The Rise of the Experience Culture
The new age of entertainment is borderless. As global concepts travel faster than ever, retail and leisure destinations are borrowing from international playbooks to craft unique, experience-driven spaces. Over the coming pages, RLI leans into the sector to take a look at a number of international examples that highlight a reimagined global marketplace where entertainment, technology and culture converge.
In today’s experience-driven economy, entertainment has become the new anchor for destinations worldwide.
No longer confined to cinemas or amusement parks, global entertainment concepts are transforming how people shop, dine and play, creating immersive environments where culture, commerce and creativity seamlessly converge.
Across continents, forward-thinking developers and brands are reimagining physical spaces as social, interactive hubs. In Asia, technology-led entertainment – from AR-integrated retail to hyper-themed attractions, has turned shopping into spectacle. In the Middle East, mega-developments fuse luxury, lifestyle and leisure to deliver all-day, all-senses engagement. Meanwhile, in Europe and North America, experiential models such as competitive socialising, immersive dining and pop-up entertainment concepts are revitalising high streets and malls with renewed energy and purpose.
What defines this new wave is not simply scale, but storytelling. Global entertainment concepts draw on cultural trends and digital innovation to create experiences that resonate across borders while still reflecting local identity. From e-sports arenas to art-based immersive spaces, these venues invite visitors to become active participants rather than passive consumers, strengthening emotional connection and brand loyalty.
For the retail and leisure sectors, this convergence represents a powerful opportunity. As consumer priorities shift towards experience, wellbeing and shared moments, destinations that blend entertainment with retail stand to gain both relevance and resilience. Global entertainment concepts are not just reshaping how people spend their time, they’re redefining what destinations mean in a connected world.
Entertainment Concepts Around the World
Slick City Action Park, the world’s first indoor slide park featuring proprietary dry-slide technology, now officially stands at 107 locations signed or opened across the US and beyond. This milestone underscores the brand’s rapid rise, driven by its one-of-a-kind attractions, strong financial performance and an expanding corporate leadership team. Slick City parks offer a wide range of attractions designed to keep the entire family entertained for hours. Alongside the brand’s proprietary Slick Slides, guests can enjoy dodgeball and basketball on bouncy, sealed air floors, swing and glide on trapezes and zip lines, compete in go-karts, laser tag and mini golf, or for younger visitors, explore the Junior Jungle and Webcrawler. The brand continues to innovate with new slides such as the U-shaped Riptide, its steepest design to date, as well as the two-rider Turbo Twin, where guests race side-by-side on Slick Slide’s proprietary ride mats down a twisting course.
AREA15 in Las Vegas, the first-ever purpose-built destination for experiential attractions, art and entertainment, celebrated its fifth anniversary back in September. The attraction began as a 200,000sq ft venue and has evolved into a 40-acre entertainment district. This August, AREA15 launched its expansion, dubbed Zone 2: The Terminals. This included the first Universal Horror Unleashed attraction and a number of new experiences such as the John Wick experience. Across the AREA15 district, there are now a total of 23 immersive attractions, 11 F&B outlets and more than 60 sculptures and 30 murals. Through the end of 2025 and into 2026, the development will continue to open new experiences in Zone 2, including Felix & Paul Studios’ Interstellar Arc, the reimagined Boeing 747 multi-use event venue and the largest-ever Museum of Ice Cream location.
Five Iron Golf, a leading operator in the indoor golf and entertainment space, opened its seventh and largest New York City location back in September, a 20,000sq ft facility at 1290 Avenue of the Americas. Opened just 72 hours ahead of the 45th Ryder Cup’s opening matches at nearby Bethpage Black, the venue features 14 Trackman simulators with multi-angle camera systems, a Zen Putting Green and access to PGA-certified coaches and Callaway tour fittings. The venue also includes targeted programming and equipment designed to build strength, enhance mobility and promote full-body recovery. In addition to the golf offering, the venue also features Duckpin bowling; Dartsee, a projection-based twist on darts and a full-service restaurant and bar. Five Iron has quickly re-shaped urban golf culture by putting a modern spin on an old classic. It all began begun in 2017 from humble beginnings with one location on Fifth Avenue in the Flatiron District. Today, they operate over 30 locations across 16 US states and five countries. Its largest global site is in Dubai, UAE.
