Hudson was appointed CEO of Zip World in August 2023 / Photo: Zip World
Adventure attractions company Zip World has announced its takeover of the ArcelorMittal Orbit sculpture at the Queen Elizabeth Olympic Park in Stratford, London.
Designed by artist Anish Kapoor and engineer Cecil Balmond for the 2012 London Olympics, the 114.5m-high ArcelorMittal Orbit features the world’s tallest and longest tunnel slide, as well as an 80m-high observation deck.
Zip World plans to invest £2.6 million into the attraction, and has said that it is working closely with the team at London Legacy Development Corporation and local planning authorities on new plans for a “European first-of-its-kind adventure at Zip World London.”
ArcelorMittal Orbit will be Zip World’s ninth location and its first in the south east of England.
Attractions Management speaks to Zip World CEO Andrew Hudson about the plans for the site and its wider ambitions.
What excites you most about the ArcelorMittal Orbit site? This will be Zip World’s first permanent location in London, marking a significant milestone in our company’s growth and expansion. Establishing a presence in the capital opens up new opportunities and broadens our reach to a diverse, urban audience.
What plans do you have for the site? We’ll begin by operating the existing 80m-high viewing gallery and slide experience. This allows us to establish our presence in the park while offering visitors immediate access to thrilling experiences.
Subject to planning permission, we’ve got ambitious plans to introduce two new adventure experiences to the site. These additions are set to be highly differentiated and suitably world-class, aligning with Zip World’s reputation for unique and exhilarating attractions.
Can you share any details about the new experiences you’re planning to add to the site? While we’re in the early stages and can’t divulge specifics, I can confirm that we have plans to introduce brand new adventure experiences to the site, subject to planning permission. Rest assured, these future additions will be exceptional and in line with Zip World’s reputation for unique and exhilarating attractions.
What other plans does Zip World have over the next few years? Growth isn’t just about new locations. We continue to invest heavily in our existing sites, adding lodging options and new facilities to improve the overall visitor experience. This commitment to upgrading and expanding our current offerings is very much in our DNA. It ensures that even our long-standing locations remain fresh and exciting for both new and returning visitors.
Whether it’s developing new differentiated experiences, exploring potential locations in the UK and beyond, or enhancing our existing sites, we’re always looking ahead. Our goal is to deliver memorable adventures that push the boundaries of what’s possible in adventure tourism.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2024 issue 4
People: Jess French
The children’s author sees her fantastical creations brought to life at Chester Zoo
Interview: Peter Slavenburg
As Drents Museum in the Netherlands launches a radically new collection presentation, we speak to the designer about doing things differently
Talking point: A helping hand
Attractions industry workers need support more than ever, but is enough being done? We speak to some experts putting wellness and mental health first
Planetarium: Looking up
Bringing people together under the dark skies of Arizona, Lowell Observatory’s new Astronomy Discovery Center is truly unique
Waterpark: Desert Oasis: Qiddiya Aquarabia
The largest waterpark in the Middle East is set to open in Saudi Arabia in 2026, and it’s going to be huge. We speak to the team behind this epic development
Museums: Nintendo Museum: Play on
Giant controllers, consoles operated by visitors’ shadows and a game based on Japanese poems... The Nintendo Museum opens in Kyoto
Technology: Kyle Morrand: The power of play
The CEO of 302 Interactive is using AR, VR and other technologies to solve real world problems, and transform the attractions industry. He shares his game plan
Interview: Dominic Jones
From a game-changing partnership to getting creative with budget technologies, the CEO of the Mary Rose Trust is bringing his commercial nous to the museum world
Research: In the heart of it
City centre attractions are transforming to meet the needs of experience-hungry visitors, but where are they headed next?
Hudson was appointed CEO of Zip World in August 2023 / Photo: Zip World
Adventure attractions company Zip World has announced its takeover of the ArcelorMittal Orbit sculpture at the Queen Elizabeth Olympic Park in Stratford, London.
Designed by artist Anish Kapoor and engineer Cecil Balmond for the 2012 London Olympics, the 114.5m-high ArcelorMittal Orbit features the world’s tallest and longest tunnel slide, as well as an 80m-high observation deck.
Zip World plans to invest £2.6 million into the attraction, and has said that it is working closely with the team at London Legacy Development Corporation and local planning authorities on new plans for a “European first-of-its-kind adventure at Zip World London.”
ArcelorMittal Orbit will be Zip World’s ninth location and its first in the south east of England.
Attractions Management speaks to Zip World CEO Andrew Hudson about the plans for the site and its wider ambitions.
What excites you most about the ArcelorMittal Orbit site? This will be Zip World’s first permanent location in London, marking a significant milestone in our company’s growth and expansion. Establishing a presence in the capital opens up new opportunities and broadens our reach to a diverse, urban audience.
What plans do you have for the site? We’ll begin by operating the existing 80m-high viewing gallery and slide experience. This allows us to establish our presence in the park while offering visitors immediate access to thrilling experiences.
Subject to planning permission, we’ve got ambitious plans to introduce two new adventure experiences to the site. These additions are set to be highly differentiated and suitably world-class, aligning with Zip World’s reputation for unique and exhilarating attractions.
Can you share any details about the new experiences you’re planning to add to the site? While we’re in the early stages and can’t divulge specifics, I can confirm that we have plans to introduce brand new adventure experiences to the site, subject to planning permission. Rest assured, these future additions will be exceptional and in line with Zip World’s reputation for unique and exhilarating attractions.
What other plans does Zip World have over the next few years? Growth isn’t just about new locations. We continue to invest heavily in our existing sites, adding lodging options and new facilities to improve the overall visitor experience. This commitment to upgrading and expanding our current offerings is very much in our DNA. It ensures that even our long-standing locations remain fresh and exciting for both new and returning visitors.
Whether it’s developing new differentiated experiences, exploring potential locations in the UK and beyond, or enhancing our existing sites, we’re always looking ahead. Our goal is to deliver memorable adventures that push the boundaries of what’s possible in adventure tourism.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2024 issue 4
People: Jess French
The children’s author sees her fantastical creations brought to life at Chester Zoo
Interview: Peter Slavenburg
As Drents Museum in the Netherlands launches a radically new collection presentation, we speak to the designer about doing things differently
Talking point: A helping hand
Attractions industry workers need support more than ever, but is enough being done? We speak to some experts putting wellness and mental health first
Planetarium: Looking up
Bringing people together under the dark skies of Arizona, Lowell Observatory’s new Astronomy Discovery Center is truly unique
Waterpark: Desert Oasis: Qiddiya Aquarabia
The largest waterpark in the Middle East is set to open in Saudi Arabia in 2026, and it’s going to be huge. We speak to the team behind this epic development
Museums: Nintendo Museum: Play on
Giant controllers, consoles operated by visitors’ shadows and a game based on Japanese poems... The Nintendo Museum opens in Kyoto
Technology: Kyle Morrand: The power of play
The CEO of 302 Interactive is using AR, VR and other technologies to solve real world problems, and transform the attractions industry. He shares his game plan
Interview: Dominic Jones
From a game-changing partnership to getting creative with budget technologies, the CEO of the Mary Rose Trust is bringing his commercial nous to the museum world
Research: In the heart of it
City centre attractions are transforming to meet the needs of experience-hungry visitors, but where are they headed next?
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
