Secret Cinema unveils plans for a permanent home on Greenwich Peninsula

After 18 years of captivating audiences with temporary, secretive locations around the world, Secret Cinema has announced a groundbreaking shift in its approach. The pioneering immersive entertainment company has unveiled plans for a permanent flagship venue at Greenwich Peninsula in London, set to open in late 2026.

A New Chapter for Immersive Entertainment

The announcement marks a significant departure from Secret Cinema's traditional business model of utilizing pop-up venues and keeping locations secret until the last moment. The proposed flagship home will be situated on the banks of the River Thames at Greenwich Peninsula, one of London's fastest-growing cultural destinations, already home to The O2 and the Design District. The venue is being designed as a purpose-built space specifically for immersive storytelling, constructed to support ambitious productions and sustained programming over time. This permanent home will allow Secret Cinema to create more elaborate and long-running experiences than ever before.

The Perfect Location

Greenwich Peninsula has emerged as a thriving cultural hub in recent years, making it an ideal location for Secret Cinema's long-term flagship venue. The site is conveniently located near North Greenwich station, providing easy access for audiences from across London and beyond. Merritt Baer, Artistic Director and Producer of Secret Cinema, expressed enthusiasm about the location: "Greenwich Peninsula is the perfect location for Secret Cinema's long-term flagship home. We are committed to bringing world-class immersive experiences to London audiences and are thrilled to work with local businesses and partners to make this happen. Secret Cinema is a curator of lasting memories and epic experiences, trailblazing the future of entertainment. We are looking forward to breaking ground on this venue and continuing to bring entertainment's most loved stories to life." Laura Flanagan, Director of Greenwich Peninsula, also welcomed the announcement: "Secret Cinema's plans for a long-term flagship home at Greenwich Peninsula reflect the momentum of this riverside neighbourhood as a place to experience world-class culture and entertainment. We're proud to see another ambitious, globally recognised brand choose Greenwich Peninsula for its next chapter and look forward to the energy it will bring to the neighbourhood."

Architectural Vision

The venue is being designed by architect Danny Lane from Studio DJL, working alongside a team of leading designers and local collaborators. While specific architectural details remain under wraps, artist renderings created by Studio DJL and Dale Croft showcase a stunning structure that promises to become an architectural landmark in the area. The design focuses on creating a space that can accommodate large-scale productions while maintaining the intimate, immersive atmosphere that Secret Cinema is famous for. The purpose-built nature of the venue will give the creative team unprecedented control over every aspect of the audience experience.

A Long-Term Commitment

Secret Cinema plans to make Greenwich Peninsula its home for up to 10 years, demonstrating a significant long-term commitment to the location and the local community. This stability will allow the company to forge deeper partnerships with local businesses and become an integral part of the Greenwich Peninsula cultural ecosystem. The permanent venue is designed to attract audiences not just from London, but from across the UK and internationally, further establishing Greenwich Peninsula as a must-visit destination for culture and entertainment.

What to Expect

While no specific productions have been officially announced for the new venue, Secret Cinema has built a reputation for bringing beloved stories to life through immersive experiences. Past and current productions have included iconic titles such as:

• Grease: The Immersive Movie Musical
• Star Wars: The Empire Strikes Back
• Dirty Dancing
• Stranger Things
• Casino Royale

The new venue will be equipped to support even more ambitious productions, with purpose-built sets, interactive elements, cast members, and extensive food and beverage options that transport audiences directly into the worlds of their favorite films and TV shows.

Planning and Timeline

The project is currently subject to planning permission, with Secret Cinema hoping to receive the green light to begin construction soon. If approved, the company is targeting a late 2026 opening for its flagship venue. In the meantime, Secret Cinema continues its tradition of immersive experiences at temporary locations. The company's production of Grease: The Immersive Movie Musical is scheduled to run at Battersea Park in summer 2026, before the permanent venue opens.

The Secret Cinema Legacy

Founded in 2007, Secret Cinema has revolutionized the way audiences experience film and television. The company pioneered the concept of immersive cinema, where viewers don't just watch a story unfold—they become part of it. This innovative approach has inspired countless imitators and helped establish immersive entertainment as a major sector of the cultural landscape. Secret Cinema was acquired by TodayTix Group in 2022, providing additional resources and expertise to support the company's ambitious growth plans. The permanent Greenwich Peninsula venue represents the culmination of nearly two decades of innovation and experimentation in immersive storytelling.

Cultural Impact on Greenwich Peninsula

The arrival of Secret Cinema will add to Greenwich Peninsula's growing reputation as a cultural destination. The development, led by Knight Dragon in partnership with the Greater London Authority, has already attracted numerous cultural and entertainment venues, creating a vibrant riverside neighborhood. Secret Cinema's commitment to working with local businesses and partners means the venue will contribute to the local economy and help create jobs in the area. The expected influx of visitors from London, across the UK, and internationally will benefit restaurants, shops, and other businesses in the vicinity.

Looking to the Future

The permanent venue represents more than just a new location for Secret Cinema—it's a bold statement about the future of entertainment. As audiences increasingly seek out experiences that go beyond passive viewing, Secret Cinema's model of participatory, immersive storytelling is perfectly positioned for growth. The Greenwich Peninsula flagship will serve as a creative laboratory where the company can push the boundaries of what's possible in immersive entertainment. With the freedom that comes from a purpose-built, permanent space, Secret Cinema can experiment with longer runs, more elaborate productions, and new formats that would be impossible in temporary venues. As London continues to cement its status as a global capital of culture and innovation, Secret Cinema's permanent home at Greenwich Peninsula will add another jewel to the city's crown, offering both locals and visitors unprecedented opportunities to step inside the stories they love. The countdown to late 2026 has begun, and anticipation is already building for what promises to be a transformative moment in the history of immersive entertainment. For Secret Cinema fans, the wait for this permanent home will undoubtedly be worth it.