New immersive learning space brings railway to life for Avanti West Coast staff

• Avanti West Coast opens state-of-the-art facility at its Talent Academy in Crewe
• Technology allows staff to step into real-life scenarios to practice skills in a safe environment
• Investment marks new chapter of innovation and learning on West Coast

Avanti West Coast has unveiled a cutting-edge immersive learning space to help staff put their skills to test in a safe environment.

Located in the intercity operator’s Talent Academy in Crewe the facility called ‘Immerse’ enlists 270-degree video projections, sound, light and scent to recreate situations on the rail network that can support with learning.

Designed to be a safe and controlled environment, it allows colleagues to experience real-life situations they may encounter in their roles, from standing on a busy platform as a train arrives to observing how customers are supported at ticket gates. It also offers the opportunity to see a station from a customer’s perspective, including that of a child with autism.

By bringing the railway to life in this way, colleagues can test their skills, practice responding to different situations and build confidence with the support of trainers and peers before facing them in a live operational environment.

Avanti West Coast’s Learning and Development team can create content for display in the immersive space while utilising light, sound, scent and fans to simulate scenarios on platforms, concourses, and trackside during various weather types and times of day.

The facility offers flexible and accessible learning by allowing colleagues to experience the realities of the job at the touch a button and receive immediate feedback on how they respond. This helps staff to feel more prepared, gain a better understanding of customers’ needs and build confidence in dealing with challenges.

Immerse is not limited to training customer facing or operational roles, it will also be used to test new ideas and consider innovative approaches to stations or onboard trains before being introduced in a live operational environment.

Avanti West Coast has worked with Immersive Interactive (the UK’s leading provider of interactive classrooms and virtual simulation spaces) to develop the learning hub as part of its commitment to improve learning experiences for its colleagues and deliver a better experience for customers.

The opening of Immerse marks the latest investment by the intercity operator in digital learning. It follows the rollout of Virtual Reality (VR) and Augmented Reality (AR) tools which help colleagues develop technical skills, such as train dispatch, as well as behavioural skills needed to support customers.

Anita Brown, Head of Innovation and Engagement at Avanti West Coast, said: “The opening of our immersive space marks an exciting chapter for learning and innovation at Avanti West Coast. By bringing to life the railway in a realistic and engaging way, it gives colleagues the opportunity to develop skills, put learning into practice and build confidence in a safe and supportive environment.  

“We’ve invested in this facility to give our staff the tools, training and confidence to keep everyone safe and deliver great customer service. It is a valuable addition to our training offering, helping colleagues gain experience and better prepare for real-life situations.

“Crewe has a proud railway heritage and continues to play an important role in the future of the rail industry. We’re proud to be investing in facilities in this railway town to support the development of our colleagues and create opportunities for the next generation.”

Connor Naismith, MP for Crewe and Nantwich, said: “I warmly welcome the further investment in Avanti West Coast’s Crewe-based Talent Academy. The new immersive learning space is a fantastic addition that will help equip staff with the skills they need to deliver an even better service for passengers. Investing in training and development is vital for the future of our railway, and I am pleased to see this commitment to supporting both the workforce and the travelling public.”

Richard Barr, Chair of Crewe Rail Forum, said: “The new immersive space at Avanti West Coast’s Talent Academy represents an exciting new chapter for Crewe’s proud railway story. Building generations of heritage, expertise and hard work, this investment combines the town’s deep-rooted rail traditions with cutting-edge technology to equip the workforce of the future. It is a powerful demonstration of the confidence being placed in Crewe, strengthening its position as a nationally recognised centre of excellence for the UK rail industry while supporting skilled jobs, local businesses and the wider economy. With continued ambition and collaboration, the Talent Academy and its new immersive space is truly a jewel in the crown of Britain’s national training facilities, showcasing what Crewe does best and ensuring its railway legacy continues to thrive for many years to come.”  

ENDS