Capturing the Moment
In today’s world, businesses are striving to captivate and engage customers in ever more unique and innovative ways. With so much on offer, attaining customer attention is harder than ever and so immersive attractions and experiences are emerging as a key way of addressing this. Over the coming pages, RLI will take a look at a selection of global examples that are standing out from the crowd.
In an ever-evolving consumer landscape, audiences are no longer satisfied with passive engagement; instead they crave immersive, interactive experiences that are worth spending their hard-earned money on. People value their leisure time more than ever before and because of this, are far more selective in where they spend their time.
So what is an immersive attraction or experience? Essentially it involves taking the user to a new location, period or space where they can engage with the setting and the character. Various media, including 360-degree movies, augmented reality, virtual reality, interactive installations and live performances assist in helping to create this attraction or experience.
An immersive attraction or experience can engage consumers deeper, making them feel like they are a part of the experience rather than simply watching it, as the examples that follow will highlight.
Back in October, Netflix launched a groundbreaking immersive experience based on its global phenomenon, Squid Game, in New York City. Dubbed Squid Game: The Experience, this initiative marks the streaming giant’s latest venture into the world of location-based entertainment, allowing fans to step into the world of the hit Korean series and test their skills in a series of challenges inspired by the show. Launched at Manhattan Mall, the new experience offers fans of the series a unique opportunity to immerse themselves in the show’s intense and suspenseful environment. The experience promises to transport participants into the high-stakes world of Squid Game, where they will face challenges directly inspired by the show’s infamous games. This immersive experience is not just about competition and strategy; it also includes a cultural element that celebrates Korean cuisine and merchandise. The event features a night market called “Squid Mart,” where visitors can indulge in cocktails, snacks and dishes inspired by Korean cuisine.
Meanwhile, the upcoming Netflix House is an experiential entertainment venue that will bring some of their most beloved titles to life. Building on previous Netflix live experiences for Bridgerton, Money Heist, Stranger Things, Squid Game and Netflix Bites, Netflix House will go one step further and create an unforgettable venue to explore your favourite Netflix stories and characters beyond the screen year-round. The first two locations will open at King of Prussia in Pennsylvania and Galleria Dallas in 2025. Both Netflix Houses will occupy former department store locations and span footprints of more than 100,000sq ft.
F1® Arcade, the world’s first F1 experiential hospitality brand, has announced Las Vegas as its third US venue due to open in 2025. F1® Arcade will bring its first-of-its-kind experiential venue with show-stopping hospitality and an electrifying atmosphere to The Forum Shops at Caesars Palace, which is attached to the destination’s iconic Caesars Palace Las Vegas. F1® Arcade’s US expansion comes as the sport continues to gain impressive viewership and attendance figures across the US. The Las Vegas opening marks the next phase of an ambitious US roll-out plan following the opening of its first US location in Boston Seaport in April. F1® Arcade will open in Washington DC this autumn and plan to open 30 locations globally across the next five years. This thrilling new simulation racing experience, with sites also in the UK, offers all the excitement, drama and glamour of Formula 1 racing.
B&B Theatres has announced the opening a new state-of-the-art cinema at American Dream in East Rutherford, New Jersey. This venue will open next year and feature the largest ScreenX auditorium in the world. This new cinema promises an unparalleled movie-going experience. ScreenX, developed by CJ 4DPLEX, is a revolutionary multi-projection system that extends the movie screen onto the surrounding walls, providing a 270-degree panoramic viewing experience. This innovative technology transforms traditional cinema, immersing viewers in a captivating visual environment that enhances key scenes and exclusive scenic elements. The new ScreenX auditorium at American Dream will be the largest of its kind, boasting an 80-foot-wide centre screen and side walls measuring 82 feet each, offering 242 feet of immersive viewing space.
Las Vegas, a city renowned for its entertainment and innovation, is set to break new ground with the approval of America’s first officially designated “immersive tourism” district. The new district, officially named the New Vegas Immersive District, will encompass 35.5 acres adjacent to the popular art and entertainment complex AREA15. At the heart of the New Vegas Immersive District are several high-profile attractions that promise to make it a must-visit destination. Among these is Universal Horror Unleashed, a massive 100,000sq ft attraction inspired by Universal Studios’ Halloween Horror Nights. This year-round experience, currently under construction, is expected to draw horror enthusiasts from around the world, offering them an immersive and thrilling experience. Additionally, Lionsgate Entertainment is developing a 12,000sq ft attraction within AREA15 based on the blockbuster John Wick film series. This attraction will allow visitors to step into the world of the action-packed movies, providing a unique and interactive experience that aligns with the district’s immersive theme. The district is spearheaded by AREA15 and supported by significant investments from the Fisher Brothers – Winston, Ken, and Steven Fisher – who have already invested $100M into the project.
A new museum dedicated to interactive and experiential science and technology has opened to the public in Shanghai, China. Called the Neobio Museum, the brand new STEM attraction aims to guide young people to understand the relationship between science, life and art through a series of fully-sensory, interactive experiences, exploring fields such as natural science, avant-garde technology and aerospace exploration. Set over three storeys, the 6,000sq m attraction is split into five major exhibitions – Power Hungry, Miracle Labs, Secret Studios, Maker’s Hall and Space Station. The museum has redefined the concept of indoor playgrounds by blending art and technology-driven exhibits into one groundbreaking attraction, offers a uniquely playful and interactive experience.
An immersive attraction or experience can engage consumers deeper, making them feel like they are a part of the experience rather than simply watching it.
