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This weekend, UK Marvel fans have exclusive access to a free immersive Marvel experience in London, mimicking the TVA organisation from Marvel Studios’ Loki. This is similar to the earlier Loki promotional run in the US, where a McDonalds returned to their retro menu inspired by the second season’s visit to the chain restaurant in the first episode.

The fans in attendance were treated to a number of photo ops, including a number of character and series art posters all around the location, as well as an end-of-experience treat based on the series’ original “key lime pie”.

Immediately upon entering, you are greeted by the TVA’s front desk, upon which you are “processed” and treated like a multiversal variant from the MCU. This puts guests on the spot and allows them to adopt an identity of their choosing. Here is where guests will meet the experience’s version of a TVA officer (the rank of Mobius in the show), who will pass them along to a Minuteman with a pruning baton.

As fugitives of the TVA, you are escorted through the organisation’s hallways while you are introduced and tested on the information presented to you in experience-original animations. Those familiar with the show and its terminology will thrive with the questions, while those not will still be brought up to speed on what to expect, although for such a limited and already booked-out experience, I can’t imagine many non-fans of the show will be attending.

Unlike many other experiences, you aren’t just taken on a tour to look at things, the experience adopts a narrative the guests are immersed and involved in, able to make choices as a group that will impact the result of their journey. One part I appreciated was their ability to weave photo-taking into their fiction, encouraging it as a way to preserve moments should the TVA erase the minds of the guests.

At the end of the experience, you are allowed outside the TVA as you walk into a small museum featuring costumes and props used in the show. Alongside these are two photo walls for fans to pose for pictures, including one interactive “print out” photo opportunity powered by the latest Samsung S23 technology. As you exit the experience, you walk through a final hallway featuring TVA-inspired art and posters.

Here, the decor and costuming is screen-accurate and on par with the show. From O.B.’s workshop to the interrogation room, every wall feels like it belongs in the Marvel Cinematic Universe. The actors play original characters, whether friendly or antagonistic, playing them as professionally as an on-screen role, never once breaking the immersion of the experience, no matter the level of attempt made to make them giggle, and to do so on consecutive rotations of the experience is nothing short of remarkable.

The key lime pie was also a lovely addition, although cheesier than imagined.

Marvel Studios’ Loki will debut tomorrow at 2am BST, followed by weekly episodes releasing Thursdays at the same time. Check out our review of the first two episodes here.

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