ITV has revealed plans to open an immersive leisure attraction at the Lowry in Salford next year.
The partnership with Lifestyle Outlets forms part of the wider £26 million ‘Watergardens’ project that plans to turn the Lowry into a leading leisure and retail destination.
Rufus Radcliffe, ITV chief marketing officer, said: “We are delighted to confirm the Lowry’s new Watergardens development in Manchester will become home to an exciting new leisure attraction, which is set to open next summer, with an ITV big brand experience at its heart.”
Jason Pullen, Lifestyle Outlets MD, added: “Lifestyle Outlets are at the forefront of creating the next generation of outlets and this exciting partnership with ITV will reinforce our position of delivering leading retail and leisure destinations with immersive leisure attractions.”
ITV’s immersive experiences already include Coronation Street The Tour, Emmerdale Village Tour and This Morning Live. The company also signed a deal for a theme park in Kent earlier this year.