Elvis Evolution
The Opportunity
Layered Reality had ambitious plans to create a major new immersive experience celebrating the life and music of Elvis Presley. Visitors wouldn’t just watch a show, they would become part of Elvis’s life story through an immersive multimedia narrative. The client approached us to help turn their script into a hospitality experience that transitioned seamlessly between live performance, film, sound, set design and F&B spaces. Following early site explorations and concept designs, we were commissioned to design the hospitality environments within Immerse LDN on the ExCeL London waterfront.
Client
Layered Reality
Our work
• Concept Development
• Spatial Planning
• Hospitality Design
• Interior Architecture
• F&B Strategy
• FF&E
• Wayfinding & Signage
Collaborators
• Solas Signs - Specialist signage
• Stage One - Interior fitout and specialist joinery
Our Response
Our task was to ensure the F&B spaces both supported and elevated the guest experience, bringing coherence, character, and operational viability, all in sync with the show’s immersive narrative.
What began as a focused brief quickly expanded into a broader creative and architectural partnership, one that would influence guest flow, back-of-house operations, and even spatial storytelling.
We began by redesigning the guest journey to align with the show’s narrative flow - from arrival, to immersive acts, through to the climactic afterparty. This involved strategically relocating core amenities (such as WCs and kitchens) to streamline both front-of-house and back-of-house operations, and creating flexible F&B spaces that could function independently - or open up for full-venue takeovers, corporate events, or after-hours parties.
Each hospitality zone takes its cue from a specific point in script. These spaces aren’t just commercial add-ons - they are integral chapters in the Elvis story.
From their initial dazzling arrival at a retro-style ticket desk wrapped in neon, visitors enter Bob’s Burbank Diner - a nostalgic 1960s eatery where guests can indulge in shakes and fries, within the opening scene of the experience. Featuring period references, vintage televisions, and a vibrant communal energy, the space sets the tone for the immersive journey ahead.
Serving as a vibrant midway point in the experience, The Blue Hawaii Bar is a cocktail lounge, telling the story of the manufactured and manicured Hollywood period of Elvis’s life. A bamboo thatched central bar, dramatic lighting, and tropical-inspired drinks create an escapist interlude in the narrative arc.
Positioned as the final destination, the Aftershow Bar evokes the atmosphere of a secret speakeasy. With a DJ booth, live band, and plenty of space for drinks and dancing, it’s a bourbon-soaked, blues-filled after party where guests can celebrate into the night.
The F&B environments at Elvis Evolution now act as essential narrative devices in the overall experience. From the communal buzz of the diner to the transportive energy of the bars, guests are continuously immersed in authentic, atmospheric spaces carefully choreographed to the rhythm of the story.
