House of Dreamers will open at Immerse LDN, Excel Waterfront, on 26 June, adding a new family-focused immersive exhibition to London’s growing experience market.
Created by Italian designers Elena and Giulia Sella, founders of Postology, the exhibition has already attracted over two million visitors across international locations including Madrid, Milan and Paris. Its London opening signals continued demand for visually led, interactive attractions that combine set design, digital technology and social media appeal.
A Touring Format With Proven Global Reach
The exhibition is built around 16 installations, each linked to a motivational theme and designed to support high levels of audience participation. For operators and producers, the format demonstrates the commercial strength of modular immersive exhibitions that can tour across major cities while retaining a consistent creative identity.
House of Dreamers uses bold colour, sculptural environments and interactive media to create a sequence of themed rooms. These include a large pink ball pit, a fairytale forest setting, cloud swings, animated screens and projection-led features.
The London edition will also include AI-supported interaction, including a Dream Machine that generates an image of visitors in aspirational job roles. Another feature uses digital scanning to animate animal drawings within a fantasy forest environment.
Interactive Technology And Set-Led Storytelling
For the visitor experience sector, the exhibition reflects a wider shift towards installations that prioritise participation, personalisation and visual shareability. Rather than relying on passive observation, the format encourages visitors to move through a series of designed moments that combine physical play with digital response.
This approach offers value for venue operators, landlords and destination managers seeking attractions that can appeal across age groups, support dwell time and generate strong online visibility. The format also creates opportunities across scenic production, AV integration, retail design, ticketing, staffing and venue operations.
The inclusion of a Dream Store at the end of the route adds a commercial layer to the experience, linking exhibition themes with merchandise and memory-led retail. For attraction developers, this demonstrates how retail can be integrated into the narrative rather than treated as a separate exit point.
London’s Growing Immersive Exhibition Market
Immerse LDN at Excel Waterfront is becoming an increasingly relevant location for large-scale experience formats. House of Dreamers adds to the area’s offer by bringing a proven international concept into a venue environment designed for cultural, entertainment and event-led programming.
The project also highlights the continued growth of themed, design-led experiences that sit between exhibition, attraction and branded environment. Its use of AI, projection, physical sets and participatory design reflects the broader direction of the immersive sector, where operators are seeking formats that feel distinctive, flexible and commercially repeatable.
For B2B audiences, House of Dreamers provides a clear case study in how touring immersive exhibitions can combine creative design with operational scalability. Its arrival in London points to sustained investor and venue interest in visually rich experiences that support audience engagement, secondary spend and destination appeal.
