Falcon’s Beyond, K11 Group to Launch Entertainment Franchises and LBEs Across China

Falcon’s Beyond has announced its debut project as part of its joint venture with Raging Power Limited, an arm of K11 Group, the Hong Kong-based cultural commerce company. Through the joint venture, the two brands are expected to collaborate to develop and launch new entertainment franchises and location-based experiences (LBE) attractions across China. 

“As a global giant who shares our mission to develop state-of-the-art, game-changing consumer entertainment experiences, K11 Group is an ideal partner for Falcon’s as we continue our international growth, particularly across Asia, by expanding popular franchises across the world,” says Cecil D. Magpuri, chief executive officer, Falcon’s Beyond. “Firmly established in the U.S., Europe and the Caribbean, we now have our sights set on China, the world’s second-largest consumer market, as we continue to grow our company and bring innovative consumer experiences to people around the world.” 

Through its K11 Group joint venture, Falcon’s is, for the first time, creating immersive experiences built around new, proprietary IP it has developed. 

The first new attraction experience being developed by Falcon’s under the joint venture is the underwater adventure themed Vquarium. Providing a science fiction-like experience that is rooted entirely in the natural world, Vquarium will be a story-driven interactive adventure that explores oceans and waterways around the globe via a narrative that offers intimate encounters with virtual sea life to entertain, educate and inspire. Vquarium will be introduced through an interactive attraction that allows visitors to simulate going on an immersive undersea voyage. A multi-room, multi-level experience, the attraction will also provide creative food and beverage offerings, along with retail components. 

Related:Basic Licensing Instincts

The first Vquarium immersive LBE is expected to launch in 2025 at K11 Group’s 11 SKIES retailtainment destination. This is the first collaboration between Falcon’s and K11 Group, following Falcon’s nearly two decades of work in China. 11 SKIES is anticipated to be the largest retailtainment landmark in Hong Kong.  

Following its debut at 11 SKIES, Vquarium is planned to expand to nearly a dozen additional locations across China in the coming years. Falcon’s also expects to launch Vquarium in other high-profile markets outside of Asia. 

Under the joint venture, Falcon’s plans to expand the Vquarium experience beyond LBEs, across all forms of entertainment, including media content, video games and consumer products. This IP expansion model is core to the company’s mission and purpose, to accelerate franchise activations concurrently across physical and digital experiences. The growth of the Vquarium franchise follows Falcon’s acceleration of its first global franchise, Katmandu, which originated at Katmandu Park in Mallorca. Now, the company has opened a second park – Katmandu Park | Punta Cana – in the Dominican Republic and expanded the IP to consumer products and gaming and is developing an animated series. 

Related:Katmandu Park | Punta Cana Announces Opening Date

Daryl White, executive vice president, global licensing and business development, Falcon’s Beyond, will be speaking at Brand & Licensing Innovation Summit, taking place Nov. 2-3 at Convene New York.