Immersive Theatre Takes Centre Stage: From ‘Elvis Evolution’ to ‘Squid Game Houses

Immersive theatre has arrived in London — and it’s not your grandmother’s West End. Productions such as Elvis Evolution and Squid Game: The Experience are rewriting the rules of live performance, transforming passive audiences into active participants in stylised worlds of spectacle and story.

Why Immersive Theatre Is Having a Moment

Once niche and experimental, immersive theatre is now a full-blown entertainment market. According to the Financial Times, immersive shows are part of a “gold rush” in experiential entertainment as audiences seek events beyond screens and social media. Financial Times+2The Guardian+2 London has emerged as a global hub for this shift.

These events trade traditional proscenium setups for multi-room journeys, interactive tech, and recognizable intellectual property (IP) such as Netflix’s Squid Game or pop-culture icons like Elvis Presley. The result: theatre that blends museum, club, and game into one.

London’s Big Immersive Hits

Elvis Evolution launched in 2025 at the ExCeL Centre in east London and presents a multi-sensory walkthrough of Elvis Presley’s life — from his Mississippi childhood to global stardom — using live actors, AI footage and themed bars. Despite its ambition, the show has divided opinion: ticket prices of up to £300 and the absence of promised holograms sparked criticism.

Meanwhile, Squid Game: The Experience, set at the same venue, invites participants to take part in five games inspired by the hit Netflix series (including “Red Light, Green Light” and “Marbles”), immersed in a Korean-style night-market environment. Tickets begin at around £34.10. squidgameexperienceuk.com+1

Together, these shows demonstrate how immersive theatre is aligning with popular culture, high-tech production and consumer experience.

What Makes These Experiences Different

What sets immersive theatre apart from regular theatre? Three key features:

• Interactivity: Rather than sit and watch, audiences move through spaces, make decisions or participate in games.

• Tech integration: Shows use projection mapping, AI audio/visual effects, wearable tech and spatial design to create sensory impact.

• IP leverage: By drawing on well-known stories or brands, productions begin with built-in fanbases and emotional stakes.

The FT notes that immersive shows are increasingly backed by major media groups who believe in the business model of branded experiences. Financial Times But the same source warns that success is “far from certain” — high production costs, variable ticket prices and audience expectations remain risky.

Final Thought

As immersive theatre moves from fringe art to mainstream spectacle, London is staking its claim as a global playground for high-end live experiences. Whether you’re battling your nerves in Squid Game or strolling through gaming-diner-bar sets in Elvis Evolution, the message is clear: theatre is no longer just something you watch — it’s something you live.

And for the audience that expects something more than comfortable seats and a drink, that’s exactly the kind of luxury they’re after.