From Broadway in New York to Disneyland in California, North America has long mastered the immersive experience. With new productions and spaces opening regularly, there’s also always something new to experience.
Here’s just eleven of my favourite places to visit in the U.S.A. when looking to immerse yourself in art, music, scenery, cowboys (you’ll see what I mean) and theme parks. And in this climate, that escape couldn’t be more welcomed.
Phantom of the Opera: Masquerade
Where? New York City
The idea of the interactive theatre experience is nothing new. From “whodunit” dinner parties to whatever it is people get up to at those Rocky Horror screenings, there’s always been a market for those of us who want to feel a part of the action. Even sitting front row at a comedy show brings out the more daring individuals.
But few interactive productions have gained the level of talk and acclaim that Punchdrunk’s Sleep No More had since it was unveiled in New York City in 2011. Its unique take on the classic story of Macbeth redefined the immersive experience as an art form into itself, and set a new bar for the genre to follow. Read my full article on the experience is HERE.
Sadly, this Off-Broadway production ended in January 2025. But then, somewhat quietly, that show’s producer launched a new Off-Broadway project in September of the same year: Masquerade.
Masquerade is a new take on Andrew Lloyd Webber’s classic Phantom of the Opera – which, though it closed in 2023, remains the longest running Broadway show of all time. Unlike Sleep No More, which is something of an immersive choose your own adventure, Masquerade is a guided, mostly linear experience through the six floors of an Opera House (hidden behind the facade of Lee’s Art Shop), as you watch the story unfold, and the music performed before you.
The show is extraordinary, from the commitment of the actors, to the details of the sets and the logistics of moving people through the space. Often splitting your group of 60 people along the way at breakneck speed, it’s incredible to witness and be a part of. And to think there are up to six performances happening at once only adds to it.
It still gives me goosebumps thinking of walking into the show’s opening scene – the Masquerade ball, which you very much have to dress up for (it’s requisite to wear silver, white or black) – and having this whole world introduced to you. And the roof scene is already a core memory – an incredible move on behalf of the show’s director, Diane Paulus, to make everything about the production feel like a once in a lifetime experience.
I’ll write more about this in a future article, but just to say, this is one of the best theatrical experiences I’ve had in my lifetime, and it’s not to be missed.
To book your own time with the Phantom, head HERE.
Meow Wolf
Where? Denver, Santa Fe, Las Vegas, Grapevine & Houston
New York and Los Angeles – Coming Soon!
If Sleep No More redefined the theatrical experience as one that can be truly innovative and immersive, then Meow Wolf redefined the art space with the same intent.
The collective debuted in Santa Fe, New Mexico in 2016, before expanding to Denver and AREA15 in Las Vegas in 2021, to Grapevine, Texas, just near the Dallas Fort Worth (DFW) airport in 2023, and to Houston in 2024.
In each location, Meow Wolf showcases a unique concept. In Santa Fe, the “House of Eternal Return” takes you into a house with surprises around every corner, in Vegas, “Omega Mart” is a Supermarket that isn’t quite what it appears.
In Denver, they offer the expansive “Convergence Station” – which brings four alien worlds together. It’s by far the largest Meow Wolf installation to date, traversing four stories and 90k square-feet (compared to Santa Fe’s 20k and Vegas’ 52k). It’s an immersive art experience with 70+ installations, rooms and “portals”, developed with art from over 300 creatives – more than one-third of whom are based in Colorado.
As you explore the space, the level of detail and interactivity leads to an overwhelming sense of wonder; I noted this of everyone else who was in the space, as it attracted people of all ages fascinated by their surroundings.
One particular grandmother was sitting down in one of the main thoroughfares of the world; an alien city (“C-Street”, pictured in the article header) where you’re invited to explore the buildings and even vote for a local mayoral candidate. Her grandkids wanted to pull her somewhere but she responded “I want to sit here and take this all in; I’ve never seen anything like it”.
You need to experience Meow Wolf in your lifetime – this much I can tell you. But, like with Sleep No More, how you approach it is totally up to you. Do you do as this precious grandmother and sit and stare in wonderment? Do you run through the corridors blindly and discover this world? Do you arrive heavily researched and go straight for the secrets of the space? I chose to arrive blindly and take it all in; and I feel this works best. Since the visit, I’ve been reading the expansive folk lore behind the installation and learning about everything I missed, and let’s just say it’s a long and expansive list. So there’s no question I’ll be going back to discover it again.
