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.
In recent years, immersive attractions and experiences have surged to the forefront of global entertainment, tourism and cultural industries. From the rise of hyper-realistic theme park lands and walk-through narrative installations to the explosion of virtual reality (VR), augmented reality (AR) and projection-mapped environments, today’s audiences are no longer content to sit back and watch, they want to step in, interact and be part of the experience.
At the heart of this movement lies a fundamental shift in expectations. Modern visitors crave deeper emotional connections, personalised journeys and sensory-rich environments that transport them beyond everyday life. In response, creators across disciplines such as theatrical set designers and game developers to architects and technologists are joining forces to craft spaces that merge storytelling, technology and physical design into seamless, participatory experiences.
Speaking on the topic, Isabelle Shepherd, partner at HaysMac, commented: “Although some may have more in their pockets following National Minimum Wage rises, statistics from Q1 show this hasn’t flowed through to increased hospitality spending, particularly regarding casual hospitality and leisure. However, when people do go out, they are now tending to go all out and be willing to spend more on novel hospitality and leisure experiences. They are craving something different. From the perspective of hospitality businesses, once they find an immersive format that strikes a chord with consumers, there are attractive opportunities for growth.
In the following article, RLI will explore the wide-varying concepts on offer across the world keeping in mind that, as we move further into the experience economy, one thing is clear: immersion is no longer a novelty, it’s an expectation.
Cosm, a leader in immersive sports and entertainment experiences, has broken ground on its latest venue in downtown Detroit. Located at the intersection of Monroe Street and Campus Martius, the 70,000sq ft site will house a state-of-the-art LED dome and multi-functional entertainment spaces. Scheduled for completion by mid-2026, the development will be Cosm’s fourth permanent venue following locations in Dallas, Los Angeles and the upcoming site in Atlanta. The project forms the centrepiece of Bedrock’s redevelopment of Cadillac Square and represents a significant investment in Detroit’s urban revitalisation strategy. It also reflects growing demand for shared immersive experiences that merge digital content, real-time broadcasting and venue-based entertainment. At the facility’s core will be a CX Display dome with an 87ft diameter, capable of hosting approximately 700 guests. The dome’s visual infrastructure comprises thousands of high-resolution LED modules powered by Cosm’s proprietary CX Engine, which supports spatial audio and precision lighting to deliver immersive visuals for live sports, art installations and entertainment content.
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 another of the streaming giant’s ventures 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.
Lionsgate has unveiled a new immersive experience based on its blockbuster John Wick franchise at the AREA15 entertainment complex near the Las Vegas Strip. Developed in collaboration with AREA15 and live experience specialists Egan Productions, the attraction spans approximately 12,000sq ft and opened in March. It offers a highly interactive, mission-based experience built around the franchise’s stylised action and cinematic universe. It combines immersive design, interactive storytelling and physical engagement. It features over a dozen themed environments, two bars and a dedicated retail space, all designed to reflect the dark, refined atmosphere of the Wick universe. Guests entering the experience are immersed in the shadowy underworld of John Wick, where they become active participants in an original, high-stakes storyline. Each group of visitors is tasked with completing a mission, navigating through themed rooms and interacting with characters inspired by the films. From assassins to Continental staff and criminal figures, performers drive narrative progression and guest engagement through scripted and improvised moments.
F1 Arcade, the world’s first F1 experiential hospitality brand launched its third US venue in Philadelphia on 29 May, bringing a one-of-its-kind social destination and impressive food and beverage program to the heart of Center City at 1330 Chestnut Street. Whether guests are looking to test their skills against friends or immerse themselves in the energetic ambiance of Formula 1 culture, this expansion marks another major development in bringing the prestigious motorsport to life across North America. Building on the success of the global concept’s US venues in Boston and Washington, D.C., the Philadelphia outpost offers a total capacity of 550 guests and covers over 19,200sq ft, complete with 80 state-of-the-art Formula 1 racing simulators, plentiful high-top dinner seating and an expansive, illuminated 43ft bar. For large bookings or those seeking an added layer of exclusivity, The Briefing Room private event space – which can be split into two smaller rooms – features a 120-person standing capacity with exclusive use of 13 racing simulators and an 18ft bar.
INCUBASE Studio has launched its latest interactive exhibition, Crayon Shinchan: Space & Time Adventure, at Kai Tak Mall in Hong Kong, running until 31 August 2025. The exhibition, which is part of an Asia tour, marks the city’s first large-scale Crayon Shinchan showcase and the first of its kind at the mall. Drawing from the Crayon Shinchan manga, anime and movies, the exhibition features five themed zones and nine exhibition areas, incorporating interactive games and mobile app elements. Spanning over 10,000sq ft, this playful experience lets you join Shinchan and the ‘Kasukabe Defence Force’ on a thrilling time-travelling rescue mission.
