Activate, the fast-growing immersive leisure brand, is poised to launch its fifth London venue in just 16 months.
Islington Square on Upper Street will be the latest location for Activate, a hugely popular competitive socialising experience from North America that blends physical challenges, high-energy games and immersive experiences.
Activate has quickly become a go-to spot for Gen Z, young professionals and groups looking for fun, fast-paced activities with a social edge. Groups of two to five players can jump, climb and problem-solve their way through high energy, interactive game rooms featuring lasers, grids, hoops and portals – a thrilling combination of live-action challenge and futuristic tech.
The new Islington site will bring all of Activate’s signature games – Strike, Portals, Control, Press, Hide, Laser (which is like a scene from Mission Impossible), Grid, Mega Grid and Hoops – under one roof. The news of the Islington launch follows hot on the heels of the opening of three new Activates across London in December, including Oxford Street, Westfield White City and Vauxhall.
The first Activate opened in The O2 in December 2024. Activate also opened its doors at Newcastle’s Metrocentre last summer. “Islington Square is a natural fit for our next venue and a strong addition to the neighbourhood’s established entertainment mix,” said Rich Beese, co-founder of We Do Play, the experiential leisure group behind the UK launch of Activate.
“With Islington’s reputation for excellent food, culture and nightlife, it’s the perfect place for us to introduce something genuinely new to Upper Street. After the response to our first three London openings, expanding into Islington felt like the obvious next move.”
Anthony Saunders, General Manager at Islington Square, adds: “We’re delighted to welcome Activate to Islington Square. This exciting new gaming experience perfectly complements our existing brands, offering something fresh for visitors of all ages.
“Activate not only adds a vibrant leisure destination to the Square but also invites new audiences to discover everything Islington Square has to offer, as we continue to expand our offering across retail, leisure and wellness.”
The Activate team have been blown away by the visitor numbers, but they have also been overwhelmed by the five-star reviews the attractions are receiving.
Activate Oxford Street only opened in December and is already ranked fifth on Tripadvisor’s list of must-visit London attractions, consistently receiving five-star reviews.
Originally launched in Canada in 2017, Activate has grown into a global phenomenon with 60 locations across Canada, the US and Dubai, and has attracted more than 750 million social media views worldwide.
The brand’s UK expansion is led by We Do Play, the experiential group behind hit concepts including Flip Out and Boom Battle Bar.
For more information and booking details, visit playactivate.co.uk –