Merlin Magic Making, the creative division for Merlin Entertainments, and Fever, a leading global live entertainment discovery platform, are set to debut their Super Neon attraction at the Mall of America, North America’s largest shopping and entertainment complex, in September.
This immersive experience has been developed to inspire creativity and joy and offers a combination of high-concept visuals and practical play within an illuminated, otherworldly environment.
Uplifting experience
Super Neon was conceived, designed, and realised in less than a year by Merlin Magic Making, and is presented by Fever.
The unique attraction spans 11,000 square feet and invites guests of all ages on a 45- to 60-minute journey through a range of glowing, interactive spaces.
These include a colourful rainstorm, complete with underwater umbrellas hanging from the sky, a magical forest where guests can wander and bring to towering trees to life with their touch, vibrant sculptures, sensory light tunnels and cloudlike dreamscapes, ‘painting’ with beams of colour, and otherworldly, photo-worthy installations.
“Super Neon all started with the trend and fascination in awe-inspiring lighting installations and how light has a mood-boosting impact on us all,” says Liz Cummings, Merlin Magic Making creative lead for new products and concepts.
“In making this world’s first attraction from start to finish in less than a year, we were able to hone in on current trends and make them relevant for our guests immediately.
“Throughout the creation of Super Neon, we’ve had to completely rethink how we bring attractions to life—working differently with our teams to deliver faster while still bringing the depth, quality, and signature Merlin magic our guests expect.”
Tom Mcelwee, RGM North America at Fever, says: “At Fever, we’re passionate about bringing unique, world-class experiences to life for audiences everywhere.
“Super Neon is a perfect example of immersive storytelling done right. It’s imaginative, meaningful, and designed to spark wonder while elevating the senses of people of all ages. We’re thrilled to bring this unique experience to the greater Minneapolis area.”
The experience is set to launch at Mall of America in Bloomington, Minnesota, on 12 September. The waitlist for early access is now open.
Mall of America spans an area of 5.6 million square feet and boasts attractions such as a Sea Life aquarium, the FlyOver America ride, and the Crayola Experience. Last summer, the Great Big Game Show and two new escape room designs were added to its portfolio.
