New free-roam virtual reality (VR) concept to open at Westfield Mall of Scandinavia and Westfield London

Unibail-Rodamco-Westfield (URW) has announced the signing of two DIVR ‘arenas’ with a 285 sqm outpost at Westfield Mall of Scandinavia in Stockholm and a 330 sqm location Westfield London.  

Featuring original story-based experiences ranging from family-friendly escapades to fantasy and science-fiction adventures, DIVR puts groups of up to four people into a series of shared virtual reality experiences that, through its high-end hardware, includes wireless streaming in 5K resolution and multi-sensory feedback through wind, heat and vibration.  

The signing continues the company’s leadership at the vanguard of the growth and diversification of the entertainment offering at its destinations, with company research showing that over 70% of Westfield visitors come for the diverse entertainment and leisure offering, and larger choice of shops versus other destinations. Recent openings in the entertainment and leisure category include City Bouldering and Sixes Cricket at Westfield London, The Vodafone PLAYzone at Westfield Chodov and the signing of Port des Lumières at the company’s Westfield Hamburg-Überseequartier development.   

Caroline Puechoultres, Chief Customer Officer at URW commented: “As entertainment concepts like ‘competitive socialising’ grow and new technology allows us to deliver truly unique experiences to our customers, Westfield centres are a platform for the newest innovative offerings while giving digital and tech brands access to new audiences. The signing of DIVR Labs continues the company’s work to diversify our offer, ultimately providing our customers a more choice and a more personalised experience.” 

Lukáš Marek, CEO at DIVR Labs commented: “We look forward to introducing DIVR Labs to the UK and Scandinavian markets and reach new audiences through our expansion into two Flagship Westfield centres. As a disrupter in the market of virtual reality gaming, we’ll be opening in both centres with a ‘Meet the Dinosaurs’ experience, in which users will be able to travel back 90 million years into the past, meet a real-life T-Rex and fly alongside dinosaurs, followed by a new virtual reality game opening in late summer. We hope this is just the beginning of a long-standing partnership with URW.” 

The location at Westfield Mall of Scandinavia is slated to open in June, 2022 and at Westfield London in July, 2022.