Walljam picks Trafford for first immersive football venue

Taking advantage of a global licensing partnership with the UEFA Champions League, the sports technology business is planning to open an interactive football experience within 37,000 sq ft at Peel L&P’s Trafford Palazzo. 

Walljam is in talks with Peel over the venture, which would be known as Metrix, according to planning documents submitted to Trafford Council.

The venue would be designed to give users the chance to compete in virtual football challenges that aim to test a player’s footballing ability.  

Walljam is a sports technology business “revolutionising ball sports through advanced, proprietary, smart panel technology, mashing physical play with digital technology,” according to a planning statement by WSP. 

Metrix at Trafford Palazzo “will be [Walljam’s] original flagship venue, with plans to open several more across the UK over the next five years”, the statement adds. 

Peel L&P and Walljam declined to comment.

The arrival of Walljam at Trafford Palazzo would be the latest result of a concerted effort from Peel L&P to transform the 330,000 sq ft complex, previously known as Barton Square, into a best-in-class retail and leisure destination. 

Other occupiers at the complex include Primark, which operates an 84,000 sq ft store, and Nerf Action Xperience, due to open a 35,000 sq ft indoor entertainment centre next summer. 

A 15-lane bowling complex operated by King Pins also plans to open its doors next year.

Legoland Discovery Centre and Sea-Life also feature on Trafford Palazzo’s leisure roster. Other retailers include Homesense and Next Home.  

Last May, Peel L&P took control of Trafford Palazzo, which it built as an extension of the Trafford Centre before selling the complex to Intu for £1.6bn in 2011. Trafford Palazzo then came back to market following the collapse of Intu in June 2020. 

Peel L&P has since sought to reposition the asset as a standalone destination, separate from the Trafford Centre, which is now owned by Canada Pension Plan Investment Board.

Away from Trafford Palazzo, Peel L&P is working with various partners to boost the appeal of the wider Trafford City area.

Demolition work to pave the way for the 700,000 sq ft Therme Manchester leisure scheme is due to complete before Christmas, while Peel is also supporting McKinney Estates to deliver Modern Surf, an artificial surfing venue off Barton Dock Road close to the Trafford Centre.