Allureum, a joint-venture founded by Chuck Fawcett and Daren Ulmer, is set to redefine experiential dining and entertainment. The company has unveiled its debut venue, The Gallery, in Los Angeles, marking the beginning of a new era in immersive culinary experiences.
The Gallery features two flagship experiences: Horizon, an upscale bar and lounge featuring an extensive selection of wines, cocktails, and seasonal dishes, and The Gallery Theater, which hosts Signature Dining Experiences including its debut show, Elementa.
Allureum is focused on operating innovative hospitality and location-based entertainment venues throughout the US and abroad. We speak to Fawcett and Ulmer to learn more about the company’s mission, the evolving trend for experiential dining, and what guests can expect from a visit to The Gallery.
The Gallery – two concepts in one
Horizon bar and lounge features an exceptional selection of craft cocktails, wines, spirits, beers, and non-alcoholic drinks, paired with a seasonal menu of snacks, sharable plates, and entrées by renowned chef Joshua Whigham.
With extensive culinary expertise, Whigham has led José Andrés’ ThinkFoodGroup restaurants, including The Bazaar in Los Angeles and Minibar in D.C., helping redefine fine dining with groundbreaking concepts like Bazaar Meat and China Chilcano.
Set in an inviting yet sophisticated atmosphere, Horizon embodies modern luxury. It is perfect for unwinding with friends, celebrating special moments, or indulging in a meticulously crafted meal. At the heart of the venue, the striking bar features a dynamic 3D cityscape brought to life with dramatic lighting and immersive media vignettes. This offers guests an ever-evolving space to explore and discover.
Meanwhile, The Gallery Theater is home to the premiere of Elementa, its first Signature Dining Experience. This two-hour multi-sensory journey explores the five elements: Earth, Water, Air, Fire, and Aether, presented across five courses.
Guided by The Curator, guests are immersed in a seamless blend of stunning visuals and sound. During the experience, tabletops and walls transform to tell the story.
Developed in collaboration with Mousetrappe Media, Elementa leverages state-of-the-art technology and responsive tabletops to create a deeply interactive connection between guests and the performance. Elevating the experience further, Chef Joshua Whigham’s menu artfully combines flavour and presentation, with dishes inspired by each element.
Democratising high-end dining and entertainment
Allureum co-founders Chuck Fawcett and Daren Ulmer say that part of the company’s goal is to democratise high-end dining and entertainment. While both have extensive experience across the attractions industry, The Gallery marks the first time they have taken on an operator role.
“This marks our first venture as independent operators, stepping out from behind the banners of Animax, Mousetrappe, and Medici—well-known names in animatronics, media, and entertainment services,” says Fawcett. “It’s our official debut, and true to form, we’re not just making an entrance. We’re making a bold statement!”
Ulmer says Allureum was born from a simple but pivotal question: ‘What’s next?’
“A few years ago, while reflecting on everything I had built, an industry colleague asked me that question. But for me, it wasn’t just about what was next in my career. It was about the future of experiential entertainment. That question set us on a journey that ultimately brought us together for this endeavour.”
The two saw a significant gap between the traditional ‘dinner and a movie’ model and the high-cost, all-day commitment of a theme park experience.
“What if there was something in between? An experience more immersive and engaging than a typical night out, but without the time and cost commitment of a theme park. That’s where Allureum comes in.
“Our mission is to redefine dining and entertainment by blending exceptional cuisine and world-class entertainment within an immersive environment. While many venues offer great food and stunning ambience, few bring all three together into a truly cohesive experience.”
Unlike one-off immersive events, Allureum venues will constantly evolve, inviting guests back for fresh dining, innovative new cocktails, and a reimagined immersive experience with every new show.
“The Gallery is the perfect launchpad for our vision, bringing Allureum to life exactly as we imagined.”
Challenges and opportunities
According to Fawcett, there’s both a challenge and an opportunity in what Allureum is creating:
“The opportunity lies in defining a new category that seamlessly blends high-calibre entertainment with world-class dining. Our goal is to deliver a true 10 in every aspect. Broadway-quality, jaw-dropping, unforgettable theatre paired with a meal that rivals the finest chef’s tasting menus.”
