17. The Reserve

The Reserve, Chester, UK

Open now 
Location: Chester, UK
Experience Sector: Themed Attractions 

If you’re an animal lover in search of luxury lodgings then look no further than Chester Zoo, which is set to become a short-break destination, having just opened 51 safari-style lodges on site. Called The Reserve, the dwellings will provide a unique overnight experience within the zoo. Boasting views across The Reserve’s private savannah where giraffes and zebras roam free, the lodges were crafted from natural and sustainable materials. In a nod to Chester Zoo’s conservation work in Africa, the interiors are inspired by African landscapes. 

Those who spend the night at the zoo will enjoy special out-of-hours zoo access, behind-the-scenes opportunities and learning experiences, and the chance drink in the sunrise across the savannah-inspired landscape. The site includes the Amboseli Restaurant, named after the region in Kenya where the zoo works to protect lion populations. There’s also the Tsavo Lounge lakeside terrace where you can toast marshmallows by the firepit. The Reserve will fund Chester Zoo’s species-saving conservation work at the zoo and in Kenya and Uganda.

16. Barbie The Dream Experience

Barbie The Dream Experience, Amsterdam, The Netherlands

Opens: 12 September 2025 
Location: Amsterdam, The Netherlands 
Experience Sector: Immersive Entertainment

We’ve had the film and now you can step inside Barbie’s world in Amsterdam at a new immersive experience masterminded by Mattel and WONDR Experience. Called Barbie: The Dream Experience, fans can explore interactive environments and life-sized replicas of the most iconic Barbie moments in 12 themed zones inspired by eras across the Barbie timeline.. The experience takes visitors on a nostalgic journey through six decades of Barbie history, and features life-size playsets from the brand, exclusive merch and a Barbie-themed café.

From a walk on the moon and a trip in a retro-futuristic rocket with Astronaut Barbie, and chilling on a flower-power Californian beach with Malibu Barbie, to saddling up with Barbie Western Fun or styling ‘big hair’ inspired by Totally Hair Barbie – the best-selling Barbie doll in history – the experience celebrates over 65 years of the world-famous doll. Look out for replicas of iconic Barbie vehicles from her car, boat and Dream Camper to her snowmobile, and a life-sized Barbie DreamHouse that you can run riot in. Life in plastic, it’s fantastic.  

15. Taste Of China

Taste Of China, Shanghai, China

Open now 
Location: Shanghai, China 
Experience Sector: Immersive Dining 

Combining food exploration and cultural storytelling, Trip.com Group has launched a Taste of China immersive dining experience within the recently restored Bund City Hall Plaza in Shanghai boasting panoramic views across the city. The seven-course culinary odyssey takes diners on an edible journey through China’s sevenkey regions that brings together food, culture, history, and art. Expect interactive storytelling, live performances, and dynamic projections that transport you into the beating heart of China’s cultural heritage. 

The meal is led by Cheng BaoBao, an animated panda chef who guides diners through China’s key regions via digital projections of historical landscapes and a signature dish that showcases the unique flavours and ingredients of each area. Among the dishes on offer are: Peking duck from the north, sour fish soup from the south, and mapo tofu from the west. While they tuck in, diners will learn about the cultural significance of the dishes. The experience culminates in a Sichuan opera face-changing performance, where artists swap masks at lightning speed.

14. AI: Your Mind & The Machine

AI: Your Mind & The Machine, Tampa, US

Opens: 6 September 2025 
Location: Tampa, US
Experience Sector: Immersive Learning 

The Museum of Science & Industry (MOSI) in Tampa is opening a new AI-focused exhibit where guests can solve puzzles and paint with machines. Called Artificial Intelligence: Your Mind & The Machine, the hands-on experience is designed to make AI more exciting and accessible to a wider audience, particularly children. The exhibit is a futuristic playground where visitors can train AI to recognise them, paint a selfie in the style of Van Gogh or Picasso, and hear a piano compose new music using the sounds of 1,400 instruments.

Expect games, smart machines and interactive challenges to show how AI works. To highlight the way in which an artificial intelligence system learns, visitors will get to rearrange blocks and take on stacking puzzles. They’ll also be able to play with a huge version of the Simon electronic game, compare real photos to AI-generated images, explore how AI is used in films, and give AI clues then watch it solve mysteries. The experience was created by the Relayer Group, a consulting and development firm specialising in artificial intelligence.

