Immersive news
David Rockwell creates immersive magic destination, The Hand and The Eye
by Liz Terry | 14 Jul 2026
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick Mansion has created a new destination that combines live magic, immersive theatre, dining and private membership under one roof. The Hand & The Eye occupies the 36,000sq ft (3,345sq m) landmark building at 100 East Ontario Street, where visitors move through a series of intimate performance spaces, lounges, bars and dining rooms as part of a curated three-hour
Montana Heritage Center by Cushing Terrell opens after US$107 million investment
by Liz Terry | 13 Jul 2026
The Montana Historical Society has officially celebrated the opening of its new Montana Heritage Center, a US$107 million (£79 million, €92 million) destination that combines immersive storytelling with cutting-edge audiovisual technology to bring the state's history to life. Located in Helena, the 165,000sq ft (15,330sq m) complex brings together the restored Veterans and Pioneers Memorial Building with the new 70,000sq ft (6,500sq m) Betty Babcock Building. Operated by the Montana
Universal launches new theme park model with Kids Resort
by Liz Terry | 10 Jul 2026
Universal Destinations and Experiences has launched a new regional theme park model with the opening of Universal Kids Resort in Frisco, Texas. The resort is the company's first theme park designed specifically for families with young children and represents a move beyond Universal's traditional large-scale destination resort model. Developed on a 97-acre site north of Dallas, the resort combines a family-focused theme park with the 300-room Universal Kids Resort Hotel.
Great Barrier Reef attraction set for AU$180 million reinvention
by Liz Terry | 08 Jul 2026
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are progressing, with the project set to transform the attraction into a global centre for reef education and conservation. The Australian government is funding the redevelopment, which will deliver a major upgrade of the aquarium – the official education centre for the Great Barrier Reef Marine Park Authority. The project will include new visitor experiences, immersive exhibitions,
Preidlhof Luxury DolceVita Resort to unveil new spa in February 2027
by Helen Andrews | 03 Jul 2026
Preidlhof Luxury DolceVita Resort, the destination resort and spa in Naturno, South Tyrol in Italy, will reveal a new spa in February 2027, designed by wellness expert and consultant Patrizia Bortolin. Bortolin has been the wellness concept manager for the 71-key resort since 2019, when she introduced The Preidlhof Way. This is a holistic wellness philosophy that means the resort’s extensive multidisciplinary team of practitioners offers an array of wellbeing
Hoshino Resorts opens Kai Kusatsu as it expands the Kai onsen ryokan brand
by Helen Andrews | 01 Jul 2026
Kai Kusatsu, an onsen ryokan property has launched in the famous Japanese hot spring destination, Kusatsu Onsen in Gunma Prefecture. Parent company Hoshino Resorts launched the resort to coincide with the 15th anniversary of the Kai ryokan brand – which is set to grow to a portfolio of 30 properties across Japan by 2030. Read our interview in Spa Business with Yoshiharu Hoshino, CEO of Hoshino Resorts, about his plans
'Data chocolate', dreams made real and artworks shaped by visitors’ emotions: Refik Anadol’s AI art museum launches in Los Angeles
by Magali Robathan | 19 Jun 2026
“For 5,000 years humans have been emotionally moved by artworks, but the relationship has always flowed in one direction,” said Refik Anadol, artist and co-founder of the world’s first AI art museum. “While developing Dataland we asked ourselves, ‘Is it possible for artworks to feel us back?’” Dataland, the Museum of AI Arts, opens on June 20 2026 at the Frank Gehry-designed Grand LA in Downtown Los Angeles. Its inaugural
Shedd Aquarium upgrades its visitor experience with new Immersion Theater
by Liz Terry | 22 May 2026
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-Iwerks, as part of a wider strategy to enhance the guest experience and create additional revenue opportunities.
The attraction has transformed the aquarium’s Phelps Auditorium into a multi-sensory venue combining panoramic projection, environmental effects and interactive technology.
