Hyper Reality Experience™ Launches in Trinity Leeds in UK first
Land Securities’ Trinity Leeds has become the first UK shopping centre to provide its customers with the Virtual Reality (VR)-Powered Hyper Reality Experience™. Trinity Leeds, widely regarded as Europe’s most digitally enabled shopping centre since its launch in 2013, will cement its innovative reputation with the launch of Tick Tock Unlock – the immersive virtual reality experience – later this week. Tick Tock Unlock will occupy a new 665 sq ft unit on the centre’s first floor adjacent to River Island.
As technology advances and implementation tools are perfected, VR has grown exponentially across various sectors and Trinity Leeds is at the helm of this growing trend within the commercial property industry. Continuing its commitment to fostering local brands, Trinity Leeds has chosen Leeds-based Tick Tock Unlock to help establish this record for the shopping centre.
Developed by former J.P. Morgan executive Ali Khan, Tick Tock Unlock delivers a new concoction of entertainment that combines video game, virtual reality, real-world and theatrical production. The VR-Powered Hyper Reality Experience™ offers six immersive storylines that allow players to experience a free-roaming, live action challenge that has to be physically completed, but takes place in the playground of a virtual world. The full experience is brought to life by 20 experts in game development, set design and storytelling.
Ali Khan, Director at Tick Tock Unlock, states: “We are hugely excited that our first UK experience will launch in Trinity Leeds, in the heart of the city where our company is head-quartered and everything began. This will be the first real taste of virtual reality for the British public in a gaming and live action environment. I am confident that Hyper Reality Experience will prove to be a leader and pioneer in virtual reality entertainment and partnering with Land Securities will help it to get there.”
Rob Jewell, Portfolio Director at Land Securities commented, “Trinity Leeds has established a reputation locally and internationally for orchestrating unprecedented memories for every single visitor to the centre – and Tick Tock Unlock will do just that. Signing Tick Tock Unlock is more than extending Trinity’s well-established leisure, entertainment and innovation offer, it’s adding a new dimension for Leeds and the whole of the UK that has never existed in a shopping centre environment before. Trinity Leeds is fulfilling Land Securities’ commitment to providing our customers with leading brands, latest technology and truly unforgettable experiences.”
Trinity Leeds has been a catalyst in Leeds’ resurgence, helping to raise the city’s global recognition by winning international awards and national status as a retail, leisure and innovation hub. Trinity maintains its commitment to Leeds by launching Tick Tock Unlock to coincide with the start of the Leeds International Festival on 22 April further bolstering Leeds as a global centre of excellence, innovation and advancement.
JLL acted for Land Securities. Tick Tock Unlock acted for itself.