IWM Immersive Experience · UK public procurement notice

CPV: Entertainment software development services

Procedure method

Direct award

Legal basis

UKPGA · 2023/54 Procurement Act 2023

Procurement category

Services

Notice status

Awarded without competition

Procurement threshold

Above threshold (FTS publication)

Regulatory regime

Standard

Commercial structure

Stand-alone contract (no framework)

Competition type

Direct award (no call for competition)

GPA / WTO covered

Unspecified in notice

Recurring procurement

Unspecified in notice

First published

13 Oct 2026, 15:42 BST

Last source update

13 Oct 2026, 16:05 BST

FTS notice number

2026/S 000-096696

Latest notice

Contract award notice (UK6)

Classification (CPV)

Entertainment software development services

Delivery area

UK

Official registry OCID

ocds-h6vhtk-0786d2 Find a Tender

Why no open competition

Single Suppliers Technical Reasons

Published justification

At our IWM Lambeth site we are looking at developing and hosting an artistic commission using immersive VR headset technology.

A discovery phase comprised extensive market research to identify existing provision and key operators in the sector, which was supplemented with attendance at a sector trade show. Information on operating and business models was gathered via desk research, conversations with a sample of providers who had expressed interest in working with us at the trade show and via email/ LinkedIn and visits to immersive experiences.

This process highlighted East City Films who bring a combination of experience that spans content development and storytelling, underpinned by archival/ collections research and curatorial content, filmmaking, technical knowledge/ expertise, operational and business modelling, knowledge of touring models and an established network of arts/ heritage venues that positions them to meet the requirements of the IWM brief. Over the last decade, they have developed a distinctive production methodology for creating large-scale, multi-sensory VR documentary experiences designed for cultural venues and public audiences.

Critically, East City Film's capability extends beyond production into touring, licensing and long-term IP development and exploitation and brings the creative and technical knowledge to co-develop new work with IWM as well as the infrastructure and commercial experience to ensure that work reaches the widest possible audience over time. It is this combination of archive-led storytelling expertise, proprietary production methodology and proven exploitation capability that we seek to enable a genuine co-creation partnership underpinned by existing know-how and IP that directly accelerates and de-risks the development of new work.

We will be awarding the contract to East City Films, as we have not found a creative agency with experience of developing critically acclaimed, award-winning (in film/ art-form category) VR headset experiences for the museum sector who also bring this the requisite combination of proprietary IP, proven methodology, specialist know-how and established networks of venues and relationships with potential funders.

Submission deadline

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• EAST CITY FILMS LTDAwarded supplierGB-COH: 05979656GB-PPON: PPTW-7249-MZLZ 124 Finchley Road, London, London, NW3 5JSContact emailShow contact details