Activate, the UK’s newest high-energy immersive, active gaming experience, has signed a new lease for a 10,000 sq ft unit in Vauxhall, one of the capital’s largest leisure lettings in 2025.
In a landmark deal brokered by Colliers’ specialist Licensed & Leisure team, Activate has secured a 15-year lease at 61–62 Albert Embankment, a prime location next to Vauxhall Station that places the brand at the heart of one of London’s most connected and culturally vibrant districts. The space spans two refurbished railway arches, formerly occupied by Metropolis Motorcycles.
This site marks another milestone in Activate’s UK rollout, following recent acquisitions in Oxford Street, Newcastle, Westfield White City, and its flagship at The O2 which opened at the end of 2024. The brand, operated by We Do Play, blends physical gameplay and digital interaction to offer a new type of competitive socialising.
Activate’s rapid growth is backed by Frasers Group, who recently invested in the business to support its national expansion strategy. This deal represents a strategic win for The Arch Company, who have repositioned the arches from a long-vacant motorcycle showroom into one of the most exciting leisure destinations in the area. The site in Vauxhall has been brought to life as part of a wider vision for the estate and is now surrounded by food halls, gyms, restaurants and bars – redefining Vauxhall’s leisure experience.
Richard Beese, co-founder of We Do Play, the experiential group that brought Activate to the UK from North America, said: “Vauxhall offers everything we look for, excellent transport links, a strong residential base, and a vibrant cultural scene. It’s a perfect home for Activate, and we’re excited to bring our experience to this community.”
Paul Bugeja from Colliers’ Licensed & Leisure team, who acted for The Arch Company, said: “Activate choosing Vauxhall is a strong endorsement of the area’s evolution and resonates with Archco’s vision for the Albert Embankment. These arches offer a rare combination of scale, visibility, and connectivity, and that’s exactly what these leisure brands looking to expand in London are looking for.”
