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

29 : 10 : 2014 The Hoxton Holborn : Immersive Experience : The Backstage Tour

London – The Hoxton staged a night of immersive theatre escapades for the opening of its new Holborn hotel.

The Backstage Tour at the Hoxton Hotel by Arts Co, London The Backstage Tour at the Hoxton Hotel by Arts Co, London
The Backstage Tour at the Hoxton Hotel by Arts Co, London The Backstage Tour at the Hoxton Hotel by Arts Co, London
The Backstage Tour at the Hoxton Hotel by Arts Co, London The Backstage Tour at the Hoxton Hotel by Arts Co, London
The Backstage Tour at the Hoxton Hotel by Arts Co, London The Backstage Tour at the Hoxton Hotel by Arts Co, London
The Backstage Tour at the Hoxton Hotel by Arts Co, London The Backstage Tour at the Hoxton Hotel by Arts Co, London

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.