Page 78 - #200 June/July 2025

SPECIAL FEATURE - IMMERSIVE ATTRACTIONS AND EXPERIENCES

Redefining

Audience

Engagement

From cutting-edge technology to multi-sensory storytelling, immersive
attractions are transforming the way audiences engage with entertainment,
culture and brands. No longer are visitors passive observers, they are active
participants, stepping into worlds where the boundaries between fiction
and reality blur. Here, RLI will take a look at a selection of unique and
innovative attractions and experiences from around the globe.

n recent years, immersive attractions and leisure. However, when people do go out, isation strategy. It also reflects growing
Iexperiences have surged to the forefront they are now tending to go all out and be demand for shared immersive experiences
of global entertainment, tourism and cultural willing to spend more on novel hospitality that merge digital content, real-time broad-
industries. From the rise of hyper-realistic and leisure experiences. They are craving casting and venue-based entertainment. At
theme park lands and walk-through narra- something different. From the perspective the facility’s core will be a CX Display dome
tive installations to the explosion of virtual of hospitality businesses, once they find with an 87ft diameter, capable of hosting
reality (VR), augmented reality (AR) and an immersive format that strikes a chord approximately 700 guests. The dome’s
projection-mapped environments, today’s with consumers, there are attractive visual infrastructure comprises thousands
audiences are no longer content to sit back opportunities for growth. of high-resolution LED modules powered
and watch, they want to step in, interact and Over the following pages, RLI will explore by Cosm’s proprietary CX Engine, which
be part of the experience. the wide-varying concepts on offer across supports spatial audio and precision lighting
At the heart of this movement lies a the world keeping in mind that, as we to deliver immersive visuals for live sports,
fundamental shift in expectations. Modern move further into the experience economy, art installations and entertainment content.
visitors crave deeper emotional connec- one thing is clear: immersion is no longer a Back in October, Netflix launched a ground-
tions, personalised journeys and senso- novelty, it’s an expectation. breaking immersive experience based on its
ry-rich environments that transport them Cosm, a leader in immersive sports and global phenomenon, Squid Game, in New
beyond everyday life. In response, creators entertainment experiences, has broken York City. Dubbed Squid Game: The Expe-
across disciplines such as theatrical set ground on its latest venue in downtown rience, this initiative marks another of the
designers and game developers to archi- Detroit. Located at the intersection of streaming giant’s ventures into the world
tects and technologists are joining forces Monroe Street and Campus Martius, the of location-based entertainment, allowing
to craft spaces that merge storytelling, 70,000sq ft site will house a state-of-the- fans to step into the world of the hit Korean
technology and physical design into seam- art LED dome and multi-functional enter- series and test their skills in a series of chal-
less, participatory experiences. tainment spaces. Scheduled for completion lenges inspired by the show. Launched at
Speaking on the topic, Isabelle Shepherd, by mid-2026, the development will be Manhattan Mall, the new experience offers
partner at HaysMac, commented: “Although Cosm’s fourth permanent venue following fans of the series a unique opportunity to
some may have more in their pockets locations in Dallas, Los Angeles and the immerse themselves in the show’s intense
following National Minimum Wage rises, upcoming site in Atlanta. The project forms and suspenseful environment. The experi-
statistics from Q1 show this hasn’t flowed the centrepiece of Bedrock’s redevelopment ence promises to transport participants into
through to increased hospitality spending, of Cadillac Square and represents a signif- the high-stakes world of Squid Game, where
particularly regarding casual hospitality and icant investment in Detroit’s urban revital- they will face challenges directly inspired by

78 RETAIL & LEISURE INTERNATIONAL JUNE/JULY 2025