BBC Worldwide has appointed Brandnew Corporation to handle the running of the Doctor Who Experience, which will open to the public at London’s Olympia on February 20.
Brandnew has been briefed to manage the retail experience; set up the retail systems, plan the shop layout and determine the merchandise displays. It will also be responsible for staff recruitment, training and briefings for the interactive experience, exhibition and shop.
The Doctor Who Experience is to feature a walk-through adventure, where visitors can step into a full recreation of the Eleventh Doctor’s Tardis, and an exhibition featuring iconic Doctor Who props and costumes from its 47-year history.
This is the first ever fully immersive Doctor Who attraction – claimed to be an unprecedented opportunity for fans to step through a crack in time and take part in their own Doctor Who adventure in the role of the Doctor’s companion.
Their challenge will be to reunite the Doctor with the Tardis, while facing some of the best-loved and most-feared monsters from the hit series, including a Dalek spaceship and Weeping Angels.
BBC Worldwide head of UK retail Ian Wickham said: “We’re delighted to be working with Brandnew on this project. Some of the innovative plans we have, in particular with regards to new technology being applied at the Experience, are state of the art. This technological aspect of Brandnew’s capability made it a perfect fit for the Doctor Who brand and it was important that we took this into account when agreeing who to appoint for the Doctor Who Experience.”
Brandnew Corporation managing director Alex Johns commented: “This is a fabulous project and we are enormously proud to have won the commission. The Doctor Who Experience is a flagship initiative for BBC Worldwide so, as you’d expect, we were up against some of the best advisors in the business. Complementing our knowledge of temporary retail, we challenged ourselves to deliver ideas in keeping with the event – watch out for one or two out-of-this-world developments.”
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