Tobacco Dock Virtual is a new hybrid reality event concept from LWE

The virtual space is launching in April.

LWE, aka London Warehouse Events, has announced a new digital-reality event concept called Tobacco Dock Virtual. The virtual venue will open its doors for its very first event across Easter Weekend this year. The space has been developed with leading virtual live events platform Sansar

Tobacco Dock Virtual will offer party-goers a chance to explore the east London venue and the digitally recreated space. The platform will be available across mobile, tablet, MAC, PC or VR using the Sansar app or any preferred web browser, meaning access to specialist equipment isn’t needed to experience the venue or the event.

Down the line, LWE hope that the space will host multi-platform parties that can take place in real time. Once live events return following the pandemic, shows will take place across both the physical and virtual venue simultaneously, and include integrations with select mobile gaming platforms. 

This month’s LWE’s Junction 2: Connections event partnered with Gameloft-developed racing game Asphalt, and offered fans a new way to engage with the streamed DJ sets from within the game. The event attracted an audience of 3.1 million globally. 

LWE Director Paul Jack said, “TDv is our next step in the evolution of LWE and the development of our long-term event concepts where we see virtual worlds sitting alongside the real world. Tobacco Dock has hosted some of our most exciting shows and led the way in the UK for vast daytime events. This next step on our journey will pave the way for hybrid events within a fully immersive digital and physical space, providing a huge new platform to showcase music.”

Sheri Bryant, President of Sansar, added, “LWE is creating an entirely new event experience for fans with their series of epic 2021 shows in Sansar across multiple digital platforms and in real life simultaneously. They are leading the charge of innovation across the music industry. We couldn’t be more proud than to be their virtual event partner providing them with the technology to do so.”

Additionally, Tobacco Dock Commercial Director Jonathan Read said, “Tobacco Dock is excited to be working alongside our long term partner LWE to develop a cutting-edge virtual venue that will enable remote audiences to have a truly immersive, rich experience with the attributes of being present without the travel. It is a bold new step on our journey to make Tobacco Dock a global destination for music, cultural, fashion and tech events.”

Details on the opening weekend at Tobacco Dock Virtual will be revealed on 16 February, with the Easter Weekend event free to attend. 

Watch a trailer below and head to the Tobacco Dock Virtual website for more information.