Can Immersive, be your new anchor attraction?

Written by Grumpy Sailor Creative, Founder and CEO, James Boyce.

I’m sure many have seen this, but it’s super interesting to dive into the details. In 2022?Area15?opened in Las Vegas, the world’s first immersive art, retail and entertainment complex. A collaboration between landowners?Fisher Investments?(who had bought the space in 2005) and curators?Beneville Studios. This 60,000 m2 precinct is setting the bar for interactive art and immersive experiences globally. American art collective?Meow Wolf?are one of the anchor tenants with their satirical, other-worldly supermarket?Omega Mart. Area15 now has a distillery (Lost Spirits), restaurants, bars, a virtual driving range, cinematic experiences (Illuminarium), performance spaces, a game arcade (Emporium), AR/VT experiences, and hundreds of art sculptures and interactives - and that’s just a selection. None of these experiences is anything like you imagine. It is truly a wonderland of creative technology and immersive art, mixed with entertainment, hospitality and shopping.

Area15 represents the future of entertainment and experience, blending real life and the metaverse; combining touch, SFX, taste, visual and performance art with cutting edge technology. It caters for young and old, daytime visitors and nighttime revellers. It has transformed a neglected car dealership into one of Vegas’ most popular attractions.?

Suppose we are to truly re-engage with an audience in deep slumber following two years of social isolation. And if we are to realise the promise of emerging technology. Then this is what we need to aspire to in Australia, not just because this is what the next generation expects and deserves. But because the return on investing in such experiences creates value, not just for the visitors but for artists, entrepreneurs and operators, without the constant need for government subsidies or grants.?

Do you agree? Or perhaps you don’t think Australian audiences are ready for such an integrated and high concept approach. I’d argue the audience is there, even if just coming out of their caves. The economics stack up and we certainly have the capability to deliver it here onshore, but it takes ambition and vision to get this type of project off the ground.?

Either way, join us in person or online, to discuss this topic in detail on Thursday 23rd June at the Powerhouse, Ultimo. For more information and to register, visit?Eventbrite here.