When you venture to San Diego for Comic Con this July, you’ll also venture into Westeros.

To celebrate the upcoming premiere of Game of Thrones prequel House of the Dragon, HBO Max is setting up The Dragon’s Den. The immersive fan experience will transport guests back to a Targaryen-ruled Westeros.

“We are excited to reignite the ‘Game of Thrones’ fandom and franchise by bringing Westeros back to Comic-Con after a three-year hiatus,” said Pia Barlow, Executive Vice President of Originals Marketing at HBO Max. “We’re creating an immersive experience that will allow old and new fans alike to engage in a unique journey, bringing them closer to the Westeros featured in the new series House of the Dragon.”

House of the Dragon: The Dragon’s Den will take Comic Con attendees through a ceremonial dragon hatching experience. Walking in a Targaryen’s footsteps, each person will step from our world into the sights and sounds of King’s Landing. You’ll interact with people of the city, select your own dragon egg, and bravely demonstrate you are worthy of a bond with a dragon. From the caverns of Dragonstone to the magnificent Red Keep, guests will be ushered by a designated Dragonkeeper through seven dynamic phases, encountering special interactions and sound sensory elements. The experience culminates in the Throne Room… where yes, you’ll get to sit on the Iron Throne.

House of the Dragon DracARys

Finally, the experience extends beyond the pop-up, as each guest (having proved themselves true Targaryens) will hatch a personalized virtual dragon egg via augmented reality app, DracARys. The app launches July 20. Participants of The Dragon’s Den will receive exclusive access to the app’s dragon hatching features before the app begins its global rollout and unlocks full functionality on July 25.

House of the Dragon: The Dragon’s Den will be open to all SDCC badge holders and run from Wednesday July 20 to Sunday July 24. You can find the full operating schedule below.

The Dragon’s Den was created by agency Giant Spoon, with sound effects powered by Bose.

Fans can also catch House of the Dragon at Hall H with a special panel featuring the stars and creative team. 

The series premieres on HBO and HBO Max August 21.

Visit The Dragon’s Den

Activation Location:

MLK JR Promenade: 326 W Harbor Dr, San Diego, CA 92101

The Dragon’s Den Hours:

Wednesday, July 20: (Press Preview): 6:30pm – 8:30pm

Thursday, July 21: 11:00am – 6:30pm 

Friday, July 22: 11:00am – 6:30pm 

Saturday, July 23: 11:00am – 6:30pm 

Sunday, July 24: 11:00am – 4:30pm

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