Partner Article

iFLY selects The O2 for London debut

Waterfront Limited Partnership, a joint venture between AEG and Crosstree Real Estate Partners, who own and operate Icon Outlet and the Entertainment District at The O2, has announced iFLY, the indoor skydiving experience, is set to open at The O2 mid-December 2022, in what will be the company’s first London location.

The new unforgettable leisure experience, located within the Entertainment District at The O2, will allow beginners and professionals alike to experience the thrill of indoor skydiving. iFLY will be a heart-pounding addition to the destination’s already extensive leisure offering, joining the likes of TOCA Social, Boom Battle Bar, Hollywood Bowl and Oxygen Freejumping. The O2 will be the company’s fourth iFLY location within the UK, following its huge success with over 90 sites worldwide.

Using state-of-the-art wind tunnel technology, iFLY is partnering with Wilten Construction for the build. The wind tunnel will be built with fans to create wind speeds that stimulate the freefall element of a skydive, with sessions set to last between 45 and 60 minutes. A 360-degree viewing platform will also be available for visitors to observe the attraction.

Simon Ward, CEO of iFLY, commented on the signing: “We’re delighted to be working alongside Wilten and The O2 on our fourth iFLY UK location, right in the heart of one of the world’s most iconic leisure and entertainment destinations. As the visionaries in our industry, it’s vital we continue to research and develop new technologies and locations to deliver the dream of flight to more and more people. iFLY is for everyone, any background, any ability and any age, so we’re extremely proud to have the support of the local authority, as well as a host of other partners, as we bring the fully inclusive sport of Indoor Skydiving to The O2 in London.”

Janine Constantin-Russell, Managing Director at Icon Outlet at The O2 and the Entertainment District added: “To be chosen for yet another London first truly highlights the opportunity available within this destination. The Entertainment District at The O2 is consistently evolving, and we are always exploring new and unique concepts to bring to our all-encompassing, day-to-night leisure offer. It is so exciting to have an additional family-focused experience for our visitors to enjoy, whether they are local or from afar, and we’re looking forward to seeing this concept thrive when it opens at the end of the year.”

This news follows the strong summer trading period seen at The O2, with the Entertainment District’s performance up by 56% on 2019 and Icon Outlet’s sales up 28% over the same period, as well as destination footfall growing by +28% compared to 2019.

Both parties dealt directly.

This was posted in Bdaily's Members' News section by Nick Thornton .