On May 1, 2021, THEATRE OF DREAMS opened in Beijing. THEATRE OF DREAMS is jointly created by Manchester United Football Club and its Chinese partner Harves Entertainment. 

KEYFACTORY is honored to cooperate with Local Projects to produce the digital installation for this event.

THEATRE OF DREAMS,located in Beijing Fang, Qianmen, has three floors. It is rooted in the long history and culture of Manchester United Football Club. Through the introduction and application of the latest global technology research and development results, it has created “Red Devil Experience”, “United Way”, “Dream Theater Restaurant” and “Dream Theater Store”.

On the lower floor of the experience, visitors embark on a journey with the Manchester United team in an interactive gaming experience inspired by their most memorable final matches. Each “Dream Cube” features an interactive “bench” and seating, a customized, motion-trackable football, and immersive projections covering all three walls as well as the ground. The Manchester United gaming bays feature 17 different Dream Cube spaces, sectioned off based upon the layout of the real Manchester United stadium.

As visitors ascend into the museum portion of the experience, they are immersed in sound and light that heightens the anticipation for what is ahead. The glow of Manchester United red fills the stairwell as the roar of the crowd grows, simulating the arrival to Old Trafford stadium of match-day.

Visitors step onto the pitch today and are transported through space and time to the early years of Manchester United, bearing witness to key moments that built the foundation of the team’s history and core values. Mirrored walls and projections create a kaleidoscope effect that fully immerses the visitor.

Visitors strike a pose to reveal footage with similar poses from key wins and amazing moments. Media tells a cohesive narrative about the importance of a particular season or win, and the team’s hard work on the road to success, immersing visitors in incredible chapters of the story.