What does an Elvis superfan make of the King's new London immersive experience?

Time Out

2 days ago

It's a 25C evening in July, and I'm standing outside an exhibition centre in a black leather suit. These are the sort of things I do for the love of Elvis Presley. And I'm not alone. Almost 50 years after his death, the King of Rock 'n' Roll continues to inspire an intense devotion that borders on the religious. This is the bet that the creators of Elvis Evolution, the newest immersive live experience to arrive at the ExCeL Waterfront, are banking on.
No, this isn't a bloated sequel to Baz Luhrmann's 2022 biopic, or yet another expensive showcase for his bejewelled Las Vegas suits. According to the show's website it's a 'first of its kind' 110-minute experience that combines cutting-edge VR and AI technology with live music and theatre, allowing superfans like myself to 'relive The King's most iconic moments'. If that description has you scratching your head, you're not alone – I have next to no idea what I'm about to see during this exclusive sneak peek at the experience.
The King Lives On
So what exactly is Elvis Evolution? Am I about to see my greatest idol come back from the dead thanks to the power of VR and AI? And are high-tech homages like this one the future of live entertainment or the devil in disguise?
The show begins in a neon-drenched 1950s diner that evokes a nostalgic sense of Americana. This is the first in a trio of themed bars that each group of up to 160 Elvis fans passes through on their walkthrough. It's the kind of mom and pop joint where you might imagine the black-quiffed idol chowing down on peanut butter, banana, and bacon sandwiches between recording sessions on GI Blues.
The retro decor is good campy fun, and the attention to detail is likely to please even the most discerning Presley fan (the diner was based on Bob's Big Boys, a celebrated soda shop opposite the NBC studios where his '68 Comeback Special was recorded). The menu also leans into the world building: there are Memphis Muffins, Nashville Nachos, Moonlight Mules, and Pepsi Floats. When my Hounddog arrives, it's satisfyingly plump, juicy, and indulgent (gas station glizzies, these are not).
After inhaling the posh weenie, an announcement comes over the tannoy – signalling in shrill southern Californian tones that my group is moving onto the next location. This is where the immersive theatre aspect of the show really begins. As fast as a stolen Cadillac, an all singing, all dancing actor, dressed as a 60s television executive, whisks us through some double doors and into the offices of NBC Studios (another impressive set that evokes New Hollywood through space age televisions, avocado green carpets, and far out furnishings).
Here, we're given a briefing that doubles as a prologue, setting the scene for where we are in the Elvis story. Spoiler alert: it's 1968, and the hip-thrusting heartthrob, now a husky 33-year-old man, is preparing to take to the stage for the first time in seven years, following a long stretch of lousy Hollywood flicks and declining album sales. This one-off televised show (immortalised in rock 'n' roll lore as the '68 Comeback Special) is his last shot to reclaim his star and recapture the excitement of his '50s heyday. Fail and he'll enter the dustbins of pop culture history alongside all the tableware sets, bobbleheads, and novelty mugs bearing his likeness.
If you saw the 2023 Netflix documentary, Return of the King: The Fall and Rise of Elvis Presley, you'll be very familiar with this episode. This is not the tragic story of the womanising white-suited crooner who died on the can. Instead, it recasts good old EP as the hero of his own story – during the moment he triumphantly rediscovered his voice.
More spoilers: Elvis Evolution puts a new spin on the saga, by telling it from the perspective of Sam Bell, a childhood friend of the star, who grew up with him in Tupelo, Mississippi. With this unlikely figure as our narrator and guide, we're lead onto a time travelling mystery train that transports us back to their bible belt upbringing.
AI Elvis Has Left The Building
Much has been made of Elvis Evolution 's use of 'groundbreaking multimedia technology', allowing audiences to 'experience Elvis like never before'. According to the show's press run, this includes (but is not limited to) holographic projections, soundscapes, augmented reality, artificial intelligence, and sensory immersion. This is the kind of language that OpenAI CEO Sam Altman might use on his latest fundraising drive.
While these impressive buzzwords might be a good way of justifying the price of the £75 standard ticket – the high-tech touches I do notice, like AI-rendered backdrops and environmental scents, do little to enhance the viewing experience (giving these lofty claims a touch of the Colonel Tom Parkers).
Luckily, Elvis Evolution has enough going for it without the need to bask in the reflected glory of high-tech spectaculars like ABBA: Voyage. In fact, the most important thing for audiences to know about Elvis Evolution is that it is not ABBA Voyage, and audiences expecting a fully rendered virtual concert, featuring a wiggling hologram of The King in his white-suited pomp, will be left all shook up. Instead, the format of this experience has more in common with something like Secret Cinema, and the imaginative physical environments, solid acting, and costumes are more impressive than the much-hyped use of VR and AI.
When the show's main event – the recreation of the '68 Comeback Special – does eventually take place (by way of a visit to the Blue Hawaii tiki bar and a tour through The King's dressing room), it's a medley of Elvis hits, brought to life by live musicians, and remastered footage from the original performance, projected onto giant screens. Still, the absence of the great man himself doesn't deter fans from dancing in the aisles and joining the cast for a singalong of Blue Suede Shoes and other favourites (even this dispassionate reporter couldn't resist wiggling his be-leathered leg to Jailhouse Rock).
Elvis Evolution is a welcome entry into the Presley Universe that breathes new life into his rags-to-riches story in a way that will entertain younger audiences and delight older fans. But for all its fancy tech trimmings, the most compelling part of the show is the original footage of songs like If I Can Dream. There's a valuable lesson here. While advanced technologies may power virtual concerts and immersive musical experiences like this one, they are not the reason that audiences attend. As Elvis learned during his '68 comeback special – sometimes, it's best to let the music do the talking.