Styled as the world’s first immersive theme park, Immersive Fort Tokyo opened last year in Odaiba, Tokyo. Covering around 30,000sq m, the site offers a fully immersive, interactive experience with 12 attractions and six stores and restaurants. Billed as the next stage in the evolution of theme parks, visitors are able to take part in a variety of immersive experiences, set in worlds of mystery, horror and action. Each attraction is based on the concept of “immersive theatre”, the cutting edge in live entertainment, where visitors are no longer just passive observers but instead are placed at the heart of the action. These real-life experiences have an emotional intensity that goes beyond traditional theme parks and conventional virtual or digital entertainment, where each participant has a unique experience on the day, as well as every time they visit.
Harry Potter: Visions of Magic, invites guests to embark on a self-guided journey through some of the most mysterious corners of the wizarding world. Recently launched in Singapore at Resorts World Sentosa, guests can discover ten immersive environments, each filled with stunning multimedia installations, responsive video content and original soundscapes. From the grandeur of the Ministries of Magic to the captivating wonders of Newt’s Menagerie, every step reveals new visions of magic. Visitors can use a bespoke wand to reveal “Visions of Magic” as they journey through the wizarding world. These wands will help you uncover hidden magical elements within the immersive environments, offering a unique way to interact with the enchanting installations.
In the Netherlands, visitors can step into AMAZE, an immersive experience in Amsterdam where light, sound and technology converge into an audiovisual world. Forget the traditional museum concept, in this light experience, you become part of the artwork and will see a visual experience. Wander through the maze of rooms, see a lasershow, projections and rhythmic beats that stimulate your senses and challenge your perception of reality. You get to see a visual experience you will not forget. Instead of merely watching or listening, it feels as though you are inside the immersive experience in Amsterdam. This visual experience isn’t just an activity; it’s a journey that takes you through emotion, wonder and connection. From mesmerizing light and lasershows to intense sound installations: AMAZE is the maze where you get lost to find yourself again.
At the waterpark Aquascope, which is the newest attraction from Futuroscope which is situated in Vienne, France, families can share in the thrills and swim in a world of 1,001 colours. Covering more than 6,000sq m, Aquascope features three unique immersive and experiential areas, as well as an outdoor area that opens when the weather allows. Les Abysses de Lumière offers Aquascope visitors an immersive, sensory experience at the heart of an imaginary, poetic world integrating video mappings, light effects, media projections and choreographed water effects. A feat achieved with the help of Canadian company Moment Factory, recognised worldwide for its artistic expertise. The Sensations world offers a variety of attractions, including eight waterslides (one of which is world-exclusive), a wave pool with a giant net and a dynamic outdoor river. Finally, in the children’s area there are adapted mini-toboggans, a water labyrinth, a musical cavern and a giant water bucket. Here, children can have fun with water in a thousand ways, under the watchful eye of Kraki, the site’s mascot creature.
INTO THE LIGHT: THE EXPO brings together 12 European artists for an immersive and sensitive exhibition. Spanning over 3,000sq m, light becomes a tangible material and reveals exceptional works of art. The Expo gathers a generation of artists from across Europe in Paris, hailing from contemporary art, digital cultures and music. These works reinvent the art of light by exploring its multiple technological, sensory and visual dimensions to give form to light and reveal the invisible. The 15 interactive, educational and luminous installations transform the Grande Halle de la Villette into an extraordinary journey of works, proving that light is above all a spectacle and a celebration. Initiated and presented by TETRO, producer of light shows and installations and co-produced with Encore Productions, INTO THE LIGHT: THE EXPO aims to offer a unique space where art and culture, in all their forms, can be experienced and shared by a wide audience.
Türkiye’s largest amusement and water park, the Land of Legends, expanded its offerings earlier this year by introducing a Star Trek: Prodigy-themed attraction and luxury hotel suites. The new experiences form part of the park’s newly developed Nickelodeon Land. This expansion aims to attract fans of all ages and elevate the immersive entertainment available in the region, solidifying the park’s status as a key player in the global theme park industry. The centrepiece of the Star Trek expansion is the Star Trek: Wild Galaxy attraction, based on the Star Trek: Prodigy series. Visitors will board the fictional USS Aurora for a 5D cinematic adventure, offering a 15-minute immersive journey through space. The theatre is designed to resemble the open back of a starship, allowing guests to feel as though they are truly traveling through the cosmos.