A new pre-show area allows visitors to engage with augmented reality marine animals before entering the
Joy as a radical act: Yinka Ilori launches solo exhibition celebrating the rebellious power of spreading happiness
by Magali Robathan | 21 May 2026
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively to CLADmag about his mission to spread joy, the power of play, and his bold approach to using colour (including the colours you won’t see in his work). Running at London’s Cristea Roberts Gallery from 5 June to 11 July 2026, Yinka Ilori: Joy Through Resistance, He Who Laughs Last, Laughs Best, spans new
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
by Helen Andrews | 28 May 2026
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once complete, according to prof David Russell, CEO of Therme UK. The site will also have 60,000sq m of surrounding external space that will be developed as community gardens. Even compared to future sites in the Therme Group pipeline all over the world, the Manchester
Immersive art bathhouse Submersive announces debut location in Austin
by Helen Andrews | 30 Apr 2026
Submersive, an immersive art bathhouse concept by Corvas Brinkerhoff, co-founder of experiential art company Meow Wolf, will open in the Bouldin Creek neighbourhood in Austin, Texas, US. The bathhouse, which will open in Q3 of 2027, will combine ancient hydrotherapy traditions with art installations, with the help of international artists. The space will use the latest technology and neuroscience-informed sensory design to create transformative experiences. The flagship 20,000sq ft indoor-outdoor
Wake the Tiger immersive art experience to launch at Westfield London
by Magali Robathan | 23 Jul 2025
The founders of the Wake the Tiger attraction in Bristol, UK and the Boomtown music festival have announced plans to open ‘Europe’s largest immersive art experience’ at Westfield London. The new Wake the Tiger experience will be housed in an 80,000 square foot space, and is set to open in 2026. According to the Wake the Tiger team, the new West London venue will build on the ‘surreal, story-rich universe
Futuroscope's immersive Aquascope waterpark is part of €304 million investment
by Rebecca Skeel | 01 Aug 2024
French theme park Futuroscope has opened its new 6,000sq m waterpark, featuring unique immersive aquatic experiences as part of a €304 million investment by the French government which supports the park as a regional wealth generator. The new €57m Aquascope waterpark features three zones. The Thrill Zone, with eight slides including a spiral slide that winds around the building, a vertical drop launch slide and two-lane racer slide. This zone
Anotherform and Fluxprojects create immersive fitness concept for Blok in London
by Tom Walker | 12 Jun 2023
Boutique fitness operator, Blok, has launched a new studio concept which mixes curated fitness classes with the opportunity to explore the world of art and design. Blokspace, located in Leyton, London, UK, has been designed to bring together resident artists, spatial design and Blok's signature classes to create an "immersive and transformative experience". The studio's design has been developed in collaboration with design studio, Anotherform and is based on providing
Immersive storytelling museum takes pride of place at revamped Tiffany & Co. in NYC following redesign led by Peter Marino and OMA
by Tom Walker | 23 May 2023
Luxury jewellery and design house Tiffany & Co. has reopened its flagship store on 57th Street and Fifth Avenue in New York City, following a redesign led by architect Peter Marino and OMA New York. The project marks the first renovation of the store since it first opened its doors in 1940 and has been named The Landmark. For the redevelopment, Marino reimagined the interior architecture while OMA New York,
Immersive Super Nintendo World will put visitors inside Nintendo’s games
by Tom Anstey | 14 Jan 2020
New details have been revealed about the immersive, game-themed Super Nintendo World, which is due to open at Universal Studios Japan in Tokyo this summer. The theme park land has been conceived for visitors to feel as if they are playing inside their favourite Nintendo video games and will feature Nintendo’s well-known worlds, characters and adventures. Technology and design will be used to blend the physical world with a digital,
teamLab bring a world of immersive artworks to Macau
by Stu Robarts | 02 Jan 2020
Art collective teamLab, working with Sands Resorts Macao, are set to open a museum of immersive digital artworks in Macau, China, this February. teamLab SuperNature Macao is based on the collective's SuperNature concept, through which they create a world of interactive artworks aimed at blurring the boundaries between people’s bodies and art. The new attraction will be located at the Venetian Macao hotel in an expo hall covering an area
teamLab create borderless and immersive digital worlds in new Shanghai Museum
by Stu Robarts | 27 Nov 2019
Art collective teamLab have launched their second digital-only Borderless museum, described as "a world made of artworks without boundaries." Located in Huangpu District, Shanghai, teamLab Borderless Shanghai follows the launch of MORI Building Digital Art Museum: teamLab Borderless in Tokyo last year. Designed by teamLab Architects, the 6,600sq m (71,000sq ft) destination is said to be an intricately-structured three-dimensional space housing around 50 artworks. Visitors walk through the galleries
Cartoon Network to open immersive hotel at Pennsylvania theme park
by Tom Walker | 26 Nov 2019
Cartoon Network has revealed plans to open a new, immersive hotel experience to the public in mid-2020. Developed in partnership by Cartoon Network and Palace Entertainment, the 165-bedroom hotel will include some of the world’s most well-loved cartoon characters in its theming. Facilities at the nine-acre destination hotel will include an interactive lobby, a resort-style pool and water play zone, an outdoor amphitheatre with an oversized movie screen and interactive
