Alan Greenberg is the founder and CEO of Illuminarium Experiences, a global experiential entertainment company. The flagship Illuminarium venue opened at AREA15 in Las Vegas in 2022, following the opening of the first Illuminarium in Atlanta in 2021. This technology-driven attraction offers cinematic VR-style experiences without the use of headsets or glasses, using state-of-the-art technology that allows visitors to see, hear, feel and smell. Illuminarium is an immersive experience that is, effectively, a sociable, headset-free form of VR, which people can enjoy together.
Speaking to blooloop in 2021 about the creation of Illuminarium, Greenberg said: “We have created something truly distinctive, and scalable.”
When the Las Vegas venue opened, he said: “People who haven’t been here ask us, what is Illuminarium? It’s a place that can take you anyplace – a place that can take you to your dreams. Perhaps that dream is a once-in-a-lifetime safari experience, seeing one of the rarest animal sightings in the world, walking on the surface of the moon, kicking up moon dust and leaving your own footprints like Armstrong, or an eye-popping journey inside the paintings of an American icon.”
Greenberg, who was publisher of Esquire Magazine in the 1980s, leverages a career defined by the creation and operation of both traditional and interactive media in several sectors – healthcare, global travel, and education. He founded the Illuminarium concept in 2019 along with Radical Media and The Rockwell Group. Iluminarium Experiences is his fifth company:
“To me, the key to success when starting any business is doing something distinctive; doing something that has been carefully thought through,” he explained to blooloop. “It sounds simple. But it’s about doing something that can take people’s breath away. That can be in a school, or the pages of a magazine, or it can be in an experience like Illuminarium.”