A new Peaky Blinders immersive experience is set to open in London later this summer, with the flagship attraction opening to guests from August. It is built inside historic railway arches close to London Bridge Station, and it is designed to move visitors into the underworld of Thomas Shelby and his gang, complete with recreated environments and interactive elements.

The headline hook here is simple: you do not just watch Peaky Blinders, you enter it. Entry starts through a faithfully recreated Garrison Tavern, a post WWI pub that is free for guests to visit, with food and drink, and live music. From there, the experience splits into a free front door and a ticketed destination, where the immersive run is organized and run by KMJ Entertainment in partnership with Banijay Rights.

Let’s talk about what that means operationally. Immersive attractions have become a repeatable entertainment format for brands and IP holders because they can translate characters, locations, and story arcs into something physical. The source spells out how this particular one is engineered: there is interactive gameplay, hands-on challenges, and actor-led encounters where guests are given gameplay and challenge tasks to see if they have what it takes to join the syndicate. In other words, the attraction is not only set design and stagecraft. It is structured participation, which changes how long people stay, how they move, and how often they can be rerouted or segmented by capability, curiosity, and timing.

The venue is explicitly anchored in show-inspired geography. Visitors will pass through environments recreated for the immersive experience, including Garrison Lane, The Bookies, Chinatown, and The Small Heath Fairground. The experience also includes live entertainment and actor-led encounters, and the ticketed area is described as blending interactive gameplay with those on-the-ground performances. That matters because the Peaky Blinders world, as presented in the series, is built on social momentum, rivalries, and identity. In an immersive setting, those themes tend to get operationalized as group dynamics, scripted-but-responsive interactions, and set-piece moments.

There is also a “make it a night out” strategy baked in. In addition to the main experience, The Garrison Tavern space will host special late-night performances, live music, and themed events. The venue will also offer a range of exclusive official merchandise. This is a recognizable entertainment economics play: the free space reduces friction and broadens top-of-funnel attendance, while the ticketed space captures revenue from the deeper product. The merchandise layer then captures fandom value even if someone decides not to fully commit to every interactive segment.

On the creative side, the show’s origin is part of the pitch. Debuting in 2013, Peaky Blinders was loosely based on a real-life gang in Birmingham. Run by the Shelby family and led by Tommy Shelby (played by Cillian Murphy), the story follows the gang gaining power and influence far beyond their city in the years after World War One, while battling personal demons. The original show ran for six series, putting Birmingham in the global spotlight and making Tommy Shelby a cultural icon. This London build is positioned as more than a replication of that world, with Steven Knight providing the clearest framing in the source: he said Peaky Blinders Underworld is “not just a recreation of the Shelby family’s world, but a much wider destination.” He also described the venue as giving fans the opportunity to socially engage with the series through a “completely new prism,” while giving newcomers plenty to love.

And while the immersive experience is the present moment, the future runway is already being laid in parallel. The source notes there is a new season on the way, following a new generation of the Peaky Blinders, and it mentions two advanced looks: Charlie Heaton as Charles Shelby, and Jamie Bell as Duke Shelby. According to a press release, the new era tells the story of “the race to rebuild Birmingham” after the Second World War, with “a city of unprecedented opportunity and jeopardy” at its heart, and Duke Shelby positioned as “older, wiser, more ambitious and most certainly more dangerous.” Duke Shelby was played by Barry Keoghan in the Netflix spinoff film The Immortal Man, which picks up after the sixth and final season of the show and features a soundtrack with Fontaines D.C.’s Grian Chatten, Amy Taylor of Amyl & The Sniffers, Nick Cave, and Lankum. All of that matters because immersive attractions often benefit when audiences have fresh narrative hooks. The show is not only a legacy IP here. It is actively expanding, which can extend ticket demand beyond “nostalgia season.”

For executives watching adjacent categories, the strategic stake is straightforward: live IP experiences are trying to become year-round infrastructure, not one-off events. Peaky Blinders Underworld ties production talent, venue design, and partnerships across KMJ Entertainment and Banijay Rights, while giving visitors a structured path from free social entry in the recreated Garrison Tavern to a ticketed, actor-led, challenge-based underworld. If this format holds, it raises the bar for how quickly other major franchises can turn on-brand storytelling into repeatable, revenue-generating real-world experiences, starting with where the audience enters and ending with how long they stay in the story.