Netflix House is a permanent, year-round fan destination where visitors can step into their favourite Netflix shows through immersive experiences, themed restaurants and shops. The concept is set to launch in Philadelphia at King of Prussia on 12 November and in Dallas at Galleria Dallas on 11 December (a Las Vegas location is currently scheduled for 2027). Spanning more than 100,000sq ft, Netflix House is a first-of-its-kind, permanent year-round home for fans that is free to enter and brings some of their most popular shows and movies to life – including Wednesday, Squid Game, ONE PIECE, Stranger Things, KPop Demon Hunters, Love Is Blind and A Knives Out Mystery franchise – through first-of-their-kind, immersive story-driven experiences. Building on more than 40 previous live experiences for Bridgerton, Money Heist, Stranger Things, Squid Game, The Perfect Bite and NETFLIX BITES, Netflix House is the next step, allowing fans of all ages to become the main characters in their favourite stories.
Kai Tak Sports Park, Hong Kong’s new multi-purpose sports and entertainment complex, officially opened its doors back in March. This massive complex is home to the new 50,000-seat Kai Tak Stadium, a 10,000-seat arena and 5,000-seat public sports ground and includes other amenities like retail and dining areas. The opening was marked by a ceremony and has since hosted major events like the Hong Kong Sevens and Coldplay concerts. With “Pearl of the Orient” as its facade design theme, the stadium’s exterior is made up of 27,000 aluminium panels that create a shimmering pearlescent form that changes colour with the natural light, shifting from cobalt blue to metallic purple and silver throughout the day. Viewed from the bay, it adds an instantly recognisable new landmark to Hong Kong’s famous waterfront skyline.
Kandima Maldives, the bold, active lifestyle resort famous for breaking the mould in island travel, has once again raised the bar with the launch of PlaySpace – an electrifying, all-ages entertainment destination redefining island resort entertainment in the Maldives. Nestled in the heart of Kandima, PlaySpace blends retro vibes with modern thrills, offering an eclectic mix of activities that cater to thrill-seekers, families and fun-loving guests alike. From high-energy bowling sessions and private karaoke nights to immersive VR experiences, escape room adventures and classic arcade games, this new facility further reinforces Kandima as the Maldives’ go-to active lifestyle destination. With vibrant 80s-inspired design and a bold approach to leisure, PlaySpace aligns perfectly with Kandima’s ethos of playful luxury. Kandima has just launched Fast Track – the ultimate go-karting experience in the Maldives. This one-of-a-kind, ultra-stylish e-go-kart circuit redefines island adventure. Stretching 500m along the oceanfront, it’s the Maldives’ first and only asphalt track of its kind, offering heart-racing speeds of up to 80km/h and 10 thrilling turns.
The Sparkx Sportainment Group story began with a spark and turned into Europe’s largest sports theme park. Sparkx Hasselt in Belgium is the biggest sportainment park in Europe. Perfect to visit with your partner, children, family and friends, it offers more than 50 sports across 36 adrenaline-inducing attractions. Suitable for both experienced and inexperienced athletes, everyone can come together under one roof to discover new sparks or rediscover old ones, whether it be trying a climbing wall for the first time or rediscovering your love of dodgeball. A second location is also situated in Belgium in the city of Gent.
Elsewhere in Europe, KOEZIO PARKS are the French-based innovative family entertainment centres where guests can play, share, connect and repeat. Large mazes, high ropes courses, game modules, virtual reality experiences, escape rooms, action games, arcades, F&B, you name it and KOEZIO has it. Above all else, KOEZIO is about fun and team spirit, visitors will discover surprising, unusual and challenging experiences, adapted to everyone’s desires and where the unique objective is to enjoy a timeless moment with someone.
As part of its ongoing global expansion, the world’s first official Formula 1® hospitality concept has announced its first ever franchise deal, with plans to open its debut venue in Spain by 2027. F1® Arcade, the world’s first official Formula 1® racing experience venue, has unveiled the signing of a Master Franchise Agreement with Top Racing Iberia. The agreement marks a significant milestone in F1® Arcade’s international expansion, with a debut venue set to open in Madrid, Spain in the next 12 months, followed by Portugal at a later date. The concept currently operates in London, Birmingham, Boston, Washington D.C., Las Vegas (which opened doors last month to a 21,000sq ft attraction inside The Forum Shops at Caesars Palace and combines the thrill of Formula 1 racing with world-class F&B) and Philadelphia. Upcoming confirmed openings include Atlanta and Denver, with more soon to be announced. This next phase of global expansion is driven by F1® Arcade’s $130M funding round, led by Cheyne Capital, with participation from Liberty Media Corporation, Permira Credit and OakNorth, which closed in July 2024
Universal Destinations & Experiences, a unit of Comcast NBCUniversal, intends to build and operate the company’s first-ever Universal branded theme park and resort in the UK, located in Bedford, pending planning consent approvals. The proposals include an entertainment resort complex featuring a world-class theme park with several themed lands, visitor accommodation, as well as a range of retail, dining and entertainment uses. The development will have a transformative impact on Bedford and the UK economy; it will generate nearly £50bn of economic benefit and create 28,000 jobs. While the development is still in its infancy, the project is being designed to also help deliver several long sought after transportation upgrades including an expanded Wixams railway station, direct slip roads from the A421 and other local road improvements.
