The world’s top immersive experiences

ABBA Voyage is a spectacular show in London’s Queen Elizabeth Olympic Park where Agnetha, Björn, Benny and Anni-Frid sing and dance as digital versions of themselves. 

Through cutting-edge technology, immersive lighting, and ABBA’s iconic songs, the band performs on stage in a whole new way. 

The band members’ digital avatars, or holograms, were created by Industrial Light & Magic (ILM), the visual effects company founded by Star Wars creator George Lucas. The band performed in motion capture suits, with cameras scanning their body movements and facial expressions.

In an interview with blooloop, ABBA Voyage producer Ludvig Andersson described the attraction as a “magic ABBA space church”.

“It’s ABBA’s best possible concert in the 21st century,” Svana Gisla, another producer for ABBA Voyage, told blooloop.

Airbnb may have officially expanded into the experiences business, but the holiday property rental company has been offering unique overnight (and sometimes day-only) stays for some time now. In recent years, Airbnb has listed Shrek’s “mud-laden” swamp, Barbie’s Malibu Dreamhouse, the Beetlejuice Beetlejuice ghost house, and the house from Disney and Pixar’s 2009 film Up.

Museum experiences with Airbnb have included a night in the Ferrari Museum in Maranello, Italy, and a stay in the Musée d’Orsay’s iconic clock room. Its immersive experience inspired by Gladiator II at the Colosseum in Rome went ahead despite criticism from Italian officials.

As part of its new Airbnb Originals series, the company has introduced experiences such as an anime attraction with Megan Thee Stallion, and “a taste of Sabrina Carpenter”.

A distinctive immersive experience found at Futuroscope in France is Aquascope, a water park with immersive zones powered by digital technologies. These include projection mapping and lighting, spatialised sound, interactive elements, and choreographed water effects.

Moment Factory, Universal Rocks and Modulo Pi worked on Aquascope. “Water is an exceptional ally in creating immersive environments, offering limitless possibilities that we are only beginning to explore,” said Lyes Belhocine, general manager and producer, theme parks at Moment Factory.

“Its unique qualities, blended with advanced technology, create an ideal setting for light and sound exploration.

“We are curious to see where this combination will take us in the future.”

Kids want to be immersed in their favourite brands as much as adults, and attractions like Bluey’s World are capitalising on this demand. Located in Brisbane, Australia, Bluey’s World features innovative set designs, interactive games like ‘Keepy Uppy’ and ‘Magic Xylophone’, themed F&B, and Alfie’s Gift Shop for exclusive merchandise.

At Bluey’s World, guests can explore the Heeler family’s living room, kitchen and backyard, as well as Bluey and Bingo’s bedroom and playroom.

“This experience is one-of-a-kind, offering fans a unique way to engage with Bluey in an imaginative, hands-on environment. We hope it will inspire children and parents alike to enjoy moments of play and creativity, just like the Heelers,” said Kate O’Connor, director of brands and licensing at BBC Studios ANZ.

Camp is a family experience company with experiential toy stores across the US. These can be found in cities such as New York, Chicago, Dallas, Los Angeles, Boston and Houston. Camp’s unique concept combines play with products in its stores and online. Its locations serve as toy stores, party venues and immersive theatre spaces. All of them include a signature Magic Door.

Many of Camp’s experiences are themed to brands, with the company partnering with entertainment giants like Disney and Universal. Camp has launched experiences inspired by The Little Mermaid, Encanto, and Trolls, as well as Bluey.

In the Little Mermaid attraction, for example, guests could visit King Triton’s Palace, explore Ursula’s dark lair, see Ariel’s grotto, watch a magic show, and play in an abandoned shipwreck. After the experience, they could shop for exclusive merchandise.

Trolls x Camp included a tunnel filled with Trolls hair, play experiences in Bergen Town, the Trolls Tree and Vacay Island’s pool noodle jungle gym, photo opportunities with Poppy and Branch, a driving video game, and a visit to Mr Dinkles’ Sparkle Spa.

