Merlin plans new London visitor attraction

County Hall in LondonMerlin Entertainments has submitted a planning application for a new visitor attraction in the County Hall building in London.

The planning application is generic in nature, however it is expected that the company will launch a new brand of ‘midway attraction’.

Documents accompanying the planning application state that the attraction will be the “first of its kind worldwide”, but details of its identity are not given.

The plans, submitted to Lambeth Council last month, talk of “creation of themed circulation corridors, structural works and insertion of new rides”.

The proposed new attraction will admit guests in a similar fashion to the London Dungeon, which sees groups of guests dispatched several times per hour on actor-led tours.

‘Bus ride’

A structural report from the firm HBL Associates states that a preliminary inspection has been conducted for the feasibility of a ‘bus ride’ within the County Hall building as part of the new attraction.

Accompanying plans and drawings show a bus-shaped vehicle seating guests within an enclosed simulator-style ride.

A noise level report accompanying the application states the attraction is “proposed to incorporate several interactive audio visual shows within the rooms, with a 4D interactive ride”.

It added that an “interactive cinema show” is planned to end the experience.

Last year, Merlin Entertainments moved the London Dungeon into the County Hall, which also hosts the London Sea Life Aquarium and lies next to the London Eye.

If planning permission is approved, the new attraction has a target opening date of 2015.