The challenge lies in perception. Affluent diners who spend $200–$300 on a Michelin-level meal may worry that adding a show compromises quality. Is it a gimmick? Will the food suffer? Meanwhile, Broadway theatregoers, accustomed to dining before or after a performance, often view food as an afterthought rather than an integral part of the experience. Bridging these expectations is key.
“What we’re creating goes beyond ‘dinner theatre’ or ‘entertainment dining’—it’s something entirely new. Defining this category is thrilling, but distilling its essence and ensuring it resonates with our audience is no small challenge.”
A key part of Allureum’s vision is also the shift in audience.
“We have spent most of our careers designing live entertainment experiences, primarily for families. But this is entirely different—created exclusively for adults seeking high-end, luxury experiences.”
“This isn’t just another night out. It’s a premium, top-tier event designed for those who expect the very best in entertainment and dining, seamlessly woven into one extraordinary experience.”
The Gallery – more than a restaurant
Moving on to describe The Gallery in more detail, Ulmer says:
“Calling this a ‘restaurant’ is merely shorthand—it doesn’t fully capture what we’re creating. In reality, we’re building something entirely different: an experiential dining venue. This isn’t just a place to eat. It’s a theatre for food and the arts, an elevated stage where culinary and artistic expression come together.”
The companion space, Horizon, isn’t a traditional restaurant or bar either.
“We deliberately call it a lounge because it’s designed as a social space rather than a formal dining setting. It’s about immersing guests in a stylish, upscale environment—a place to gather, connect, and unwind. We offer craft cocktails, an elevated wine program, and refined cuisine.”
Located in South Park, a rapidly growing district of downtown Los Angeles, The Gallery and Horizon were designed with the neighbourhood in mind. With nearly 90,000 residents within walking distance, Horizon offers a welcoming space for locals to relax and engage in a dynamic environment.
“At the same time, it’s the perfect complement to The Gallery, whether as a place to visit before the main experience or to extend the evening afterwards.”
What truly sets The Gallery apart is its commitment to constant evolution:
“Elementa is just the beginning. Like a theatre, when one production ends, another takes its place. But beyond our Signature Dining Experiences, we’ll introduce additional Gallery Experiences. Picture sipping wine while digital windows transport you to Napa Valley, enjoying a soulful gospel brunch, or watching a major sporting event immersed in the sights and sounds of the arena.
“This isn’t just a restaurant or a theatre—it’s a living, ever-changing venue.”
Elementa – immersion at an unmatched scale
According to Ulmer, one of Elementa’s biggest differentiators is its sheer scale:
“Most immersive dining experiences cater to small groups, often centered around a single long table with four projection walls. There are great examples, like Le Petit Chef, which pioneered the concept of tabletop projection in an intimate French restaurant about a decade ago.”
“What we are creating is on an entirely different level. This isn’t just flat projection on walls. It’s a full-scale theatrical production with dynamic, multi-dimensional visuals that deliver a truly immersive show experience.
“Adding to the magic, a live performer guides guests through the evening in a mesmerising, Cirque du Soleil-inspired journey—abstract, mysterious, and unforgettable.”
Every element is elevated—from the menu and entertainment, to music, media, and lighting design. When one production ends, modular panels can be swapped, creating a new scenic environment. The tabletops aren’t just screens. They feature three-dimensional centrepieces designed for projection mapping, allowing guests to engage and interact in unexpected ways.
One of the signature design elements is the windows:
“When we took over the space, they were already part of the architecture, so we embraced them as a centrepiece. Now, with projection technology, we can transform them into digital environments, creating any view we want.”
Where tech meets theatre
Then there’s the interactivity:
“We developed a sophisticated camera-tracking system that makes the dining experience responsive in a natural, seamless way,” says Ulmer. “For example, after a water-based course, the tabletop might transform into a virtual pond. Move your hands and the water ripples as fish swim away. It’s all about creating magic that feels intuitive and real.”
“Ultimately, it’s a seamless fusion of live performance, projection mapping, lighting, spatial audio, and interactivity—brought to life at an unprecedented scale. We’re delivering this experience to 80 guests per show, not just 12 or 20, making it more accessible while preserving its extraordinary impact.”