13. Immersive Room At Willem Hospice

Immersive Room At Willem Hospice, Milton Keynes, UK

Open now 
Location: Milton Keynes, UK
Experience Sector: Wellbeing, Immersive Entertainment 

Illustrating the therapeutic power of immersive technology, Willen Hospice in Milton Keynes has created an immersive room for its patients – the first of its kind in a UK hospice. The room offers both patients and carers coping with the devastating impact of a life-limiting illness interactive and relaxation experiences includingvideo, sounds, smells, bubbles, and the feeling of a breeze. Funded by The Jim Marshall Charity and set up by Marshall Amplifications, the project helps patients reconnect with the natural world from indoors.

Cutting-edge tech has been used to recreate experiences patients might be missing from the outside world, such as the sights, sounds and smells of a lavender field in full bloom. Patients and their families can play games and quizzes projected onto the wall using the touch functionality. The hospice team also runs enhanced guided relaxation and meditation sessions. “One thing we learnt during the pandemic was the power of connection and shared experiences. That’s when we had the idea to create the immersive room,” said project manager Jenni Marks. “There are so many opportunities for us to use this space to help people affected by life-limiting illness to have wonderful experiences.”

12. College Of Extraordinary Experiences

College Of Extraordinary Experiences, Kliczków, Poland 

Opens: 15-19 September 2025
Location: Kliczków, Poland 
Experience Sector: Immersive Learning, Experience Design 

This is one every experience designer worth their salt won’t want to miss. The College of Extraordinary Experiences will see 108 thought leaders in the experience realm meet at Kliczków castle in Poland for five days of workshops, expert masterclasses, brainstorming, networking and swapping stories. Participants span over 30 countries and myriad industries, from entrepreneurs and academics to artists, many of which are WXO members. Previous editions have been called ‘The Harvard of Experience Design’ and ‘more than just a little crazy’.

The College is a place where people from all over the world come to unlock new ways of thinking in their professional lives. Christie Cleveland, a product manager for Disney, described the event as “beautiful and transformative”, and said last year’s edition was among “the top five experiences” of her life. The experience includes roundtrip transportation from Berlin Brandenburg Airport, locally sourced food, award-winning drinks, accommodation in the castle, a community app, and all the extraordinary experiences offered at the College. 

11. Airbnb Seventeen Concert Experience

Airbnb Seventeen Concert Experience, Seoul, Korea

Opens: 11-12 September 2025 
Location: Seoul, Korea  
Experience Sector: Live Events, Music & Concerts  

Airbnb has teamed up with Hybe, Pledis Entertainment and K-pop sensation Seventeen to offer guests innovative new ways to experience their next gig. Launching in Seoul, the Seventeen-themed Airbnb experiences will move to LA in October and Tokyo in December to coincide with the band’s world tour. In Seoul fans will be granted insider access this month to Seventeen’s vocal coach Youngmin Kim and choreographer Youngjun Choi. The vocal coach behind some of K-pop’s most famous voices, Youngmin Kim will guide attendees through a 90-minute immersive vocal experience inspired by the energy of Seventeen concerts. 

They can also hit the dance floor with Youngjun Choi, one of K-pop’s most respected choreographers, who has created over 700 routines for K-pop acts. During the 90-minute workshop fans will break down the signature moves from one of Seventeen’s greatest hits. “Each experience is designed to bring fans one step closer to the world of K-pop, guided by industry professionals and inspired by Seventeen’s energy,” said Lyla Seo of Airbnb Korea, who believes the initiative “blends concerts, travel, and new experiences like never before”.

10. Gabby’s Dollhouse x Camp

Gabby’s Dollhouse x Camp, Los Angeles, US

Opens: 26 September 2025 
Location: Los Angeles, US 
Experience Sector: Immersive Entertainment, Themed Attractions 

Family friendly experiential retailer Camp has teamed up with Universal Products & Experiences on a Gabby’s Dollhouse-themed immersive retail experience. Inspired by the upcoming Gabby’s Dollhouse movie, Gabby’s Dollhouse x Camp is billed as a ‘cat-tastic’ experience offering visitors a fantastical world of imaginative exploration and plenty of merch. It opens at Camp‘s LA store on 26 September to coincide with the global release of Gabby’s Dollhouse: The Movie, and will move to Camp’s store in Charlotte on 10 October. 

Guests will step through Camp’s Magic Door and discover Gabby and her cats in a series of themed rooms. Highlights include a recreation of Gabby’s bedroom and a Cotton Candy Treehouse. Fans can make party treats in Cakey’s kitchen, gather decorations for a party in the Fairytale Garden with Kitty Fairy, mix potions,and get a makeover in MerCat’s bathroom. Visitors can also venture down a magical rainbow into the underwater world of Merlantis, dance with DJ Catnip as he works the decks, and meet Gabby in person.

