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SPECIAL FEATURE - IMMERSIVE ATTRACTIONS AND EXPERIENCES the show’s infamous games. This immersive prestigious motorsport to life across North

experience is not just about competition America. Building on the success of the
and strategy; it also includes a cultural global concept’s US venues in Boston and
element that celebrates Korean cuisine and Washington, D.C., the Philadelphia outpost
merchandise. The event features a night offers a total capacity of 550 guests and
market called “Squid Mart”, where visitors covers over 19,200sq ft, complete with 80
can indulge in cocktails, snacks and dishes state-of-the-art Formula 1 racing simula-
inspired by Korean cuisine. tors, plentiful high-top dinner seating and
Lionsgate has unveiled a new immersive an expansive, illuminated 43ft bar. For large
experience based on its blockbuster John bookings or those seeking an added layer of
Wick franchise at the AREA15 entertain- exclusivity, The Briefing Room private event
Redefining ment complex near the Las Vegas Strip. space - which can be split into two smaller
Developed in collaboration with AREA15 rooms - features a 120-person standing
capacity with exclusive use of 13 racing
and live experience specialists Egan Produc-
Audience tions, the attraction spans approximately simulators and an 18ft bar.
12,000sq ft and opened in March. It offers
INCUBASE Studio has launched its latest
interactive exhibition, Crayon Shinchan:
a highly interactive, mission-based experi-
ence built around the franchise’s stylised Space & Time Adventure, at Kai Tak Mall in
Engagement immersive design, interactive storytelling exhibition, which is part of an Asia tour, marks
action and cinematic universe. It combines Hong Kong, running until 31 August 2025. The
and physical engagement. It features over the city’s first large-scale Crayon Shinchan
a dozen themed environments, two bars showcase and the first of its kind at the mall.
From cutting-edge technology to multi-sensory storytelling, immersive and a dedicated retail space, all designed Drawing from the Crayon Shinchan manga,
attractions are transforming the way audiences engage with entertainment, to reflect the dark, refined atmosphere anime and movies, the exhibition features
of the Wick universe. Guests entering the five themed zones and nine exhibition areas,
culture and brands. No longer are visitors passive observers, they are active experience are immersed in the shadowy incorporating interactive games and mobile
participants, stepping into worlds where the boundaries between fiction underworld of John Wick, where they app elements. Spanning over 10,000sq ft, this
and reality blur. Here, RLI will take a look at a selection of unique and become active participants in an original, playful experience lets you join Shinchan and
innovative attractions and experiences from around the globe. high-stakes storyline. Each group of visitors the ‘Kasukabe Defence Force’ on a thrilling
is tasked with completing a mission, navigat- time-travelling rescue mission.
1 ing through themed rooms and interacting
with characters inspired by the films. From
2
n recent years, immersive attractions and leisure. However, when people do go out, isation strategy. It also reflects growing assassins to Continental staff and criminal
1. Cosm, Detroit, Michigan, US
Iexperiences have surged to the forefront they are now tending to go all out and be demand for shared immersive experiences figures, performers drive narrative progres- 2. Squid Game The Experience,
Manhattan Mall, New York City, US
of global entertainment, tourism and cultural willing to spend more on novel hospitality that merge digital content, real-time broad- sion and guest engagement through scripted 3. F1 Arcade, Philadelphia, Pennsylvania, US
industries. From the rise of hyper-realistic and leisure experiences. They are craving casting and venue-based entertainment. At and improvised moments. 4. John Wick Experience, AREA 15, Las Vegas, Nevada, US
theme park lands and walk-through narra- something different. From the perspective the facility’s core will be a CX Display dome F1 Arcade, the world’s first F1 experien- 3
tive installations to the explosion of virtual of hospitality businesses, once they find with an 87ft diameter, capable of hosting tial hospitality brand launched its third US
reality (VR), augmented reality (AR) and an immersive format that strikes a chord approximately 700 guests. The dome’s venue in Philadelphia on 29 May, bringing
projection-mapped environments, today’s with consumers, there are attractive visual infrastructure comprises thousands a one-of-its-kind social destination and
audiences are no longer content to sit back opportunities for growth. of high-resolution LED modules powered impressive food and beverage program to
and watch, they want to step in, interact and Over the following pages, RLI will explore by Cosm’s proprietary CX Engine, which the heart of Center City at 1330 Chestnut
be part of the experience. the wide-varying concepts on offer across supports spatial audio and precision lighting Street. Whether guests are looking to
At the heart of this movement lies a the world keeping in mind that, as we to deliver immersive visuals for live sports, test their skills against friends or immerse
fundamental shift in expectations. Modern move further into the experience economy, art installations and entertainment content. themselves in the energetic ambiance of
visitors crave deeper emotional connec- one thing is clear: immersion is no longer a Back in October, Netflix launched a ground- Formula 1 culture, this expansion marks
tions, personalised journeys and senso- novelty, it’s an expectation. breaking immersive experience based on its another major development in bringing the
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- 4
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

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