And be sure to check out live performances this summer at all Meow Wolf locations as part of Phenomenomaly – featuring local artists in each city.
A new location in Los Angeles will open before the end of the year, and a New York location is expected to open next year or the year after, as the company continues to expand.
For more details on Meow Wolf and all its locations, head HERE.
Mercer Labs: Museum of Art & Technology
Where? New York City
Sitting across 36,000 square feet of a building previously part of Century 21’s flagship NYC store, opposite the Oculus and the World Trade Center, you’ll find a three story immersive art museum called Mercer Labs. It opened in February 2024 and features 15 rooms of immersive art, a retail store and a mochi bar.
What I love about this museum is the sheer variety of art pieces you engage with.
As is the case at many of these immersive art museums – including ARTE MUSEUM in Las Vegas – there’s the option to colour in a character that is brought to life on the walls of the museum. There’s a giant ball pit that everyone can slide into. There are also swings on entry, which you can sit on as a 360 degree video fills up the room.
Mercer Labs offers more than just projection art – there’s practical pieces to engage with, too. Take a robot playing an electric cello, in the piece DAEMONIUM MACHINAE, which you get to control through your hand motion. Now this isn’t something I’ve seen before.
The predominantly digital nature of the space also means that multiple exhibitions can run on the same day. Currently, World Cup fever has taken over the museum, with “Football is Freedom” seeing “Roy Nachum and the Marley Family turn 15 immersive rooms into the world of football” from 4pm daily. Naturally, you’ll enjoy a lot of Bob Marley music while this exhibition is on.
And before 4pm daily you can enjoy “Maestros & The Machines”, which allows you to step into the worlds of artists like Mozart and Da Vinci.
There are some massive rooms in here, but it’s fairly easy to navigate – though we did miss the ball pit room and have to go back and find it later. So make sure to turn around every corner to see what you can find. And yes, you should absolutely end the day with some mochi.
For more details, and to buy your tickets, head HERE.
If this takes your fancy, you should also check out ARTE MUSEUM in Las Vegas! I have a full review of that space HERE.
The Wizarding World of Harry Potter
Where? Hollywood, CA and Orlando, FL
One of the most impressive attractions in America is at Universal Studios Orlando and Hollywood, where you’ll find a large scale replica of Hogwarts, from the Harry Potter series.
Included in its walls is a detailed interior that has cleverly animated portraits, the sorting hat, Dumbledore’s office and climbing staircases, as you wait to ride the attraction Harry Potter and the Forbidden Journey. They even do nightly light shows on the exterior.
Universal Orlando’s Island of Adventure has the most expansive of accompaniments to the Hogwarts attraction, with a richly detailed Hogsmeade – an immersive experience in its own right – as well as two roller coasters accompanying it, including the best outdoor story driven roller coaster ever, Hagrid’s Magical Creatures Motorbike Adventure (read more about that HERE). You can also catch the train to visit Diagon Alley at the main Universal Studios Orlando park for another great (arguably even better than Forbidden Journey) attraction, Harry Potter and the Escape from Gringotts.
And as of last year, Orlando’s newest theme park, Epic Universe, has introduced a third Wizarding World, which takes you to the Ministry of Magic in London, as well as 1920’s Paris.
In Hollywood, meanwhile, you’ll find a smaller version of the overall experience, with Hogsmeade and Hogwarts, as well as the family coaster, Harry Potter and the Flight of the Hippogriff.
If you’re abroad, you can also find Hogwarts at Universal Studios in Japan – and at the newly opened location in Beijing. If you want to see the original sets, you’ll need to go to Warner Bros. Studio Tour London for that (though you won’t find a ride within it here).
For more details about the Wizarding World of Harry Potter in Orlando, head HERE. For Hollywood, head HERE.
AREA15
Where? Las Vegas, NV
Off the Las Vegas strip, you’ll find AREA15, a massive warehouse described as a “space mall” that’s filled with a myriad of individual immersive projects.
The “space mall” is full of experiences, but the most talked about – and popular – is Omega Mart. This is third location for Meow Wolf, which we talked about earlier in the article. It’s a collaborative endeavour between hundreds of artists (325 in the case of Vegas’s Omega Mart – including music from the likes of Beach House and Brian Eno), all sitting behind a unified vision and experience under the “Meow Wolf” banner.