Starting life in 2014 as a pop-up in Shoreditch to test the concept of combining crazy golf with cocktails and street food, Swingers has been hitting holes in one ever since and continues to expand and evolve its offering. They have since opened permanent venues in London, New York, Washington D.C. and Las Vegas, each offering immersive environments with multiple crazy golf courses, bars and street food kitchens. They have also introduced Carnival to their venues, a retro arcade experience that adds another layer of fun and playability. This year they also opened their first location with a franchise partner, an incredible 21,000sq ft venue on Bluewaters Island in Dubai, UAE.
Freight Island, a huge, innovative entertainment and dining destination, is set to arrive at Eldon Square in 2025. Inspired by the likes of Coney Island in New York and the famous Tivoli Gardens in Copenhagen, the new space spans an impressive 60,000sq ft and will reclaim the top floor of the former Debenhams unit and additional roof top space. It will create a diverse and exciting indoor-outdoor space for food, drink, music and immersive entertainment right in the heart of Newcastle, after launching its first award-winning site in Manchester in 2020. The venue will transform the top floor of this former department store into a vibrant hub of activity, offering a dynamic mix of experiences – from family-friendly events and global street food by day to high-energy DJ sets and live performances by night. Freight Island Newcastle will take inspiration from some of the world’s leading social and entertainment spaces and the venue will bring a mix of cultural and immersive experiences to the city, including everything from kids’ raves and Michelin-star level dining to live performances and some late-night parties.
The UK’s newest entertainment sensation, Activate, is set to open its doors at Highcross Leicester, marking another major milestone in its nationwide expansion. Following the phenomenal success of its debut at The O2 in London at the end of last year followed by its July launch in Newcastle, Activate is quickly taking the UK by storm – offering an electrifying, tech-infused social gaming experience that’s redefining how we play, connect and compete. Blending the thrill of video games with real-world physical activity, Activate is a first-of-its-kind immersive experience that lets teams of two to five players enter a high-energy arena filled with dynamic game rooms. Using cutting-edge technology, players test their speed, agility, memory, problem-solving and teamwork in a variety of game challenges that feel straight out of a futuristic sport. Activate is already a sensation in North America with 60 successful locations across Canada, the US and Dubai and is revolutionising the world of competitive socialising in the UK.
Once home to the only real-snow indoor ski slope in Scotland, GRID is scheduled to take over the current XSite Braehead scheme in January 2026 amidst a multi-million pound investment and transformation that is guaranteed to provide entertainment around every corner. The XPE Group strategy has centred on introducing entirely fresh uses alongside treasured family favourites. New ‘all day’ F&B offers add appeal for daytime visitors – and a constantly revolving agenda of focused events and commercialisation activations (delivered by specialist consultant Clicks To Bricks) ice the cake with unexpected treats that also drive net revenue. At the heart of the new development is the game-changing K1 Speed, a brilliant US based e-karting phenomenon.
T-Squared Social isn’t just a bar, a restaurant, or a golf spot. It’s a social destination that unites the worlds of Tiger Woods and Justin Timberlake in one location. Whether you’re seeking an extraordinary round of virtual golf or a night out with spectacular entertainment, this is the place to be. After finishing a round of golf at Albany in The Bahamas, NEXUS shareholders and friends Tiger Woods and Justin Timberlake started talking about doing more together in a business that builds upon their passions. T-Squared Social was born. Two friends who love competition, gaming and sports, music and entertainment and good food collaborated to envision this concept. T-Squared Social is a new kind of dining and entertainment experience driven by Tiger and Timberlake – the Ts of T-Squared Social. After making its physical debut in Manhattan, New York, the concept has recently launched its second outpost at St Andrews in Scotland, with more on the way.
The Walt Disney Company and Miral, Abu Dhabi’s leading creator of immersive destinations and experiences, announced they have reached an agreement to create a landmark Disney theme park resort on Yas Island in Abu Dhabi, UAE. Set along the stunning waterfront, Disney Abu Dhabi will bring iconic stories and magical experiences to life like never before. The future resort will feature groundbreaking technology, stunning design and a breathtaking modern castle. It promises to be a world-class destination, offering incredible entertainment, themed accommodations and unique dining and shopping – all infused with the storytelling magic people know and love from the world of Disney. This extraordinary project will create a world of wonder, imagination and unforgettable memories for families and fans across the globe.