9. Lander 23

Lander 23, London, UK

Opens: 17 September 2025 
Location: London, UK
Experience Sector: Immersive Entertainment, Gaming 

Trailblazing immersive theatre company Punchdrunk’s latest venture, Lander 23, lands in Woolwich this month. Described as a live action video game, Lander 23 invites attendees to take part in a multiplayer stealth mission. With real-time gameplay and true agency, the production cleverly fuses theatre and gaming. The narrative centres on the Lander Division of the Centre for Astrobiology, tasked with exploring the furthest reaches of the galaxy and bringing back valuable data to the mothership. The crew of Lander 23 vanished on Hisarlik 426. 

Now a new team must launch, search and survive. Players are split into two squads: Command (Drivers) and Ground Team (Fields). As Fields navigate the alien terrain, they have to rely solely on voice guidance from their Drivers aboard the ship, meaning communication is key to survival. The mission is clear: continue the job of the Lander 23 crew without vanishing. For players, time is not on their side, the environment is treacherous and there are hidden dangers lurking in the shadows. Punchdrunk’s artistic director, Felix Barrett, said that creating a live video game that fires up both hemispheres of the brain was “the holy grail”. 

8. Fari Islands Festival

Fari Islands Festival, The Maldives

Opens: 19-22 September 2025
Location: The Maldives 
Experience Sector: Live Events, Wellness 

The Ritz-Carlton Maldives and Patina have joined forces to create the Fari Islands Festival, a three-day celebration bringing together a community of regional changemakers across wellness, conservation, cookery and design. Covering five themes: Culinary Artistry, Sonic Immersion, Nature Amplified, Body, Mind & Soul, and Creative Artistry, the festival reflects the Fari Islands’ spirit of celebrating nature, craft and connection, and aims to redefine the luxury experience.

Danico Bar, one of Paris’s most influential cocktail destinations, will take over the islands’ bars with their signature flair offering attendees the chance to take part in cocktail masterclasses. Singapore-based STPI Creative Workshop and Gallerywill host a series of craft sessions, and marine scientist Gibbs Kuguru will lead sea turtle conservation excursions. 

The opening night begins with poet Rupi Kaur delivering a spoken word performance at Skyspace Amarta, an art installation by James Turrell. DJ Kim Turnbull will place a live set on the second night and the festival wraps with the Fari Marina Fiesta, featuring a set by French funk musician FKJ. 

7. Super Neon

Super Neon, Minneapolis, US 

Opens: 12 September 2025 
Location: Minneapolis, US 
Experience Sector: Immersive Entertainment

Merlin’s Entertainments creative division, Merlin Magic Making, is behind a second extraordinary experience this month: Super Neon in Minneapolis. Created in collaboration with Fever, visitors to Super Neon will step inside an illuminated, mood-enhancing wonderland at the Mall of America. Set across 11,700 square feet, Super Neon is a technicolour playground boasting a colourful rainstorm with underwater umbrellas hanging from the sky, and a magical forest where towering trees come to life when touched.  

The immersive experience offers a combination of high-concept visuals and practical play within an illuminated, otherworldly environment of glowing, interactive spaces. Expect vibrant sculptures, sensory light tunnels and cloudlike dreamscapes, painting with beams of colour, and otherworldly installations. “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,” said Tom Mcelwee, RGM North America at Fever. 

6. Oriental Legend

Oriental Legend, Ziyang, China 

Open now 
Location: Ziyang, China 
Experience Sector: Themed Attractions 

Fantawild Holdings Inc. has opened Oriental Legend, its new theme park in Ziyang, China,  centred around the 5,000-year history of Chinese civilisation. Going big on immersive entertainment, Oriental Legend combines Chinese cultural and historical themes, including Confucianism, Buddhism, Taoism, and local Shu civilisation artefacts and stone carvings. Arranged across seven themed zones, the park features 10 large-scale indoor high-tech attractions, 28 outdoor attractions, and an array of restaurants and retail outlets.

Among the tech in play at the park are dome theatres for flight simulations, phantom imaging, and 4D motion effects. Rides include Confucius, a rotating platform theatre attraction where guests join the philosopher on a journey through ancient kingdoms. In Legends of Shu, an indoor dark ride, ancient Shu warriors battle to defeat mythical serpents. In Whimsical Caves, views of Ziyang’s grottoes come to life as guests go on a magical flight over Ziyang’s scenic sites. The park is free to enter and you can pay as you go for your rides. 

