Attraction design company Scruffy Dog Group has been awarded a major design and build entertainment project by UK broadcaster ITV and Lifestyle Outlets, part of developer Peel Land and Property, with a multi-million pound value, due to open in 2020.
ITV, which recently confirmed an anchor tenancy agreement with Lifestyle Outlets, will be opening the big brand immersive leisure attraction next year.
Based at Lowry’s new Watergardens development in Manchester, UK, the 30,000sq.m attraction is set to deliver a “high-energy experience; the first of its kind.”
Scruffy Dog’s chief executive officer, Joe Bright, and his creative team have been working closely with both ITV and Peel’s team over the past 12 months, conceptualising the IP experience.
“We are thrilled to have been awarded this project,” Bright said. “Working with Peel and ITV has been an absolute pleasure. The decision to develop this prime time IP into an immersive experience has meant that during the design process we have been able to really push the boundaries in terms of innovation and creativity. The whole team is looking forward to seeing the concept come to fruition - it’s going to be incredible.”
