Imperial War Museums Appoints Populate Group to Deliver Landmark Immersive Project
Populate Group, the newly launched global immersive experience company, has been appointed by Imperial War Museums (IWM) to create a major new attraction, set to open in 2027.
This permanent experience will transport audiences into one of the defining moments of World War Two, combining cinematic techniques, cutting-edge technology, and multi-sensory design to immerse visitors in the experience and situation of the time. It will offer a perspective that is as emotionally powerful as it is historically significant.
“This isn’t about re-enactment – it’s about impact,” said Joshua Murton, Founder & CEO of Populate Group. “By blending authentic source material with pioneering creative tools, we aim to give visitors an unforgettable encounter with the courage and choices faced in extraordinary circumstances.”
Bringing History to Life with Innovation
The project forms part of IWM’s mission to reimagine how history is experienced by contemporary audiences. Using a fusion of storytelling, design, and new technologies, the attraction will be among the most ambitious immersive experiences ever staged in a UK museum.
“This story is one of the most iconic in modern history,” said Charlie Hepburn, Populate’s Chief Growth Officer. “We’re honoured to bring it to life in a way that resonates with new generations – making history not just understood, but deeply felt.”
Opening in 2027
Now in active development, the project is scheduled to begin construction in 2026, with public opening planned for 2027. It will take visitors on a journey through a series of evocative environments, gradually building toward a powerful, sensory finale that captures the intensity of the moment.
Populate Group, the newly launched global immersive experience company, has been appointed by Imperial War Museums (IWM) to create a major new attraction, set to open in 2027.
This permanent experience will transport audiences into one of the defining moments of World War Two, combining cinematic techniques, cutting-edge technology, and multi-sensory design to immerse visitors in the experience and situation of the time. It will offer a perspective that is as emotionally powerful as it is historically significant.
“This isn’t about re-enactment – it’s about impact,” said Joshua Murton, Founder & CEO of Populate Group. “By blending authentic source material with pioneering creative tools, we aim to give visitors an unforgettable encounter with the courage and choices faced in extraordinary circumstances.”
Bringing History to Life with Innovation
The project forms part of IWM’s mission to reimagine how history is experienced by contemporary audiences. Using a fusion of storytelling, design, and new technologies, the attraction will be among the most ambitious immersive experiences ever staged in a UK museum.
“This story is one of the most iconic in modern history,” said Charlie Hepburn, Populate’s Chief Growth Officer. “We’re honoured to bring it to life in a way that resonates with new generations – making history not just understood, but deeply felt.”
Opening in 2027
Now in active development, the project is scheduled to begin construction in 2026, with public opening planned for 2027. It will take visitors on a journey through a series of evocative environments, gradually building toward a powerful, sensory finale that captures the intensity of the moment.
Populate Group, the newly launched global immersive experience company, has been appointed by Imperial War Museums (IWM) to create a major new attraction, set to open in 2027.
This permanent experience will transport audiences into one of the defining moments of World War Two, combining cinematic techniques, cutting-edge technology, and multi-sensory design to immerse visitors in the experience and situation of the time. It will offer a perspective that is as emotionally powerful as it is historically significant.
“This isn’t about re-enactment – it’s about impact,” said Joshua Murton, Founder & CEO of Populate Group. “By blending authentic source material with pioneering creative tools, we aim to give visitors an unforgettable encounter with the courage and choices faced in extraordinary circumstances.”
Bringing History to Life with Innovation
The project forms part of IWM’s mission to reimagine how history is experienced by contemporary audiences. Using a fusion of storytelling, design, and new technologies, the attraction will be among the most ambitious immersive experiences ever staged in a UK museum.
“This story is one of the most iconic in modern history,” said Charlie Hepburn, Populate’s Chief Growth Officer. “We’re honoured to bring it to life in a way that resonates with new generations – making history not just understood, but deeply felt.”
Opening in 2027
Now in active development, the project is scheduled to begin construction in 2026, with public opening planned for 2027. It will take visitors on a journey through a series of evocative environments, gradually building toward a powerful, sensory finale that captures the intensity of the moment.
Populate Group, the newly launched global immersive experience company, has been appointed by Imperial War Museums (IWM) to create a major new attraction, set to open in 2027.
This permanent experience will transport audiences into one of the defining moments of World War Two, combining cinematic techniques, cutting-edge technology, and multi-sensory design to immerse visitors in the experience and situation of the time. It will offer a perspective that is as emotionally powerful as it is historically significant.
“This isn’t about re-enactment – it’s about impact,” said Joshua Murton, Founder & CEO of Populate Group. “By blending authentic source material with pioneering creative tools, we aim to give visitors an unforgettable encounter with the courage and choices faced in extraordinary circumstances.”
Bringing History to Life with Innovation
The project forms part of IWM’s mission to reimagine how history is experienced by contemporary audiences. Using a fusion of storytelling, design, and new technologies, the attraction will be among the most ambitious immersive experiences ever staged in a UK museum.
“This story is one of the most iconic in modern history,” said Charlie Hepburn, Populate’s Chief Growth Officer. “We’re honoured to bring it to life in a way that resonates with new generations – making history not just understood, but deeply felt.”
Opening in 2027
Now in active development, the project is scheduled to begin construction in 2026, with public opening planned for 2027. It will take visitors on a journey through a series of evocative environments, gradually building toward a powerful, sensory finale that captures the intensity of the moment.
