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PRODUCT NEWS
London Eye's 4D cinema debuts
11 Sep 2009 . BY Sarah Todd
Merlin Entertainments, one of the world's largest visitor attraction operators, has unveiled the second stage of a £17.5m scheme to upgrade the London Eye over the next three years.

A new £5m purpose-built 4D cinema has been established at the capital's South Bank attraction, which will now be known as the Merlin Entertainments London Eye as part of efforts to create a new brand identity for the London landmark.

The pre-flight cinematic experience aims to provide visitors with the chance to view aerial footage of the London Eye combined with 3D technology and 4D sensory effects, such as wind, snow and smell, before embarking on their actual journey.

The 4D film was developed at Pinewood Shepperton studios by Centre Screen Productions in association with 3D production companies Pablo Post and Principal Large Format. Design architects for the project were Kay Elliot and construction work at the Grade III-listed building was led by Collins Construction. The screen was supplied as part of the wider 4D cinema set-up undertaken by SimEx-iwerks and was shipped from Canada.

In addition to the new cinema, the London Eye's ticket hall and information areas have undergone a revamp as part of the scheme, which also follows the news earlier this year that Merlin is investing £12.5m ahead of the 2012 Olympics to upgrade the attraction's capsules to improve comfort and visitor experience.

Merlin Studios, Merlin's creative hub, was also involved with the scheme, which took a year to complete.

Merlin chief executive officer, Nick Varney, said: "This very significant investment programme not only reflects our confidence in the London leisure market, but also marks a new phase in the development of the Merlin Entertainments London Eye, underlining its position as one of the primary attractions in the Merlin Group.

"The new 4D cinema, and other changes will provide an even more exciting experience, not just for first time visitors, but to encourage others to come back and 'fly' the Eye again."
PRODUCT NEWS
Gaia Skincare expands presence in UK and Europe with four new spa accounts
BY Megan Whitby | 28 Mar 2024
Spa and wellness brand, Gaia Skincare, has announced it’s collaborating with another four spa partners in the UK and Europe.
Immunocologie strikes up partnership with Satteva Wellness Group
BY Megan Whitby | 27 Mar 2024
NYC-based lifestyle, spa and skin science brand Immunocologie Skincare has embarked on a strategic collaboration with Satteva Wellness Group, marking its foray into the Latin American market.
Myndstream partners with SleepScore Labs to reveal hidden power of spa treatments in improving sleep
BY Megan Whitby | 25 Mar 2024
Global wellness music provider Myndstream has released the second episode of its new educational content series Mastermynds, in partnership with Universal Companies.
Blink Tech launches XbotGo Chameleon AI sports cameraman
BY Megan Whitby | 25 Mar 2024
Blink Tech has announced the highly anticipated release of its XbotGo Chameleon, a new AI- powered sports tracking phone mount.
Art of Cryo’s unveils 12-person cryochamber which breaks four world records
BY Megan Whitby | 21 Mar 2024
Cryotherapy supplier Art of Cryo has created a new 12-person walkthrough cryotherapy chamber at Cryo Center Coolzone Madeira, claimed to be the largest cold therapy treatment experience in the world.
Book4Time unveils enhanced day and resort pass functionality
BY Megan Whitby | 18 Mar 2024
Book4Time has announced the launch of Day & Resort Passes on its award-winning platform to help hotels and resorts drive staycation business.
Phytomer unveils showerless Body Reflex scrub and wrap ritual
BY Megan Whitby | 13 Mar 2024
French marine skincare and spa brand Phytomer has rolled out a new 60-minute body treatment targeting the abdomen, buttocks and thighs.
Slacklining will transform fitness in the UK
BY Tim Nash | 12 Mar 2024
Gibbon Slacklines has officially launched in the UK, introducing two flagship products: the Giboard and the SlackRack.
COMPANY PROFILE

Guaranteeing economic success for our customers - as well as the ultimate wellness experience for their guests - we have tailored our divisions to fulfil every ideal and precondition needed.

Based in Dubai, Hong Kong, and Singapore, The Wellness are the next generation of wellness consultants providing spa, fitness, hydro engineering and leisure related concepts for the global Wellness markets.
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