Beyond the Frame:
A City of New Realities
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Introduction
London is at the forefront of the immersive technology revolution, with a dynamic and diverse tech talent pool and a commitment to driving digital innovation.
This sector is transforming the future of tech, with the UK market for immersive technology currently valued at approximately £3.7bn, and is projected to surge to more than £11bn by 2030 [1].
Within London, the sector boasts a turnover of £757m, with the number of immersive businesses soaring by 93% between 2019 and 2023 [1]. From creative industries to life sciences and edtech, London's immersive technology ecosystem spans across a range of sectors, offering exciting opportunities for growth and collaboration.
Discover why London is the perfect destination to expand your business and learn how different sectors connect to form a vibrant network of digital innovation.
Journey through London's immersive tech landscape and explore the key innovation hubs driving the city's cutting-edge advancements.
Travel Map of Immersive London
First stop: SOUTH BANK
Where creativity meets immersive innovation

London's South Bank is an area where culture and immersive tech collide. It is home to iconic institutions like the British Film Institute (BFI) and the London Film Festival (LFF), both at the forefront of showcasing groundbreaking immersive content. One example is Expanded, a programme that runs during LFF of immersive art and extended reality (XR), including an immersive games lounge [2].
Across London, many captivating immersive entertainment experiences have drawn visitors from around the world, including Frameless, an immersive art exhibit, and ABBA Voyage, which alone has contributed £1.4bn to the UK economy [3] and attracted 1.1 million visitors to London since launching in May 2022 [4].
This wave of innovation thrives in London's unique environment, where a tech-savvy audience of early adopters is always eager to explore the latest technologies and push the limits of creative expression. Within the UK, the market for immersive technology is expected to continue growing by more than 24% between 2025 and 2030 [5].
Next stop: SHOREDITCH
The heart of London's startup scene
London boasts Europe's leading startup ecosystem [6], and one of the most vibrant stops on this journey is Shoreditch. Known for its dynamic tech scene, Shoreditch is a thriving hub of innovation, thanks to its proximity to top universities, creative industries and venture capital firms. Here startups, tech giants and creative pioneers come together to shape the future [7].
Shoreditch is a magnet for immersive technology innovation. It is home to companies like Poplar Studio, which uses augmented reality (AR) to create virtual try-on tools and home decor for brands to engage customers in new ways [8]. Also in the neighbourhood is Immersive Gamebox, which is pushing boundaries with cutting-edge immersive gaming experiences that transform traditional entertainment [9].
A short journey away from Shoreditch is Stratford, home to the London College of Fashion, where the Fashion Innovation Agency (FIA) collaborates with brands to bring immersive tech into retail and fashion. Projects include virtual fashion shows and augmented reality shopping experiences, giving consumers interactive, 3D views of collections [10].

"London stands at the forefront of immersive technology, where creativity, fashion, culture, and innovation intersect. At London College of Fashion, our groundbreaking work is redefining storytelling, blending digital experiences with innovation to shape the future of how narratives are crafted, shared, and lived in this dynamic city."
Fashion Innovation Agency, London College of Fashion

Next stop: WHITECHAPEL
London's life sciences hub
London is an expanding centre of life sciences excellence, with more than 2,500 life sciences companies in the city. The sector contributed £11.6bn to the capital's economy in 2021-2022 [11]
Whitechapel in east London is one of the city's many thriving life sciences hubs where immersive technology is revolutionising healthcare. Through AR, virtual reality (VR), and mixed reality (MR), healthcare is being propelled into the future. These immersive technologies are transforming patient care and medical training, enabling surgeons to practice complex procedures in risk-free virtual environments, leading to better outcomes in real-world surgeries.
The Royal Free London was the first UK trust to use an augmented reality platform to direct operations remotely. The technology, known as Proximie, allows surgeons to make precise procedural annotations on their device screens to guide colleagues at other hospitals in real time, meaning patients nationwide could benefit from the Royal Free's clinical expertise without needing to travel [12].
Next stop: GREENWICH PENINSULA
Where sustainability and innovation meet
London is a global leader in sustainable development with areas like Greenwich Peninsula, a thriving urban community with sustainability at its heart.
As a focus on green urban development intensifies, immersive technologies are playing a key role in shaping smart cities and environmental solutions. From using AR for climate awareness to creating interactive visualisations of eco-friendly initiatives, London is leading the charge in sustainable innovation. Companies like Darabase offer a turnkey platform for businesses looking to create immersive, location-based augmented reality experiences layered seamlessly onto the real world [13]. Using this technology, Darabase has spotlighted the sustainable initiatives of select buildings, bringing their eco-friendly efforts to life in an engaging and interactive way [14].

