The musical, which premiered Oct. 30, 2010, in the purpose-built Theater Hangaar on a former airbase in Katwijk in the Netherlands, where it is still running, has the auditorium on a turntable, on which the audience rotates from scene to scene. According to a report in the U.K. trade paper The Stage, U.K. concert impresario Harvey Goldsmith has been appointed as non-executive director of Imagine Nation, the show's producers, and his first project will be to bring the show to London.
He told The Stage, "The show has been running for three years [in the Netherlands] and you can’t buy a ticket. Imagine Nation wants to reproduce the show and bring it to London. I think it’s going to be fantastic. We’re currently looking for a site in London, we’re looking at a number of different options, including the Olympic Park in Stratford. You’ve got to build this thing from scratch. We’re trying to get our site done by September, and open next year."
He added, "We’ve also had interest from Japan, the Middle East, and three different companies in America. It’s something that’s going to explode. This whole idea of an immersive theatre is really gaining strength. I think this is the future of theatre – it’s giving you an experience that people have never really felt or seen before."