Immersive art attraction SUPERMASSIVE accelerates growth with £50k NPIF II funding boost

Immersive art installation business SUPERMASSIVE has secured £50k funding from the NPIF II – GC Business Finance & River Capital Smaller Loans, which is managed by the consortium as part of the Northern Powerhouse Investment Fund II, to support the launch of its flagship interactive attraction.

SUPERMASSIVE was launched in 2023 by Ben Kurcher (Commercial Director), Joss Crewdson (Finance Director) and Louis Schamroth-Green (Creative Director). The trio originally began creating light installations as a hobby for UK music festivals, before deciding during the Covid-19 pandemic to leave their corporate roles to pursue the creative venture full-time. They aimed to move the concept indoors to overcome weather limitations and to create something new for the UK attractions market.

To secure the funding needed to get the concept off the ground, the team raised equity finance, and a £50k Start Up Loan, delivered by GC Business Finance on behalf of the British Business Bank. More recently, they secured £50k from NPIF II – GC Business Finance & River Capital Smaller Loans, providing the working capital required to cover building and labour costs after signing a contract for its first premises at Depot Mayfield in Manchester.

The location proved a major success for the business, attracting more than 40k visitors within the six months it was in operation. It featured 12 immersive rooms, each designed and built from scratch, blending light, sound, AI and physical interaction to create a rich, multi-sensory experience. A key focus of SUPERMASSIVE’s design is accessibility and inclusivity. The attraction has proven particularly engaging for SEN audiences, offering a highly interactive, sensory-led experience that appeals to both adults and children.

Having proven the viability of the business model at its Manchester site, SUPERMASSIVE is now exploring opportunities to expand into new locations including London and Liverpool. The business is also exploring B2B opportunities, selling its interactive technology and creative concepts to other organisations.

To support this expansion, the team also plans to hire additional employees and continue developing immersive technologies that can be deployed both in-house and by third-party clients.

Joss Crewdson, Finance Director at SUPERMASSIVE, said: “What started as a creative side project has grown into something far bigger than we ever imagined. The support from the GCBF team provided the working capital we needed to get things off the ground, as well as the headspace to focus on developing the site. Joanne from the NPIF team was a huge help. While we already had a commercial background, having someone backing us gave us the confidence to take new opportunities. Now, we’re looking to scale even further and bring SUPERMASSIVE to more cities across the North and beyond.”

Joanne Barlow, Investment Manager at GC Business Finance, said: “It has been fantastic to support SUPERMASSIVE’s growth as the team delivered their first immersive light experience. The NPIF II funding enabled them to invest in the materials and labour needed to bring their vision to life, which reflects our aim to give every business we support the confidence and backing required to grow. I also had the opportunity to visit the Manchester site and see first-hand what the team has created, and I look forward to following the business as it continues to expand.”

Sue Barnard, Senior Investment Manager at the British Business Bank, said: “Supporting innovative businesses that are driving economic growth across the North is a key priority for NPIF II. SUPERMASSIVE created a unique experience in Manchester that has attracted thousands of visitors by combining creativity with commercial opportunity. Access to the right type of finance is critical to growing a business, and by accessing both Start Up Loan and NPIF II funding from the British Business Bank, the success of SUPERMASSIVE shows how our continued support can help businesses to scale and grow throughout their lifecycles.”

The £660m Northern Powerhouse Investment Fund II (NPIFII) covers the entire North of England and provides loans from £25k to £2m and equity investment up to £5m to help a range of small and medium sized businesses to start up, scale up or stay ahead.

The purpose of the Northern Powerhouse Investment Fund II is to drive sustainable economic growth by supporting innovation and creating local opportunity for new and growing businesses across the North of England. The Northern Powerhouse Investment Fund II will increase the supply and diversity of early-stage finance for the North’s smaller businesses, providing funds to firms that might otherwise not receive investment and help to break down barriers in access to finance.