Page 52 - #195 Dec2024/Jan2025

n an ever-evolving consumer landscape, audiences are
SPECIAL FEATURE - IMMERSIVE ATTRACTIONS & EXPERIENCES Ino longer satisfied with passive engagement; instead DC this autumn and plan to open 30 locations globally
across the next five years. This thrilling new simulation
they crave immersive, interactive experiences that are racing experience, with sites also in the UK, offers all the
worth spending their hard-earned money on. People value excitement, drama and glamour of Formula 1 racing.
their leisure time more than ever before and because of B&B Theatres has announced the opening a new state-
this, are far more selective in where they spend their time. of-the-art cinema at American Dream in East Rutherford,
So what is an immersive attraction or experience? New Jersey. This venue will open next year and feature
Essentially it involves taking the user to a new location, the largest ScreenX auditorium in the world. This new
period or space where they can engage with the setting cinema promises an unparalleled movie-going experience.
and the character. Various media, including 360-degree ScreenX, developed by CJ 4DPLEX, is a revolutionary
movies, augmented reality, virtual reality, interactive multi-projection system that extends the movie screen onto
installations and live performances assist in helping to the surrounding walls, providing a 270-degree panoramic
create this attraction or experience. viewing experience. This innovative technology transforms
An immersive attraction or experience can engage traditional cinema, immersing viewers in a captivating visual
consumers deeper, making them feel like they are a part environment that enhances key scenes and exclusive scenic
of the experience rather than simply watching it, as the elements. The new ScreenX auditorium at American
examples that follow will highlight. Dream will be the largest of its kind, boasting an 80-foot-
Back in October, Netflix launched a groundbreaking wide centre screen and side walls measuring 82 feet each,
immersive experience based on its global phenomenon, offering 242 feet of immersive viewing space.
Squid Game, in New York City. Dubbed Squid Game: The Las Vegas, a city renowned for its entertainment and
Experience, this initiative marks the streaming giant’s latest innovation, is set to break new ground with the approval
venture into the world of location-based entertainment, of America’s first officially designated “immersive tourism”
allowing fans to step into the world of the hit Korean series district. The new district, officially named the New Vegas
and test their skills in a series of challenges inspired by the Immersive District, will encompass 35.5 acres adjacent
show. Launched at Manhattan Mall, the new experience to the popular art and entertainment complex AREA15.
offers fans of the series a unique opportunity to immerse At the heart of the New Vegas Immersive District are
themselves in the show’s intense and suspenseful several high-profile attractions that promise to make it a
environment. The experience promises to transport must-visit destination. Among these is Universal Horror
participants into the high- Unleashed, a massive
stakes world of Squid AN IMMERSIVE ATTRACTION OR 100,000sq ft attraction
Game, where they will face EXPERIENCE CAN ENGAGE CONSUMERS inspired by Universal
challenges directly inspired DEEPER, MAKING THEM FEEL LIKE THEY Studios’ Halloween Horror
by the show’s infamous ARE A PART OF THE EXPERIENCE RATHER Nights. This year-round
games. This immersive THAN SIMPLY WATCHING IT. experience, currently under
experience is not just about construction, is expected to
competition and strategy; it also includes a cultural element draw horror enthusiasts from around the world, offering
that celebrates Korean cuisine and merchandise. The event them an immersive and thrilling experience. Additionally,
features a night market called “Squid Mart,” where visitors Lionsgate Entertainment is developing a 12,000sq ft
can indulge in cocktails, snacks and dishes inspired by attraction within AREA15 based on the blockbuster John
Capturing entertainment venue that will bring some of their most into the world of the action-packed movies, providing a
Korean cuisine.
Wick film series. This attraction will allow visitors to step
Meanwhile, the upcoming Netflix House is an experiential
unique and interactive experience that aligns with the
beloved titles to life. Building on previous Netflix live
district’s immersive theme. The district is spearheaded by
experiences for Bridgerton, Money Heist, Stranger Things,
Squid Game and Netflix Bites, Netflix House will go one AREA15 and supported by significant investments from
the Fisher Brothers - Winston, Ken, and Steven Fisher -
the Moment your favourite Netflix stories and characters beyond the science and technology has opened to the public in Shanghai,
who have already invested $100M into the project.
step further and create an unforgettable venue to explore
A new museum dedicated to interactive and experiential
screen year-round. The first two locations will open at
King of Prussia in Pennsylvania and Galleria Dallas in 2025.
China. Called the Neobio Museum, the brand new STEM
Both Netflix Houses will occupy former department store
the relationship between science, life and art through a
locations and span footprints of more than 100,000sq ft. attraction aims to guide young people to understand
F1® Arcade, the world’s first F1 experiential hospitality series of fully-sensory, interactive experiences, exploring
In today’s world, businesses are striving to captivate and engage brand, has announced Las Vegas as its third US venue due fields such as natural science, avant-garde technology and
customers in ever more unique and innovative ways. With so much on to open in 2025. F1® Arcade will bring its first-of-its-kind aerospace exploration. Set over three storeys, the 6,000sq
offer, attaining customer attention is harder than ever and so immersive experiential venue with show-stopping hospitality and an m attraction is split into five major exhibitions - Power
attractions and experiences are emerging as a key way of addressing electrifying atmosphere to The Forum Shops at Caesars Hungry, Miracle Labs, Secret Studios, Maker’s Hall and
Space Station. The museum has redefined the concept
Palace, which is attached to the destination’s iconic Caesars
this. Over the coming pages, RLI will take a look at a selection of global Palace Las Vegas. F1® Arcade’s US expansion comes as of indoor playgrounds by blending art and technology-
examples that are standing out from the crowd. the sport continues to gain impressive viewership and driven exhibits into one groundbreaking attraction, offers
attendance figures across the US. The Las Vegas opening a uniquely playful and interactive experience.
marks the next phase of an ambitious US roll-out plan Launched last month in Singapore, for the first time in
following the opening of its first US location in Boston Southeast Asia, people can step into the extraordinary
Frameless, London, UK Seaport in April. F1® Arcade will open in Washington world of Space Explorers: THE INFINITE which is inspired

52 RETAIL & LEISURE INTERNATIONAL DECEMBER 2024/JANUARY 2025 DECEMBER 2024/JANUARY 2025 RETAIL & LEISURE INTERNATIONAL 53