"We chose London for its unmatched talent pool—people from across Europe are drawn here to work. The city’s skills, culture, and supportive environment, from taxes to regulations, have been key to our success. London truly offers the perfect setting for businesses like ours to thrive."
Fundamental VR

Next stop: BLOOMSBURY
London's centre of higher education and edtech innovation

Next stop is Bloomsbury, a renowned hub for higher education. Its top universities, such as UCL, are focusing on edtech, offering specialised postgraduate courses. The growing use of immersive technologies like VR is transforming education, corporate training and skill development.
Immersive technology is revolutionising the future of work in London's dynamic business landscape. Cutting-edge tools like VR and AR are transforming workplace training by offering realistic, hands-on experiences that minimise risks and reduce the costs of traditional methods [15]. Companies like ARuVR [16] and Moonhub [17] are developing technology that help corporations train their staff through innovative VR solutions.
London remains a global education powerhouse, with world-class universities contributing to its diverse and skilled tech talent pool.
40,000+
students
200+
from foreign countries
300+
languages spoken
Final stop: KING'S CROSS
Where global innovators thrive
This immersive journey through London ends at King's Cross, another London landmark and a global business centre.
As a magnet for major corporations, London is home to more headquarters than any other European city, with a business landscape that fuels the city's vibrant economy. With more than 1 million registered companies generating £600bn in turnover and employing 1.3 million people, London is where business and innovation flourish [18].
King's Cross hosts global giants like Google, Meta, AstraZeneca, Samsung, Universal Music and Nike, alongside a thriving community of small and medium-sized businesses, creating a rich environment for collaboration, innovation and growth [19].

King's Cross is the heart of London's Knowledge Quarter - a remarkable cluster of more than 75 academic, cultural, research, scientific and media institutions dedicated to advancing knowledge and driving discovery. Notable partners include The Alan Turing Institute, Digital Catapult, The Francis Crick Institute and Google DeepMind [20].
“London & Partners has proved to be an invaluable resource at all stages of establishing our London studio. From expert advice on location, taxes, and immigration to PR support for our launch, their guidance has been exceptional. Even now, they continue to support us as we thrive in the London market.”
Industrial Light & Magic

A cloud-based virtual production studio.
How we can help
London & Partners plays a crucial role in helping businesses navigate the complexities of entering the London market.
We can help you:
- Future-proof the setup of your London business.
- Connect with the wider ecosystem, including support networks and trade.
- Stay informed and access the latest developments, initiatives and incentives.
Our services
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Sources
- IBIS World Data, 2024
- BFI, 2024
- The Standard, 2024
- Music Business World, 2024
- IBIS World Data, 2024
- Startup Genome, 2024
- The Standard, 2024
- Poplar Studio, 2024
- The Immersive Group, 2024
- Fashion Innovation Agency, 2024
- Medcity, 2024
- NHS, 2017
- Darabase, 2024
- Darabase, 2024a
- Academii, 2024
- ARuVR, 2024
- The Moonhub, 2024
- Dealroom, 2024
- Kings Cross, 2024
- Knowledge Quarter, 2024