Metrocentre expands leisure offering

Activate, an interactive group gaming attraction, is taking 10,000 sq ft at the shopping centre, the brand’s second UK opening following its launch at the O2 in London last December.

Due to be open in time for summer, Activate is a tech-led, competitive attraction where players jump, climb, and problem-solve in interactive game rooms.

Launched in Canada in 2017, it is being brought to the UK by leisure group We Do Play, which also operates entertainment ventures Flip Out and Putt Putt Social.

The attraction has since spread to 60 locations across Canada, the USA, and Dubai.

London was chosen as the springboard for Activate’s European launch, and now work has started on its first Northern location at the Metrocentre.

It will add to the centre’s experience-led offerings, including Treetop Golf, Clip ‘n Climb, and The Escapologist.

Activate is planning to start work on its third UK location in Leicester later this month, with another London branch set for Oxford Street in autumn.

Ben Cox, director at Sovereign Centros from CBRE, Asset Managers of Metrocentre, said: “Activate is unlike anything we currently have at Metrocentre, or indeed anything that exists in the North East, so it will offer a real point of difference to a destination that already dominates its region.

“We know there is growing demand from our visitors for more competitive socialising concepts and Activate is the perfect operator to deliver a dynamic and unique experience, one that at the moment can only be found in London.”

Rich Beese, co-founder of We Do Play, said: “Metrocentre felt like the perfect location for Activate’s first launch outside of London, already home to a fantastic variety of leisure concepts.

“The team at this incredible retail, leisure and entertainment destination are great to work with and we can’t wait to bring Activate to the North East.”