For Las Vegas, the collective have designed an out-of-this-world supermarket, called Omega Mart, where you can actually buy the items they have on display. They are essentially individual art pieces of their own – just look at these Cage-Free Toes!
But the supermarket is only the entrance to the overall experience. Guests will walk into one of the many secret passages in the store to find a hidden world that accompanies it – and even a bar where they may serve you a cocktail out of a Windex spray bottle. As you do!
You could be lost here for an entire day, and still not find every secret in this powerfully inventive world. Meow Wolf have taken immersive storytelling to a whole new level.
In the same AREA15 complex, you’ll find Museum Fiasco, where you’ll don special glasses that create a powerful light effect in the light and sound experience. It could just as easily be an EDM nightclub. Speaking of, one of their on site music venues is called The Portal, and it has 360 degree projections along the walls – no doubt making for some incredible parties.
And that’s not all. The AREA15 complex – which in its first three years welcomed 200 live shows and more than 5 million guests – continues to expand. There’s a new Universal Studios permanent attraction Horror Unleashed that just opened, and even a 200-foot-tall “psychedelic drop-ride” called Eye Dropper. Both are part of their massive and ongoing “Zone 2” expansion.
Keep an eye on their official website for updates, and to see what else they have on offer now. AREA15 is worth the trip to Vegas alone.
Mystic Seaport Museum
Where? Mystic, CT
Ever wanted to immerse yourself in a recreated 19th-century seafaring village? Well, in Mystic, CT, in New England, you can do just that. In Mystic Seaport Museum’s “Seaport Village” you’ll immerse yourself in actual buildings and ships – collected from around New England – from the 1800s. They’re not replications, they’re the real deal, showcasing the bustling maritime trades from the period, while shipsmiths, coopers, woodcarvers and riggers show you how it all worked.
And throughout the year they hold a number of events. Around Halloween time, you can do ghost tours of the museum as part of a “Jack-O-Lantern Walk” event in the evenings. In December, they turn it into the “Lantern Light Village”, an “outdoor, free-roaming experience designed to exemplify the differences between the modern and 19th century holiday seasons”, which takes place between 5pm and 8pm on select nights.
For more details about the Mystic Seaport Museum, head to their official website.
SUMMIT: One Vanderbilt
Where? New York City
I didn’t expect to include a city viewing experience on this list – especially in New York, where there are no less than five such observation decks. But there’s just nothing quite like SUMMIT One Vanderbilt, next to Grand Central Station.
Situated between the 91st and 93rd floors of the newly opened building, the experience is part city views and part art instillation, with no less than 6 sensory immersive experiences for you to enjoy throughout the 6,000 square metre attraction.
The experience starts in the lobby, where you enjoy an introductory video that’s as immersive as the experience itself, your photos are taken and face is scanned, before ascending 91 stories in record time, with an accompanying soundtrack.
The doors open, and you are greeted by a colour changing corridor as you quickly discover why you were given special sunglasses on entry – you’re about to enter the brightest room you’ve ever encountered, covered in reflective surfaces, mirrors and glass, across multiple floors (pictured above), in what is a visual feast designed for the Instagram era; immersing you both in the experience of the room itself, as well as the city itself.
There’s 2 indoor floors and impressively, 1 outdoor floor, where you can enjoy a cocktail 1,1000ft in the sky – before ascending on the aptly named “Ascent”, a glass elevator ride on the outside of the building. Along the way you’ll come across artwork by Yayoi Kusama (Clouds, pictured above), and you’ll find out why your face was scanned in the lobby in an immersive video spectacle that places you in the clouds.
It really is an experience that needs to be seen to be believed.
Tickets need to be booked in advance. So for tickets and more details, head to their official website.
Cirque du Soleil’s Permanent Residencies
Where? Honolulu, Las Vegas & Orlando
While you may have experienced Cirque in touring form, nothing can quite prepare you for the scope of possibilities of a permanent Cirque experience. The production cranks the immersion up to 11, with acrobatics and spectacle happening all around you.
Two of my favourite shows to achieve this are O in Las Vegas, and Drawn To Life at Walt Disney World in Orlando (pictured above, read my review HERE). While the Disney spectacular is the only mainland US production to sit in a permanent space outside of Las Vegas, in Vegas there are multiple shows around the city – some more immersive and spectacular than others.
