Merlin Entertainments has launched its latest attraction – the £6m (8.55m euro) Earth Explorer – in Belgium.
Opening to the public for the first time over the weekend, the 3,000sq m Earth Explorer is based around the planet’s four key elements, earth, wind, fire and water.
It uses a mixture of interactive exhibits and simulations to place visitors at the centre of events such as earthquakes and tornadoes – including sending them back to Kansas in the 1950s to experience a twister like the one that sent Dorothy to the land of Oz or on a boat ride simulating a journey into an underground cavern of molten lava.
The centre has been created with the help of Belgian astronaut, Dirk Frimout, to present a journey around the planet showing the power of its elemental forces.
Nick Varney, chief executive of Merlin Entertainments – which also operates the Sea Life and Dungeon network – said: “Earth Explorer is a first, no other attraction covers this subject in such an interactive way.
“Selling science is notoriously difficult, but Merlin’s established experience of successfully mixing fun and education within a profitable attraction makes Earth Explorer such a natural fit for our brand portfolio.”
Merlin plans to open five more Earth Explorer centres by the end of the decade, at least one of which will be in the UK.
The Belgian site is currently being complemented by an exhibition of 50 nature photographs taken by National Geographic.
