The media company has agreed a deal with Peel L&P to open a “big brand immersive leisure attraction” at the Lowry Outlet in Salford.
Set to open next summer, the leisure concept is part of a wider masterplan for the outlet mall, which is owned by Lifestyle Outlets, part of Peel L&P.
Although few details are currently available, the lease is said to be “multi-year”. ITV’s existing events and experience portfolio also includes the Coronation Street Tour and the Emmerdale Studio Experience.
A significant portion of the outlet is currently undergoing a £26m regeneration being carried out by contractor Artez.
Designed by architect Chapman Taylor, this features 35,000 sq ft of food and beverage fronting the Quays, and also includes new public realm to connect the existing Millennium Bridge to the mall. The public realm will consist of a raised walkway that link through to the Millennium Bridge with each of the restaurants situated along this elevation having open frontages.
Named The Watergardens, this is set to complete in 2020.
Peel previously aired plans to spend £13m on upgrading the mall and installing a waterside restaurant terrace in September 2016, but these never progressed. Peel acquired the Lowry Outlet from Emerson for £70m in August 2012.
Since buying the centre, Peel has reconfigured parts of the 300,000 sq ft building, with Marks & Spencer relocating two years ago to free up waterfront-facing retail units. The developer also spent around £3.5m on new shop fronts.