The critically acclaimed Crystal Maze Live Experience opened in London in 2016 and was followed by a second location in Manchester. A nostalgic reimagining of 90s hit TV game show The Crystal Maze, the experience challenges guests to a series of games to win crystals and get time in the Crystal Dome.

The Crystal Maze Live Experience is the brainchild of Little Lion Entertainment, the immersive attractions company behind Tomb Raider: The Live Experience, Chaos Karts, and a Pac-Man experience in partnership with Bandai Namco.

Dopeameme is our first Area15 entry on this list of the world’s top immersive experiences. The Domeameme Institute for Pleasure research is from designer toy brand Superplastic and is located in the experiential entertainment complex in Las Vegas. D.I.P.R. is the brand’s first-ever physical space. It offers a story-driven experience, with more than a dozen interactive experiences designed to trigger an actual dopamine rush.

Dopeameme uses RFID technology in a unique way: to track participants’ engagement so that the happier they are throughout the experience, the more they receive from the game itself.

“Turning Superplastic’s IP character universe into an unforgettable, IRL experience, D.I.P.R. cleverly blends warped humor, physical participation and immersive entertainment in ways we’ve never done before,” said Superplastic CEO Jennifer van Dijk.

Electric Playhouse offers cutting-edge, projection-based experiences that combine art, technology and play. Launched in Albuquerque, New Mexico, and now with a second venue in Las Vegas, Nevada, Electric Playhouse transforms traditional spaces into dynamic, sensor-driven environments, offering immersive games, dining, and events without the need for headsets or controllers.

CEO and co-founder Brandon Garrett told blooloop: “We wanted to create an experience that blends digital engagement with real-world social connection and movement. Instead of isolating behind a screen, our spaces bring people together, encouraging physical play, collaboration, and shared experiences.”

The Teatime in Wonderland F&B experience is inspired by Lewis Caroll’s 1865 novel Alice’s Adventures in Wonderland. An immersive high tea, it includes motion-activated imagery and sound, interactive storytelling, and food prepared by celebrity pastry chef Keris Kuwana.

“Seeing Tea Time sell out consistently, especially in Vegas, has inspired us to develop new dinner stories and expand into more large-scale, story-driven, gamified experiences,” said Garrett.

Fork ‘n Film has locations across the US, plus one in London. The newest venue came to Area15 in early 2025, offering an immersive cinema and dining experience where dishes from films are served as they appear on screen. Nostalgia is on the menu at Area15 with films such as Mean Girls, Holes, Beauty and the Beast, Mulan and Alice in Wonderland.

Other films showing at Area15 are Ratatouille, Lady and the Tramp, The Princess and the Frog, Cloudy with a Chance of Meatballs, and Monsters, Inc. In addition to food and drink, Fork ‘n Film uses state-of-the-art visuals and surround sound to provide a fully immersive atmosphere, engaging guests’ senses beyond sight and sound.

Immersive Fort Tokyo is a new theme park for immersive experiences located in Tokyo’s Odaiba area. Immersive Fort Tokyo is the first project of its kind in the world, with guests able to participate and interact as players rather than observers. 

Highlights at the innovative destination include a large-scale immersive theatre experience, a horror experience, and a show that suddenly starts in a restaurant. Also on offer is an escape room-style attraction, a Sherlock Holmes experience, and a Jack the Ripper adventure.

“With immersive theatre, it’s your own entertainment, nobody else’s. You play the role,” Tomoe Okiyama, creative director of Immersive Fort Tokyo, told blooloop.

“I think that the depth of the memory that you get through immersive experiences is so much greater than from any other entertainment.

“Those are the factors that make them compelling.”

Another immersive experience found at Area15 in Las Vegas is a new John Wick-themed attraction offering interactive missions in themed environments. Based on the John Wick film franchise starring Keanu Reeves, the John Wick Experience features cinematic rooms, live interactions and interactive gameplay. It’s set in the John Wick Continental Las Vegas hotel and includes two themed bars and a retail outlet.

