Illuminarium Experiences, an Atlanta, Ga.-based experiential entertainment company, raised $100m in initial funding.
Eldridge made the investment.
The commitment from Eldridge will support the launch of its Illuminarium in Atlanta, GA, opening July 1, 2021, as well as future global locations.
Created by CEO Alan Greenberg, RadicalMedia and Rockwell Group, Illuminarium Experiences is building immersive entertainment venues that combine techniques used in traditional motion picture production and virtual reality so visitors can experience real world, filmed content (like a safari) and authentic, re-created worlds (like the planet Mars) in an immersive environment, without wearable hardware. Visitors are completely surrounded by a massive canvas, 350 feet in length over 20 feet in height, with laser projection, rich spatial beamforming audio (where natural and musical scores change with the listener’s location), in-floor haptics, scent and lidar-based interactive technologies.
The venues will be located in megacities and mega-tourism destinations around the world.
Opening in Atlanta, GA on July 1, WILD: Safari Experience will introduce the first Illuminarium entertainment experience through Africa’s most exotic animals in their natural habitats. The spectacle will transport visitors to Africa through cinematic content shot by RadicalMedia, using custom camera arrays that provide a 240-degree native field of view (versus the average 210-degree human field of view), on location to showcase majestic animals in their native habitats across South Africa, Botswana, Kenya and Tanzania. Complementing the exotic sights of a safari, visitors will also be immersed in its authentic sounds and scents, all without leaving Atlanta’s BeltLine.
WILD will be followed by SPACEWALK, a journey through the Solar System, where the audience will experience what it’s like to walk on the surface of the Moon and Mars.
In the evenings, Illuminarium will transform into an immersive generative environment, allowing guests to have cocktails and curated eats surrounded by an ever-changing atmosphere. Through projection and audio systems, guests will be invited to gather in a different setting every night of the week.
Following Atlanta, Illuminarium will open in Las Vegas at AREA 15 in January 2022 and in Miami, at Mana in the Wynwood Arts District, in spring 2022. Other North American locations under consideration are New York City, Chicago, Toronto, Montreal, Los Angeles and Austin.
FinSMEs
05/06/2021