A new immersive experience opened in Manchester in March, bringing the nostalgia of PAC-MAN to life like never before. Bandai Namco Entertainment, in collaboration with Little Lion Entertainment, unveiled the “PAC-MAN LIVE EXPERIENCE” at Manchester’s Arcade Arena. This groundbreaking attraction invites participants to step into a life-sized, interactive PAC-MAN maze, blending physical activity with augmented reality for a fun, multi-sensory adventure. Players wear high-tech PAC-Vests equipped with advanced tracking technology, allowing them to collect POWER PELLETS, evade the iconic ghosts; BLINKY, PINKY, INKY and CLYDE and accumulate points across 12 thrilling levels, as they sprint their way through the maze trying to catch you. Exclusive bonus stages, unique to this live experience, challenge and delight both newcomers and long-time fans of the classic arcade game. The Arcade Arena features two impressive PAC-MAN mazes projected onto the floor, with dynamic visuals stretching from floor and walls, to transport participants directly into the nostalgic arcade atmosphere.
In other news from Little Lion Entertainment, the UK’s premier immersive attractions company, there has been a major leap forward in its real-world gaming expansion, with the recent reveal of a flagship Arcade Arena in London, which is set to open in early 2026. This landmark project follows the runaway success of CHAOS KARTS and the PAC-MAN LIVE EXPERIENCE, both of which have redefined the boundaries of interactive entertainment. The new London site will not only showcase these guest favourites, but will also host the premiere of the top-secret third game to be launched as part of the Arcade Arena concept, promising to be Little Lion Entertainment’s most electrifying creation to date.
Outernet is a global media and entertainment company that create connected city-centre entertainment districts where music, film, art, gaming and retail experiences come to life in new breathtaking ways courtesy of their unique creative and technical capabilities. Their first district, Outernet London is located at the intersection of Tottenham Court Road and Charing Cross next to Centre Point. Here you’ll find The Now Building and Now Trending, public galleries featuring giant Ultra HD screens delivering the most jaw-dropping audio-visual experiences in the world. There is also a 2,000 capacity state-of the-art live music venue as well as further music and retail spaces spread throughout the district. Visitors to Outernet can experience extraordinary broadcast entertainment, live events, brand launches, product drops, celebrity moments and a world-class programme of digital art exhibitions.
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. With more experiences to be announced, together with a wide variety of delicious street food at the Waterfront Street Kitchen & Bar, Immerse LDN is the perfect place for a family day out or group trip and a must-visit for anyone searching for unique things to do in London.
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.
Qatar stands on the brink of becoming a global eSports hub, leveraging the soaring popularity of video game tournaments worldwide. Leading this transformation is VIRTUOCITY, the region’s first dedicated digital gaming hub. This innovative arena seamlessly blends the virtual and real worlds to create an electrifying competitive environment. Featuring full-motion racing simulators, a versatile eSports arena and adventurous escape rooms, VIRTUOCITY offers a captivating digital experience for both teens and adults. Its array of interactive attractions pits player against player and team against team, bringing cutting-edge technology and innovation to the forefront. As the premier venue for eSports tournaments, VIRTUOCITY stands at the heart of this thrilling transformation. Derived from the term “virtuosity” as defined by the Cambridge Dictionary, signifies exceptional skill, often associated with musicians, writers, actors and athletes. Embracing this essence, VIRTUOCITY strives to deliver a “world-class & first-class” immersive attraction experience for gamers.
Created by teamLab, an international art collective, the artworks in teamLab Phenomena within the Saadiyat Cultural District, Abu Dhabi in the UAE do not exist independently, but are created by the environment which produces the various phenomena that creates the artworks. Situated in a purpose-built 17,000sq m building, the unique setting produces the phenomena and the environment maintains the existence of the structure. Let us call that existence Environmental Phenomena. The artwork is inseparable from the environment and changes along with the environment. This concept transcends the various conventional notions of existence by physical forms. Even if people immerse themselves physically into the artwork, the artwork will remain intact, capable of naturally restoring itself even if disrupted. However, when the environment is not sustained, the artwork will disappear. The boundaries of the artwork are ambiguous and continuous with the environment, offering something new to the audience and the industry.
Immersive Gamebox (IGB), the global pioneer in interactive group gaming, has announced a multi-million-dollar master franchise agreement with Apparel Group, one of the GCC’s largest retail operators. This strategic partnership will bring IGB’s immersive, social gaming experiences to high-profile malls and shopping destinations throughout the Gulf Cooperation Council (GCC) region starting this year. This strategic partnership marks a major milestone in Immersive Gamebox’s global expansion, which is set to bring its cutting-edge, interactive social gaming experiences to even more customers across the Gulf Cooperation Council (GCC) region. Immersive Gamebox offers a one-of-a-kind, interactive digital gaming experience where players can step into a digital world without needing VR headsets, creating an all-encompassing 360-degree experience. This partnership will introduce a new era of entertainment in the GCC, combining Immersive Gamebox’s revolutionary technology with Apparel Group’s unparalleled reach and influence in the region.