Launched last month in Singapore, for the first time in Southeast Asia, people can step into the extraordinary world of Space Explorers: THE INFINITE which is inspired by NASA missions. Visitors should prepare to be immersed in this awe-inspiring setting, the world’s largest immersive space exploration experience. Through the transformative lens of immersive VR, visitors will be transported 400km above Earth into the International Space Station. This voyage offers more than just mere observations; it immerses you in the essence of space exploration without ever leaving the ground. From exclusive encounters with astronauts to serene moments of Earth-gazing, every sensation deepens your connection to the universe and your place within it. It’s more than just a simple expedition; it’s an emotional odyssey that leaves a lasting impression.
Back in September, Lausanne in Switzerland hosted the opening of a significant cultural event: TITANIC: The Artefact Exhibition. This exhibition, which has captivated over 35 million visitors worldwide, is renowned for its careful preservation and presentation of Titanic’s history. Now, with the introduction of a new immersive gallery, visitors in Switzerland have the unique opportunity to experience the grandeur and tragedy of the Titanic as never before. The exhibition features a carefully curated collection of authentic artefacts recovered from the wreck site, each one offering a tangible link to the past. One of the key highlights of the Lausanne exhibition is the new immersive gallery, which enhances the traditional artefact display with dynamic, interactive elements. This addition allows visitors to enter the world of the Titanic, imagining themselves on board the legendary ship. The immersive section recreates scenes from life on deck through state-of-the-art technology, offering an unparalleled experience that blends historical education with emotional engagement.
Immerse LDN is London’s newest entertainment district for world-class immersive experiences and original productions across TV, film, music, art and gaming – all to the backdrop of ExCeL London’s new waterfront in the Royal Docks. Step into the heart of everyone’s favourite TV show at the UK flagship of The FRIENDS™ Experience: The One In London, with nostalgia-packed recreated sets, iconic backdrops, costumes and props. Back in August, the site also launched a new experience where guests can enter the world of motorsport with Formula 1®: The Exhibition – an interactive journey through the extraordinary story of motorsport’s greatest spectacle. Immerse LDN also houses a wide variety of food and drink offerings, beginning with street food collective KERB – serving some of London’s most exciting street food – followed by a brand-new waterside food hall & bar and café later in the year. Current outlets include established KERB eateries such as Duck Shed (wraps, salads & burgers), Masa Taqueria (Tacos), Nazari (Middle Eastern cuisine) and speciality London-roasted coffee house Hej.
Also in London is Frameless, a pioneering, innovative story-telling company that uses the highest quality projection and digital technology, combined with Hollywood-style special effects to remix, reimagine and reinterpret stories, pushing the boundaries of creativity to deliver new levels of audience experience by transporting its visitors to new worlds. Everything they do is driven by the pursuit of excellence and the desire to create world-class entertainment. Their multi-award-winning experience at Marble Arch features a stunning 30,000sq ft permanent multi-sensory immersive art experience consisting of four galleries which showcase some of the world’s greatest works of art on a scale and in ways never seen before. Frameless is transforming how people consume and enjoy art, making it accessible to all and engaging a modern audience.
The O2, the world’s most popular live entertainment, leisure, and retail destination, has announced Activate, the immersive and interactive game concept, will make its highly anticipated UK debut at the destination this winter. Activate, an immersive and interactive leisure concept by leading experiential group, We Do Play, is set to open into a 10,000sq ft unit, delivering a lively gaming facility with multiple dynamic game rooms where visitors can navigate and take part in physical and mental challenges. Blending physical activity with interactive technology, Activate is a unique addition to the UK’s thriving leisure scene, as well as The O2’s extensive day-to-night offer, bolstering the venue’s role as the destination of choice for new and exciting concepts.
The Public Investment Fund (PIF) has launched the National Interactive Entertainment Company (QSAS) to develop immersive experiences inspired by Saudi heritage and Islamic history. The new company will create interactive exhibitions across Saudi Arabia to enhance tourism and culture. This company will generate over 11,000 jobs by 2030 and support Saudi Arabia’s growing entertainment sector, aligning with Vision 2030 goals. QSAS will develop, own and operate world-class cultural experiences across Saudi Arabia. It will create different types of attractions, including permanent and touring exhibitions, and multi-sensory experiences. The name QSAS is derived from an Arabic word meaning “stories”. In its experiences, the company will highlight historical milestones and inspiring personalities from Saudi Arabia and across the world.
Opened last month in Dubai was the world’s first Museum of Candy, a first-of-its-kind museum whici invites visitors to act like a kid again as they go from room to room. A cotton candy bath, a gummy bear pool and a thrill and chill ice cream room are just a handful of the Instagrammable highlights. There will be a life-size lollipop forest, a pool of sprinkles, clouds of cotton candy and more with larger-than-life candy creations and interactive surprises perfect for the ‘gram. Based on Umm Hurair Road, the Museum of Candy promises to be a wild day out packed with colour and sugar.
Saudi Entertainment Ventures (SEVEN), part of Qiddiya Investment Company (QIC), a wholly owned Public Investment Fund (PIF) entity, and MATTEL, a multinational toy and entertainment company, have announced that it will be bringing the Hot Wheels™ e-karting racing tracks to six cities across Saudi Arabia. With the addition of Hot Wheels e-karts, SEVEN continues to bolster its portfolio and further build the karting community following its announcement earlier this year that it would be bringing indoor e-karting centres to multiple SEVEN entertainment destinations. The Hot Wheels e-karting experiences will be in SEVEN’s entertainment complexes in Riyadh, Makkah, Taif, Al Madinah, Tabuk, and Jazan.
