Once an industrial icon perched on the banks of the Thames, Battersea Power Station has undergone one of the most remarkable transformations in London’s recent history.
Battersea Power Station has taken a major step towards becoming a cultural and experiential powerhouse with the launch of Neon, a new semi-permanent immersive destination. The venue has debuted with its first show: Jurassic World: The Experience.
Produced by NEON, the global immersive experience company behind Avatar: The Experience, Harry Potter: Visions of Magic, and numerous artefact-led exhibitions, this new venture is designed to entertain, educate, and immerse its attendees.
In our exclusive conversation with Amanda Lewis, managing director Europe and Kurt Baker, executive vice president of global marketing at NEON, we explore the creative decisions that set this version of Jurassic World; The Experience apart, and how immersive storytelling is shaping the next chapter of live experience culture.
Tell us about your relationship with Battersea Power Station and what excites you about this location:
We’ve worked with Battersea Power Station for quite a while now, and what they’ve done here is genuinely incredible. I have immense respect for how they’ve transformed the area into one of London’s most exciting destinations. People are still discovering it and crucially, they’re coming back. That repeat engagement is very exciting. It’s a brilliant development, and the team has been extremely supportive of what we’re doing.
How does your project fit into the Battersea vision?
I’d say we complete the puzzle for them. Up until now, they haven’t had a semi-permanent building to host location based immersive experiences. Jurassic World Experience is our first here, but certainly not our last. While it’s not our only Jurassic World Experience installation globally, this version will be followed by several other experiences.
Is this the same version that was at Excel London?
It’s similar, but this one’s slightly different. It’s spread across two floors and features a centrepiece that hasn’t been included in other versions. Each show evolves, we tailor the layout, the dinosaurs, and the storytelling slightly depending on the location.
What were some of the challenges in designing and installing the experience at Battersea Power Station, given its iconic architecture?
It wasn’t so much a challenge as it was an opportunity. The power station building and development is stunning, so of course, you can’t just put anything up. We created a ‘black box’ concept, a flexible space that can be themed in many ways. One floor can host one experience while another floor hosts something entirely different. We designed it with adaptability in mind. Being in Zone One, right in central London, in such a monumental building. Battersea still has plenty of development to go, they’ve only completed around two-thirds. There’s so much more to come.
How long has this project been in the works?
It’s been about five years since conversations between NEON and Battersea Power Station first began. The relationship has been incredibly supportive. The Chief Executive of Battersea has been actively involved, and Wandsworth Council has been great, too. We only broke ground in November, so it’s been full-on ever since.
Was Jurassic World Experience always the plan for this first experience?
Yes. When we first brought Jurassic World Experience to Excel, we already had plans to bring it to Battersea Power Station. The market responded so well that we knew it had to be the first thing we launched here, too.
Do you feel like this project sets the tone for immersive experiences in London?
Definitely. London is now a global hub for immersive experiences. People are shifting away from buying things – they want experiences, they want memories. When we opened, we told our staff they weren’t just opening a building, they were creating memories for hundreds of thousands of visitors. That’s something special.
Was this building specifically built for immersive experiences?
Yes, though not for Jurassic World Experience specifically. It was built with flexibility in mind for experiences like this. We’ve already mapped out several years’ worth of future content for the space. So once Jurassic World Experience leaves, the venue won’t sit empty, we’ll bring in other experiences, either from NEON or through partnerships.
What kind of content can we expect next?
Neon has a huge slate of content. We’ve worked with NBCUniversal on this project, and we also do Harry Potter: Visions of Magic in Singapore. That one gives visitors a wand and lets them influence the scenery. We have Avatar: The Experience, which has been in Singapore and Shanghai, with more locations to be announced soon. We also produce exhibitions on Ramses, Machu Picchu, Pompeii, and mummies, and we’re currently hosting an Auschwitz exhibit in Cincinnati.
How does this installation reflect NEON global vision?
This is one of our destination venues. In addition to Jurassic World at Gardens by the Bay in Singapore, we’ve just opened in Madrid and are launching a permanent venue in Bangkok this July. Our global touring shows are also active in China, Bogota, Mexico, across Asia, the US, and Europe. Having a base here in London, and specifically in a landmark development like Battersea, has been part of Neon’s strategy for a while.
What are your expectations for this launch?
More than anything, I want people to have a brilliant time, to come away totally entertained. That’s the reward. And the response so far has been fantastic. But just because we’ve opened doesn’t mean it stays static, we’ll keep evolving the experience.
Neon clearly tells stories. Beyond Jurassic, how central is storytelling to your work?
Storytelling is everything. We’re not just creating exhibitions, we’re creating worlds. Whether it’s through Harry Potter, Avatar, or ancient civilisations, each experience immerses visitors in a narrative. We believe in transporting people, in letting them step into stories. There’s a lot more to come.
NEON partners globally with major studios and brands including Disney and Marvel for Avengers S.T.A.T.I.O.N., 20th Century Studios for AVATAR: The Experience, Hasbro for Transformers: The Experience, NBCUniversal for Jurassic World: The Experience, and Lionsgate for The Hunger Games: The Experience.
It also collaborates with Warner Bros. Themed Entertainment on two new touring art experiences inspired by the Wizarding World and DC, with launches in Cologne and 2025 respectively.
In addition, NEON works with the governments of Peru and Egypt on original artifact experiences such as Machu Picchu, Ramses the Great, and other exhibitions including Pompeii: The Experience, Mummies of the World, Victoria the T. Rex, and Auschwitz. Not Long Ago. Not Far Away.
These partnerships have enabled the Group to bring compelling experiences that leave lasting memories to millions of visitors in more than 60 cities to date globally.
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