New 'playground for content' launches at London's O2 as attraction for 'TikTok generation'

A new interactive experience based around Instagram and TikTok has launched at The O2 in London.

The Waterfront Limited Partnership, a joint venture between AEG and Crosstree Real Estate Partners, who own and operate Icon Outlet and the entertainment district at The O2, have announced the launch of Tikky Town.

Tikky Town is an interactive experience on the lower level of Icon Outlet designed for capturing content to post on Instagram and TikTok.

The new venture is a ticketed attraction that gives visitors access to roam around various sets for up to an hour, creating content on their own devices.

Tikky Town features more than 20 environments, spanning more than 3,300 sq ft, and is opposite its sister venture Selfie Factory.

Will Bower, Managing Director of Tikky Town, commented: “The launch of sister brand, Selfie Factory, was a huge success and further to the boom of the ‘Instagram and TikTok generation’ we wanted to create a different experience, which was aimed purely at providing a playground for content to be shared on these social channels.

“Icon Outlet and The O2’s strong destination performance since re-opening provides us with huge confidence that this latest experiential concept will take off following our recent launch here.”

Marion Dillon, leasing director for Icon Outlet at The O2, said: “Tikky Town is another great experiential concept to add to our offering at The O2 and demonstrates that we continue to remain relevant to trend-led concepts, and support our tenants’ growth and expansion where possible.

“Having recently signed over 32,000 sq ft of new F&B brands as well as the arena hosting a successful pilot event and announcing a Welcome Back series at full capacity from the summer, we are pleased to see that Icon Outlet and The O2 is bouncing back in a post-recovery world.”