“The media aspect blew me away when I first experienced it,” says Fawcett. “Being able to interact with the fish, diverting them as they swim across the table, and watching them react to touch—it’s truly incredible!
“The theatrical performance is led by our live curator-actor, seamlessly woven into the media-driven narrative. This is where Daren’s passion shines. Media is his heart and soul; he lives and breathes it. What we’ve created isn’t just immersive. It’s something entirely new, a level of theatricality we’ve never previously presented as a signature product.”
It’s all about the emotional connection
In terms of balancing this innovative tech with the storytelling elements, Ulmer says:
“The DNA of Mousetrappe has always revolved around transformational environments. Consider a castle in a major theme park. It stands there all day, unchanged, yet at night, during Halloween or a fireworks display, it transforms. We take what exists and magically enhance it, altering and enriching reality in ways impossible in the physical world.”
But the team doesn’t use this transformation just for spectacle. It’s a tool for storytelling, for world-building, and most importantly, for emotion:
“I’ve given a talk before called It’s Not All About Story—a deliberately provocative title. The core idea is this: while we often assume story is the most important element, what truly matters is emotional connection.
“Story is simply one of the most powerful ways to create that connection. So, it’s not a debate of technology versus story. It’s about using every tool at our disposal to craft an experience that resonates on a deep, emotional level.
“In our kitchen, we’re putting up a sign (if you’ve seen The Bear, you’ll get the reference) that sums up our core philosophy: ‘It’s all about the emotional connection.’
“This means fostering deep connections—between the audience and the experience, with each other, and with our performers and servers. Within the show itself, we’ve intentionally designed moments that bring guests together, creating real connections at the shared communal tables.
“If people walk away only remembering the tech, the creators have missed the mark. But when technology serves to deepen emotional connection—just like story, lighting, sound, or performance—then it becomes a powerful tool.”
A flexible venue
A push-button show offers clear business advantages, reducing operating costs by eliminating live performers and minimising staff. However, Fawcett explains:
“We’ve produced plenty of shows where you press start, the experience runs, and the audience enjoys it. But this time, we wanted to move beyond the push-button model while still leveraging its efficiencies.”
Interactive tabletop elements are key. These allow guests to engage at their own pace and make the experience feel personal rather than pre-programmed.
“It becomes a conversation piece: ‘Look, I’m making the flowers bloom around my plate!’ or ‘Wow, pressing here creates beautiful colours!’ But participation is entirely optional. Those who prefer to simply observe can still enjoy the full experience as it unfolds around them.”
What truly sets the experience apart is the live performer. Moving through the space, he adds a layer of human emotion and spontaneity. He might touch a guest’s shoulder, engage directly, or create playful theatrical moments—like spinning a large, illuminated balloon on his finger before tossing it into the audience.
“Suddenly, it feels like a concert, with guests joyfully passing it around the room.”
Allureum has made a significant investment in the venue’s infrastructure, integrating cutting-edge technology. This includes nearly 50 4K Panasonic projectors, advanced spatial sound, theatrical lighting, fog effects, and more.
“The real innovation is that we’ve created a new entertainment delivery system. With the hardware in place, we can continuously introduce new shows, media, and dining experiences without rebuilding everything from scratch.”
Elementa will run for nine months to a year, delivering a fully immersive experience throughout its season. When it’s time for a new show, the venue itself remains the same—only the show elements will change. This flexibility allows for fresh storytelling, stunning new visuals, interactive moments, and an entirely new culinary menu.
“The foundation is solid, allowing us to continually evolve and enhance the experience while maintaining exceptional quality and immersion.”
Endless possibilities at The Gallery
As The Gallery continues to evolve, new opportunities keep emerging.
“We’re constantly having ‘Aha!’ moments, discovering new capabilities as different elements come together,” says Ulmer.
“In our residential pocket of downtown Los Angeles, just beyond the core business district, we’re still exploring how Horizon will operate during weekday lunches. At the same time, we’ve realised that we have unintentionally created an incredible 80-person conference space. It’s perfect for corporate events and team-building retreats.
“With oversized tables and an immersive media environment, the space offers a dynamic, transformative experience far beyond what traditional venues can provide.”
