Landmark Entertainment Group – the design team behind attractions such as Universal’s

Kongfrontation, Terminator 2 3D, Jurassic Park: The Ride and The Amazing Adventures of Spiderman 5D – have announced plans to create in-and-out of home ‘virtual reality destinations’.

Headed-up and developed by Grammy Award nominee, THEA winner and former Disney creative designer Tony Christopher, the design concept – known as the L.I.V.E. Centre (Landmark Interactive Virtual Experience) – will offer a “mixed reality” entertainment destination, created to fuse art, culture and retail with virtual reality, augmented reality and themed architecture and design. Attractions currently under development include an interactive museum, virtual zoo and aquarium, digital art gallery, a live entertainment stage, immersive cinema, and a themed retail experience.

As a permanent attraction, the first L.I.V.E. Centre is expected to break ground in China, with financial backing from a consortium of Chinese investors, within the next 12 to 18 months.

"The majority of what exists in the virtual reality market today is short-form content, whereas our goal is to work with brands to create long-form virtual reality entertainment destinations,” said Christopher.

“What we're creating is the equivalent of taking your family to a theme park for a day, and enjoying that experience so much, that you want to repeat it over and over again – the only difference is that the experience will happen in the virtual world.

“We have a great legacy of work that attracts millions of people to physical locations where they have unforgettable experiences, and for the last 14 months we've been applying Landmark's unique creative and strategic approach to the new virtual reality business as well.”