Virtual reality, for all its hype and hope, hasn’t exactly taken the entertainment world by storm. Now a new venture is looking to deliver on VR’s promise of virtually transporting you …
. Tickets will cost about $35 apiece, which will give you about an hour to walk through the experience in a 2,000-square-foot room .
To form Illuminarium Experiences, Kamen and RadicalMedia teamed up with production designer and architect David Rockwell, the Tony winner who, and his Rockwell Group firm. They then connected with investor Alan Greenberg, who is the co-founder of Avenues: The World School, Greenberg News Networks, Travel Holdings and former publisher of Esquire magazine, to head the company as CEO.
Greenberg, Illuminarium’s CEO, dismisses any comparisons between its experience spaces and movie theaters.Meanwhile, a core piece of the company’s business model is to promote its locations as nightlife destinations: Illuminarium After Dark, designed and developed by the LAB at Rockwell Group, will be a bar scene like no other, Greenberg promises — letting visitors experience different virtual settings, from a Tokyo city street to fantastical dreamscapes.
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