Alice in VR Wonderland McArthurGlen Tour

16 November 2021

Shopping destination McArthurGlen Designer Outlets and Jasmin Vardimon Company partnership to bring new Alice in VR Wonderland’ experience to Centre guests nationwide.

McArthurGlen Designer Outlets and world-renowned Jasmin Vardimon Company are collaborating to bring contemporary dance to new audiences through a multi-sensory experience tour.

‘Alice in VR Wonderland’ is Jasmin Vardimon Company’s first immersive virtual reality experience, based on Lewis Carroll’s well-known story ‘Alice in Wonderland’. The experience is a re-imagined take on this timeless tale, presented through the filter of Jasmin Vardimon’s unique creative process.

Starting its journey at McArthurGlen Designer Outlet Ashford in Spring 2022, the tour will travel across the UK to all seven of McArthurGlen Designer Outlets, spending approximately 10 days in each location, with the ambition to bring performance art to new audiences and to enhance the guest experience.

Audiences will be invited into a specially designed truck for the 20-minute experience. Comfortably seated and using virtual reality headsets, audiences will be immersed in a spectacular 360-degree wonderland, following Alice on her adventures as she meets the famously weird and wonderful characters from the much-loved children’s tale.

Audiences will be up close and personal with the talented performers of the Jasmin Vardimon Company in a magical, multi-sensory adventure and be completely immersed in a stunning VR Wonderland.

This innovative new project has been made possible with the support of McArthurGlen Designer Outlets, Arts Council England, Gulbenkian Arts Centre / iCCi, Kent County Council and DanceEast, and comes at a vital time following the impact which the creative industry has faced since the global pandemic.


Ashford Designer Outlet: 8 – 20 February

East Midlands Designer Outlet: 25 February – 6 March

York Designer Outlet: 11 – 20 March

West Midlands Designer Outlet: 25 March – 3 April

Cheshire Oaks Designer Outlet: 8 – 17 April

Swindon Designer Outlet: 22 April – 1 May

Bridgend Designer Outlet: 6 – 15 May