Playing around: The Hoxton Holborn opens with night of immersive theatre

The Backstage Tour, a show from creative production agency Arts Co, took guests on a whirlwind journey through the hotel, around restaurants, up stairwells and into rooms as part of the experience.

A satire on the contemporary world of showbusiness, art and celebrity culture, guests met a hopelessly disorganised director and prima donna actors as they struggled to prepare for the opening night. They were then treated to a meal at the Chicken Shop, the hotel’s chicken rotisserie, and to cocktails before retiring for the night in one of the 174 rooms.

‘[Immersive theatre] offers genuine, active engagement with the brand and the ability to highlight different parts of that brand. You can bring to life history and heritage, alongside brand values. It’s a completely unique and tailored experience,’ Isabella Macpherson, co-founder of Arts Co, tells LS:N Global.

For more on how immersive theatre has been used in the hospitality industry, read our Innovate on the Corinthia Hotel London’s work with Look Left Look Right.