventure.

“It has been a fast-paced design, build and development of the operation here in London, with a very short lead into the launch of tickets and opening date. Continuum Attractions was able to deliver this. There are now plans forming to take the attractions across Europe.”

The VOID is also simultaneously opening Star Wars: Secrets of the Empire, in Disney Springs at Walt Disney World Resort in Orlando, Florida.

Continuum Attractions previously operated the Emirates Cable Car in London, an exhibition for EMI and helped develop The Crystal, a Siemens attraction in London’s Royal Docks.

Star Wars: Secrets of the Empire is available for pre-booking now.

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