“In the films, Chad Stahelski has created a complex, alternate reality with exquisite design, deep mythological influence and meticulous action,” said Jenefer Brown, executive vice president and head of global products and experiences at Lionsgate.

“The most important part of creating this experience was honoring that and making sure that our guests truly feel like they are part of the world of the films.”

Monopoly Lifesized in London is an immersive, interactive team version of the family board game created in partnership with Hasbro. Players can move around a life-size board and take part in challenges to buy properties, earn money, pass go, and go to jail. After successfully launching in London, Monopoly Lifesized went to Riyadh, Saudi Arabia. The attraction is also making its way across the US on a multi-year tour.

David Hutchinson, CEO of the Path Entertainment Group, a London-based production company, spoke to blooloop about the global expansion of Monopoly Lifesized. “It is really about building an international network of franchise partners… Monopoly is in pretty much every single country, in countless languages and iterations,” he said.

London-based immersive experience Phantom Peak is described as part immersive theatre, part escape room, and part real-life TV series. It’s set in a Wild West-themed town, with visitors able to explore the mysterious site, take part in nearly 100 games and challenges, and interact with the residents. Highlights include a boat ride, and saloons and dining facilities.

Phantom Peak is also heading to the US, with five new locations planned in the first phase. Co-founder of Phantom Peak, Glen Hughes, said: “Obviously the US is a large market and each city presents unique opportunities and drivers. We’re looking for a combination of demographics, appealing locations, and resources that will help us launch and sustain success for years to come.”

Las Vegas is swiftly becoming a city for immersive experiences and casinos, and is home to the world’s first Sphere, a $2.3 billion attraction. Launched in September 2023, Sphere is the largest spherical structure in the world. Its exterior features 580,000 square feet of LED lighting. 

Inside, Sphere serves as a unique entertainment destination with immersive experiences, performances and competitions. These are enhanced using state-of-the-art technologies including the world’s highest resolution LED screen, the world’s most advanced concert audio system, and atmospheric elements such as wind and scent.

A second Sphere venue is planned for Abu Dhabi.

A unique water park and resort entry on our list of the top immersive experiences is Therme Group’s wellness resorts. The Vienna-based company is building new destinations in locations including Manchester, Dubai and the US. Like its current sites in Erding, Germany and Bucharest, the new Therme resorts will provide thermal bathing, spa treatments, mineral pools, saunas and wet rooms, lush greenery, immersive art, and thrilling waterslides.

A new experience at Germany’s Therme Euskirchen wellness complex merges nature and technology. Developed by Therme Group and its partner Thermengruppe Josef Wund, the multi-sensory production is located in the new ‘Immersive Sky’ experience room. Guests enjoy a unique “forest bathing experience” through sound, scent, water, movement and imagery as they discover the story of the Lupuna tree, found in various parts of the Amazon rainforest.

Last but not least on our round-up of immersive experiences is Sony’s Wonderverse, a new attraction in Chicago that brings the studio’s movies, TV shows and video games to life. Located in the Oakbrook Mall, Wonderverse is a 45,000-square-foot indoor venue home to immersive experiences based on Sony brands.

Highlights at Wonderverse include a Ghostbusters VR experience, a Jumanji VR game, Zombieland-themed bumper cars, Bad Boys racing simulators, Uncharted escape rooms with a connected storyline experience, a 21 Jump Street pop-up bar, and a hidden (and haunted) speakeasy-style bar called The Ghost Trap.

“We really believe in depths of immersion. People need to be able to decide on how deep they want to go. They might just want to be eating in that environment, or they might want to dive deep into the world of a movie and be that character. We’re trying to provide that full range,” Jeffrey Godsick, head of location-based entertainment (LBE) at Sony Pictures, told blooloop.