Access All AreasBritish immersive entertainment producer Layered Reality is to stage its Elvis Evolution event at Excel’s new Immerse LDN entertainment district.
Billed as featuring sights, sounds and even the smells from Elvis’ career, Elvis Evolution will use technology including generative AI, augmented reality and projection to create a multi-sensory immersive environment for fans of the rock’n’roll icon.
Layered Reality has partnered with Elvis Presley Enterprises and Authentic Brands Group, the custodians of the Elvis Presley estate, and as a result has been granted access to thousands of Elvis’s personal photos and hours of the star’s home-video archive.
Due to launch in May, Elvis Evolution will be the third event to open at Immerse LDN, following The FRIENDS Experience: The One In London and The Formula 1: The Exhibition.
Layered Reality founder and CEO Andrew McGuinness said Elvis Evolution is a next generation tribute to a musical legend: “Elvis maintains superstar status globally and people around the world no longer want to sit and passively receive entertainment – they want to be a part of it.”
Elvis Presley Enterprises managing partner Joel Weinshanker said the show pushes the boundaries of how his legacy has been experienced: “Layered Reality’s immersive approach will allow fans to truly step into Elvis’ world and feel the energy and spirit of his music in an unprecedented way.”
Earlier this year it was reported that Pophouse Entertainment, the lead investor in the hugely successful virtual concert series ABBA Voyage, had met with the owners of Elvis Presley’s intellectual property with the aim of returning him to the stage as a digital avatar for a live show series.
According to a Financial Times report, Pophouse met with investment company Authentic Brands Group, which owns the rights to Presley’s image and likeness, and music rights owner Sony Music. The negotiations were understood to have centred on forming a commercial partnership as opposed to the acquisition of the music rights or IP.