Little Lion Entertainment, a leading immersive attractions company, has announced plans for a flagship venue in Dubai dedicated to The Crystal Maze Live Experience. This forms part of an international expansion aimed at bringing the attraction to audiences worldwide and marks the beginning of a new era for the adrenaline-filled experience. This announcement follows the signing of a 10-year international rights extension with Banijay, the global content powerhouse behind The Crystal Maze IP and represents one of the most significant collaborations in the immersive entertainment industry. Little Lion Entertainment’s UK venues in London and Manchester have attracted hundreds of thousands of visitors. Its expansion into the UAE builds on this success and positions The Crystal Maze at the forefront of the Middle East’s rapidly growing entertainment industry. Recently, Little Lion Entertainment announced it will open three new Arcade Arenas across the UK over the coming months, with a substantial new funding package from HSBC UK. This will include a flagship venue in central London.
Apparel Group, a leading fashion and lifestyle retail conglomerate in the region, is proud to announce a strategic partnership with London-based Immersive Gamebox (IGB) through a multi-million-dollar master franchise agreement that will bring high-tech social gaming experiences to major shopping destination across the GCC market. Through this agreement, multiple Immersive Gamebox locations will open across key GCC markets over the next five years, positioning Apparel Group at the forefront of experience-led destination retail. Immersive Gamebox is globally recognized for its proprietary technology that enables fully interactive group gaming without headsets or controllers. Through motion tracking, responsive touchscreens and projection-mapped environments, players engage directly with the digital space around them—delivering intuitive, social experiences for all ages. Game sessions span 30 to 90 minutes and include a growing catalogue of licensed content from global franchises such as Squid Game, Batman, Ghostbusters, Paw Patrol and The Floor is Lava.
KCC Entertainment Design, a leading creator of themed environments, presents the world’s first Booba World, an immersive entertainment destination inspired by the popular animated character Booba, set to debut in Dubai. Situated in First Avenue Mall, Jumeirah, this innovative attraction will span over 1,500sq m and features interactive recreations of famous scenes from the hit Booba series. Centred on the theme ‘Discover the World with Booba’, the experience starts in Booba’s attic, where visitors enter through a magical wardrobe into a series of worlds full of adventure, imagination and fun. Booba World will encompass seven distinct zones, each thoughtfully designed to provide a blend of fun and educational experiences for children aged between 2 and 8, as well as their families. Alongside the play zones, visitors can browse a diverse selection of themed merchandise at the retail store and indulge in Booba-inspired snacks and drinks at the immersive café.
Saudi Entertainment Ventures (SEVEN) and Qiddiya Investment Company (QIC) have combined to become a lifestyle and entertainment giant in Saudi Arabia. SEVEN will continue to redefine the concept of entertainment in Saudi Arabia and elevate the entertainment experience for visitors by developing and operating 21 entertainment projects in 14 Saudi cities. Later this year, Six Flags will be branching out from North America with its first international theme park slated to open on the outskirts of Riyadh, Saudi Arabia, by the end of 2025. The latest venture touts a grand total of 28 rides and attractions divided across six themed lands, with five of the rides on track to break records. At the same time, a water park tipped to be the largest in the Middle East is under development as part of the wider Qiddiya City entertainment complex.
A project situated within Qiddiya City is the Mercedes-AMG World of Performance, an immersive and interactive experience and exhibit that launches motorsports followers, performance car fans and the general public into the world of Mercedes-AMG and its famed Petronas Formula One team. Consisting of nine floors, the scheme spans an impressive 45,000sq m and is home to more than 20 immersive attractions and exhibits suitable for all age groups. The site is situated on the edge of Qiddiya City’s iconic Speed Park Track for easy access to one of the world’s most amazing circuits. Visitors should prepare for full-bore track experiences that place you behind the wheel of AMG’s latest models and alongside dedicated professional drivers, there to coach you on how to achieve lightning-fast lap times and advanced driving techniques.
Angry Birds World is the world’s first and only theme park dedicated to the iconic Angry Birds franchise, offering an unparalleled mix of indoor and outdoor attractions. Nestled within Doha Festival City, this one-of-a-kind entertainment destination blends immersive storytelling, thrilling rides and interactive experiences across both indoor and open-air zones, catering to families, adventure seekers and gaming enthusiasts alike. By combining cutting-edge technology with engaging entertainment, Angry Birds World redefines theme park experiences in Qatar and beyond. As the world’s first Angry Birds-themed Park, it has transformed a beloved digital franchise into an extraordinary physical experience, bringing families together through interactive rides, live entertainment and unique gaming elements.