Alchemist restaurant Copenhagen by Studio Duncalf features digital ceiling to create immersive experiences for diners
by Stu Robarts | 14 Oct 2019
London-based interior design firm Studio Duncalf has designed a new Alchemist restaurant in a former industrial warehouse that previously housed boat-building and set design workshops in Copenhagen, Denmark. Studio Duncalf split the 2,500sq m (27,000sq ft) warehouse into a number of different rooms, with the aim of "taking the diner on a journey through a sequence of different spaces each with a different ambience." Guests enter the restaurant through a
Cactus uses immersive lighting gym installations to boost workout performance
by Stu Robarts | 04 Oct 2019
Lighting design studio Cactus has partnered with cardio climbing gym operator Rise Nation to create two new studios that use programmable lighting embedded in the ceiling to help motivate individuals as they workout. Located in the Cherry Creek and Highlands suburbs of Denver, US, the gyms are fitted with modular LED units that can be combined together as large digital canvases to create immersive, multicolour lighting experiences. In this way,
MET Studio creates immersive, multi-sensory history of Singapore
by Stu Robarts | 27 Sep 2019
Experiential designers MET Studio have worked with the Singapore Bicentennial Office to create "an immersive experience charting the area’s occupation through to modern day Singapore." The experience comprises a 45-minute tour of Singapore’s evolution set within an original colonial building. A combination of digital and physical techniques are used, with the tour curated as a series of zones or acts. Act one sees a "virtual storm" projected onto water within
Pozzoni Architecture adds multipurpose immersive blackout studio to Formby Pool
by Stu Robarts | 26 Sep 2019
Pozzoni Architecture has added a 60-person fitness suite and converted the original fitness suite into a ‘state-of-the-art’ multipurpose studio at Formby Pool in Sefton. The new studio can be fully blacked out and features a music and LED lighting system that can be used to create tailored immersive experiences. As part of the project, which was valued at £1m, an overspill car park was also added to the site. To
Gillespies create immersive savannah grasslands experience for Chester Zoo
by Sam Boggon | 06 Sep 2019
Chester Zoo has announced it will build “an extensive African savannah”, designed by Gillespies in partnership with Darling Associates and BDP. The Grasslands scheme will incorporate a restaurant with views across the savannah and overnight accommodation in the form of 28 lodges and 14 safari-style tents. It will be home to multiple rare and endangered species including zebras, giraffes, antelopes and ostriches. The scheme is aimed in part at helping
Javanese wisdom provides inspiration for immersive ocean-facing spa at The Apurva Kempinski Bali
by Jane Kitchen | 22 Jan 2019
Kempinski Hotels is opening its second Indonesian resort, The Apurva Kempinski Bali, in the upmarket Nusa Dua area on 1 February. The 475-bedroom beachfront resort, whose name comes from a word meaning ‘unique and magnificent’ in Sanskrit, will include an immersive ocean-facing spa and fitness centre offering treatments inspired by traditional Balinese healing practices, designed to promote balance and wellbeing. At the front of the resort, overlooking the ocean, The
GSM Project creates immersive exhibitions for Canada Science and Technology Museum
by Kim Megson | 02 Dec 2017
Designers GSM Project have delivered three exhibition spaces for the new Canada Science and Technology Museum in Ottawa, allowing visitors to “discover innovations and technology through immersive experiences”. The three galleries include 19 integrated interactive and media displays and a number of large-scale exhibits. The first gallery, ‘Into the Great Outdoors’, showcases more than 100 years of technological developments geared toward conquering and roaming vast landscape – from bicycles to
IAAPA 17: Disney legend Joe Rohde reveals secrets to storytelling with IPs
by Tom Anstey | 20 Nov 2017
Veteran Walt Disney Imagineer Joe Rohde has revealed his secret to storytelling in theme parks, saying that to successfully utilise an IP, attractions creators must put visitors at the centre of their own immersive fantasy world. Recently celebrating the launch of his latest Disney project – Pandora ‘The World of Avatar’ at Orlando’s Animal Kingdom – Rhode said that creators of attractions based on film IPs such as Avatar or
Real Madrid plans interactive football experience in China
by Tom Anstey | 18 Sep 2017
Real Madrid football club has announced plans to create an interactive football experience centre as part of a major development in Zhuhai, China. Business conglomerate the Lai Sun Group is behind the development – an integrated tourism and entertainment project called Novotown – which will, in its second phase, feature the world-first Real Madrid experience. Utilising advanced technologies, entertainment elements and football, visitors will be able to experience a number
Disney reveals immersive Star Wars hotel as part of 'living adventure' resort
by Tom Anstey | 17 Jul 2017
Disney has announced a slew of new additions for its parks worldwide, including a Star Wars hotel, Marvel and Pixar attractions, and the very first ride for the company's iconic figurehead, Mickey Mouse. Star Wars Star Wars was a focal point of the presentation, with the newly-named lands “Star Wars: Galaxy’s Edge” to open at Disneyland California and Disney World in Orlando in 2019. Following the unveiling of a scale
BRC create immersive Power of Rock experience for Cleveland's Rock and Roll Hall of Fame
by Tom Anstey | 30 Jun 2017
Music fans can now get a taste of what it would be like to be inducted into the Rock and Roll Hall of Fame, with a new US$14m (€12.3m, £10.8m) visitor experience at the iconic Cleveland, Ohio, attraction set to launch on Saturday (1 July). The I.M Pei-designed Hall of Fame is currently undergoing a multi-year transformation led by BRC Imagination Arts. In addition to its new Power of Rock
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