And as of last year, there’s one more permanent US location for the famed Cirque company – Honolulu, Hawaii – where the brilliant ‘Auana (pictured below, read my review HERE) is now performed. And is a must see.
Both ‘Auana and Drawn To Life have you sitting in something of a semi-circle around the stage, with the acrobats flying over you across the show. Even the Michael Jackson themed show One, which is situated in a more traditional theatre space in Vegas, sees the acrobats fly right overhead. And don’t get me started on the technical splendour offered by the underwater O. Just go and envelop yourself in the magic.
For more details on all Cirque Du Soleil shows, head to their official website.
Kusama’s Infinity Rooms
Where? Toronto, Washington D.C., Los Angeles and more
At galleries around North America you’ll find permanent, immersive “Infinity Rooms” designed by iconic Japanese artist Yayoi Kusama.
Check out one at The Broad in Los Angeles, and at the AGO in Toronto, Canada. There are two infinity rooms at the Rubell Museum in Miami, FL, too. You can also visit the home of her original infinity room at the Hirshhorn in Washington D.C., who have been collecting Kusama’s works since 1996.
They currently have two of the Japanese artist’s iconic immersive spaces on display; her first ever infinity room from 1965, “Phalli’s Field” (pictured above, with the author of this piece), repurposed here in 2016, and one of her newest, “My Heart Is Dancing into the Universe” (2018, pictured below). Together, they sit as part of the exhibition One with Eternity: Yayoi Kusama in the Hirshhorn Collection, which runs through Spring 2023.
For more details about the Kusama installations at the Hirshhorn, head HERE. And for details on The Broad in Los Angeles, head HERE.
Rise of the Resistance
Where? Disneyland – Anaheim, CA and Disney World – Orlando, FL
Operating on millions upon millions of lines of code, Rise of the Resistance is the most impressive dark ride I’ve ever been on. Borrowing from the innovations of rides like Pooh’s Hunny Hunt (Tokyo Disneyland, 2000) and The Twilight Zone’s Tower of Terror (Orlando’s Hollywood Studios, 1994); with a little magic from the cast, and the understanding that by making the queue an experience and a story in itself – something that dates back to Haunted Mansion (Disneyland, 1969) – the guest experience is going to be enhanced, and the ability to tell a more immersive story is possible.
This experience will bring awe to even the most pessimistic of adults, as nothing to this scale has ever been produced, and you genuinely feel a part of an easy-to-follow story, and the action as you go through the ride, in a way that I’ve never seen an attraction achieve so successfully. You genuinely feel like you’re a part of the Star Wars universe, and it’s a beautiful thing.
The ride sits as part of Galaxy’s Edge, the Star Wars themed land, which recently enjoyed an overhaul of its other attraction, Millennium Falcon: Smuggler’s Run, which is now themed to the The Mandalorian and Grogu film. That part of the land also now incorporates characters from the original trilogy – as opposed to just the newest. Disneyland is always evolving!
Read more in my article about Disneyland HERE. You’ll only find this attraction at Disney parks in Anaheim and Orlando.
Grand Canyon Railway
Where? Williams, Arizona
And finally, we ride the Grand Canyon Railway. This service takes you out of Williams, Arizona, all the way to the Grand Canyon. But it’s more than a train ride; it’s a one-of-a-kind, immersive experience, designed to take you back in time. And they have the authority to do so – this is a train steeped in history (it’s been taking passengers since 1901) and the experience beams with fun for the whole family. There’s a “shoot-out” at the Grand Canyon Railway Hotel before you board – as well as a few surprises along the way home (hot tip: have some dollar bills handy).
All this is accompanied by the natural landscape; enjoy the incredible views as the topography changes from flat, arid land, to the majesty of the Grand Canyon. And you’ll get to enjoy a drink and a song (or two) along the way.
Trips to and from the Canyon are timed so you can do for the afternoon, or spend a night in the accommodating on the famed Southern Rim. Even if you had a car, you’d be crazy not to jump on board for the experience. There’s no better way to get to that part of the world.
You can read more about this experience in this article. Book your own ride HERE.
All photos by the author except: Masquerade (by Matthew Murphy and Evan Zimmerman, supplied, except for the Lee’s Art Shop photo, which is by the author), Meow Wolf (Supplied), Star Wars (As Credited) and Cirque du Soleil (Supplied).
