A new immersive Pokémon experience is set to debut in Europe in spring 2027, bringing one of the world’s most valuable entertainment franchises into a touring location-based format.
The project is being developed by The Pokémon Company International, Mitsui Fudosan and Moment Factory. It will be designed for select locations, with the creative concept focused on allowing participants to take on the role of a Pokémon Trainer through interactive technology, spatial storytelling and themed environments.
For attractions, live experience and destination operators, the announcement signals continued confidence in major IP as a driver for ticketed, touring entertainment. Pokémon’s multi-generational audience, global recognition and extensive content universe give the project strong foundations for international rollout, particularly in markets where audiences are already familiar with the brand through games, animation, films and trading cards.
Moment Factory Brings Experiential Production Expertise
Moment Factory will lead the experience design and production approach, drawing on its background in large-scale immersive environments. The Montreal-based studio has delivered work across entertainment, public spaces, live music and cultural venues, with recent projects including high-profile visual work for Phish at the Las Vegas Sphere.
For a franchise such as Pokémon, the challenge lies in translating a well-known digital and animated universe into a physical format that supports movement, participation and emotional connection. The project is expected to use interactive systems and story-led design to give visitors a more active role, rather than presenting the IP through static displays or screen-based content alone.
This approach reflects a wider shift in themed entertainment, where audiences increasingly expect recognisable brands to be presented through multi-sensory, participatory formats. For producers, it also highlights the importance of aligning technology with the rules, tone and character behaviours of the source material.
Strategic Partnership With Mitsui Fudosan
The Pokémon experience also marks the start of a long-term strategic partnership between Mitsui Fudosan and Moment Factory. The companies have worked together previously for a project at Kyoto Botanical Gardens on Light Cycles, This project linked to the site’s 100th anniversary.
Mitsui Fudosan’s involvement is significant for the visitor experience market. As one of Japan’s largest real estate companies, it brings property, destination and asset development expertise to the partnership. Combined with Moment Factory’s creative production capability, the relationship points to a model where immersive experiences are developed as entertainment products and as tools for place activation and audience development.
For landlords, retail destinations and mixed-use developers, touring IP-led attractions can support footfall, extend dwell time and give physical spaces a stronger cultural offer. The Pokémon project is likely to be watched closely by European venues seeking high-profile content with broad market appeal.
Building New Value Around Fandom
The Pokémon Company International has positioned the experience as a new way for audiences to engage with the Pokémon world, using participation and shared adventure as central themes. Rather than relying solely on nostalgia, the touring format offers a way to connect existing fans, younger audiences and family groups through a common branded environment.
For the wider sector, the project underlines the commercial and creative potential of fandom when supported by strong production partners and a scalable touring model. It also shows how established entertainment franchises can continue to expand beyond screens and retail products into live, destination-based formats.
As the European debut approaches, the project will provide a valuable case study in how global IP, immersive design and real estate partnerships can combine to create touring experiences with international reach.