Barbara Jacobs, who previously managed The Edison and Clifton’s, now leads hospitality and events for the Gallery. “I’ve seen firsthand how creative teams seek inspiring spaces for brainstorming and blue-sky thinking. That’s something we can offer on an entirely new level. We can create custom, dynamic environments to spark creativity, making us a natural extension of the nearby convention centre.”
Beyond that, there’s a massive opportunity for immersive branded experiences.
“Our wine and spirits distributors are already booking events to showcase their products. Imagine discussing a vineyard while seeing AI-generated images outside the windows or experiencing a brand integrated into The Gallery or Horizon lounge’s cityscape.”
Located near Hollywood, The Gallery is poised to become a valuable asset in the film and television production landscape, offering a versatile space for everything from screenings and industry events to creative collaborations and filmed productions.
“We’re already looking at hosting corporate meetings, incentive trips, and even high-profile gatherings tied to the Grammys and Oscars. There’s a clear Hollywood connection to what we’re doing, and we see this space becoming a go-to destination for unique, high-end experiences across multiple industries.”
Looking to the future
There is significant potential to grow this concept in the future:
“One of our key goals is to strike the right balance between experience and price, making elevated dining more accessible,” says Ulmer.
“In the US, our Signature Dining Experiences will typically range from $175 to $200 per person in our 80-seat venue. By comparison, places like Alchemist in Copenhagen, which serve only a small group, can range from $300 to as much as $1,800 per person.
“In many ways, this is about democratising high-end, experiential dining—making it accessible to a wider audience while preserving exceptional quality.”
“We’d love to expand into even larger venues, reaching more guests and exposing them to cutting-edge trends in food and hospitality worldwide. As culinary innovation accelerates and consumer tastes shift, we’re committed to staying at the forefront of this evolution.
“But for us, it’s not just about great food; it’s about creating an environment that elevates the dining experience, fosters deeper appreciation, and seamlessly integrates the meal into a larger, multi-sensory journey.”
As technology evolves, new platforms and innovations will come into play, he adds:
“We’ve explored everything from conveyance systems to puppetry and animatronics, and we already have new concepts in development. Some will focus on entertainment, where guests come primarily for the show, with food as an integrated element. Others, particularly on a larger scale, will blend immersive dining with interactive gaming or multi-hour experiential formats.”
At the heart of it all, however, is the same vision: creating transformational environments. Places that transport guests, engage their senses, and redefine what dining and entertainment can be.
Welcome to The Gallery
As The Gallery welcomes its first visitors, Ulmer is most excited to see people experience it for the first time and watch their reactions as they try to describe it.
“We aim to reshape entertainment expectations. When Cirque du Soleil first came to Los Angeles, audiences struggled to describe it—it was like a circus, but without a band, animals, or rings. They searched for comparisons, but Cirque became its own distinct experience. Today, ‘circus” means one thing; Cirque means something entirely different.
“That’s my hope for The Gallery, that people will come out saying, ‘It’s like a restaurant… but also like an immersive art exhibit… but also like theatre…’
“Whatever metaphors people use, it means we’ve created something truly new. But the moment I’m most excited for is when they no longer search for comparisons—when they see it as something entirely its own, an experience that can only be understood by living it.”
“What I want more than anything is for people to walk into Elementa and feel that physical reaction, goosebumps from start to finish,” says Fawcett.
“If we achieve that, we’ve done our job. In most entertainment experiences, you sit back and passively watch as the show unfolds. But here, you’re part of the performance—it’s interactive theatre. You’re not just a spectator; the performer moves around you, drawing you into the experience as an active participant.”
From the moment you arrive at The Gallery, you’re immersed in an experience designed to captivate every sense. Stunning visuals draw you in, while a custom soundtrack—performed by the Edinburgh Symphony—delivers cinematic grandeur reminiscent of John Williams. The food is just as extraordinary, crafted to surprise and delight.
“We’re not just elevating dining, we’re redefining hospitality. Every guest should feel genuinely valued, with a personal touch that makes them feel truly welcome. This is more than a meal or a show; it’s an unforgettable experience designed to exceed expectations.”
The Gallery is more than a destination—it’s a journey. An immersive escape where every sense is engaged, every moment tells a story, and every visit offers something new to discover.
Tickets for Elementa are available now.
