Madame Tussauds to focus on providing immersive experiences

Madame Tussauds, part of Merlin Entertainments, is undergoing a transition on a global level, moving the attraction away from its world of wax figures to a greater focus on an experience-led environment.

Luci Beaufort-Dysart: increasing focus on immersive experiences
Luci Beaufort-Dysart: increasing focus on immersive experiences

Speaking to Event magazine, Luci Beaufort-Dysart, senior global brand manager at Madame Tussauds, said it is the brand’s future vision to shift from being the world’s leading wax attraction to becoming a world leader in popular culture, entertainment and immersive experiences.

Beaufort-Dysart said: "Madame Tussauds was herself a pioneer in a time before mass media or photography when wax was a way to create an experience for the audience of the day. Today, in a world full of personalised experiences, immersion and interactivity, the goal posts have moved again. On a local level this can be demonstrated through the recent successful launch of the immersive Sherlock Holmes Experiencewhich opened at Madame Tussauds London and doesn’t feature a single wax figure."

She added that her role as senior global brand manager will be primarily to plan and brief these global brand initiatives and experiences, both physical and digital, and implement and roll out the newly defined global brand strategy for the Madame Tussauds brand.

The venue unveiled a movie-themed event space earlier this yearMovies at Madame Tussauds can accommodate up to 80 guests for seated dinners and 120 for standing events and the space aims to celebrate some of the most memorable characters in sci-fi history.

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