Manchester United reveal ‘Theatre of Dreams’ brand for entertainment centres across China

English football club Manchester United has unveiled the name of its new branded social entertainment centres, with the first Theatre of Dreams nearing completion in Beijing.

Being developed, in partnership with Harves Entertainment, the new attraction, located near Tiananmen Square, will be the first of five Theatre of Dreams to be built across China, with others in the cities of Shanghai, Shenyang and Changsha.

Introducing the brand, Richard Arnold, Manchester United’s Group Managing Director, explained “Theatre of Dreams is an entirely new sports entertainment experience.

“It is our home away from home. Sir Bobby Charlton famously described our Old Trafford stadium as ‘the theatre of dreams’, and now we are able to bring that dream alive for our Chinese fans.

“This represents a strengthening of our longstanding commitment to China and a deepening of our relationship with Manchester United fans across the country.

“Our guests will discover new, exciting, fun, and inspiring ways to engage with the club and one another.”

Theatre of Dreams centres will offer activities and state-of-the-art attractions, including: an interactive journey through Manchester United’s 142-year history; an immersive Manchester United football gaming experience; a retail element featuring the largest selection of official Manchester United merchandise in China; and a branded dining experience offering authentic food from the UK and China.

Bo Zhang, founder and Chairman of Harves Entertainment, added “Theatre of Dreams is just that - a place where dreams come true.

“We’re celebrating the pursuit of excellence in an immersive environment that offers endless enjoyment and the opportunity to dream.

“It’s an attraction where family and friends can play and learn together – no matter what age or ability - with our interactive exhibits, dining experience, and the largest selection of official and exclusive Red Devils merchandise.”

Theatre of Dreams is scheduled to open in Beijing before the end of the year.

Image: Manchester United’s brand of social entertainment centres will be known as Theatre of Dreams.