5. Peppa Pig Surprise Party

Peppa Pig Surprise Party, Gateshead, UK

Opens: Autumn 2025 
Location: Gateshead, UK
Experience Sector: Immersive Entertainment, Themed Attractions 

Everyone’s favourite porcine pal, Peppa Pig, gets her first immersive experience in the UK at the Metrocentre shopping centre in Gateshead near Newcastle. Peppa Pig: Surprise Party, a new immersive experience for preschoolers, takes place across 19,000 square feet, giving fans the chance to interact with characters from the show and explore iconic scenes from the animated TV series. The experience includes interactive storytelling, state-of-the-art puppets, theatrical performances, hands-on activities, and original audio-visual (AV) content.

You can choose the perfect gift with Miss Rabbit, sing along with Madame Gazelle, and enjoy a celebration with Peppa’s family at their house, complete with party hats and muddy puddles. The attraction includes a variety of photo opps, and a gift shop selling exclusive Peppa Pig merch. We like the sound of the sensory room with a calming colour, changing lights, soothing music, toys and bubble tubes. The experience was created by live entertainment company Immersive Everywhere in collaboration with Hasbro.

4. Gugu Meltdown

Gugu Meltdown, Dubai, United Arab Emirates

Opens: September 2025 
Location: Dubai, United Arab Emirates 
Experience Sector: Immersive Entertainment

Warning! This experience may cause spontaneous joy, emotional release, and excessive dancing. If so, we’re here for it. Gugu Meltdown is a three-day, art-fuelled, chaos-positive beach experience of unfiltered fun for joy-seeking adults. Created by The Hanging House, this is the beach party of your inner child’s wildest dreams. Expect water fights, oversized art, bubbles and even a rain dance designed for burnt out adults who are craving something real. Forget perfection, this is your invite to glitch the system and enjoy the mess.

This isn’t just a fever dream. The Hanging House has crafted Gugu based on an exploration of the science of play and how it fuels creativity, regulates our nervous systems, and makes us better humans. A wellness retreat disguised as a bubble-wrapped pile of inflatable madness, this is an experience dedicated to real connection and ridiculous fun. According to its creators, Gugu is what happens when you refuse to behave, blend in, or act your age. It’s a space built for adult mischief, creative chaos, and doing things because they feel good.

3. Universal Horror Unleashed

Universal Horror Unleashed, Las Vegas, US

Open now
Location: Las Vegas, US
Experience Sector: Immersive Entertainment, Themed Attractions

Universal Destinations & Experiences has launched its first-ever year-round, fully immersive horror attraction: Universal Horror Unleashed at Area15 in Las Vegas. Set in an abandoned warehouse, the experience features four haunted houses, terrifying themed areas with live entertainment, and chilling food and drinks. 

Themed areas include Kill Vault, where guests encounter murderous characters; Prop Graveyard, featuring creepyhaunted dolls and mannequins from film sets; Dead Storage, a spooky collection of relics and creatures like vampires and werewolves; and Jack’s Alley, a carnival-themed zone with sinister performers.

You can also get tied up in a story about vengeful scarecrows on a 1930s farmland, experience a revival of The Texas Chainsaw Massacre complete with iconic scenes and characters, and enjoy close encounters with classic horror figures like Dracula, The Mummy, and Frankenstein, before undertaking a chilling journey into demonic possession inspired by The Exorcist. Guests can enjoy horror-themed food and speciality cocktails across several areas and shop for themed merch, collectables, jewellery, and accessories.

2. The Queen’s Lost Diamonds

The Queen’s Lost Diamonds, Paris, France

Opens: Autumn 2025 
Location: Paris, France 
Experience Sector: Location-Based Entertainment  

Taking luxury immersive experiences to new heights is The Queen’s Lost Diamonds, which blurs the lines between fantasy and reality. Created by luxury travel agency Ariodante, known for its one-off cultural adventures, it’s an immersive, unscripted, three-day live-action cat and mouse game that takes place in the heart of Paris. It promises to be a world first in scale, complexity, and ambition. For the lucky few invited to play, it will offer a reality-bending experience built on a multi-dimensional, player-led structure with no set script and no fixed ending.

Every decision will shape each player’s trajectory. The plot traverses centuries, drawing from lesser-known threads of French history, while the narrative is rooted in real events and archival documents. There are more than 100 major structural scenes built into the experience, each adaptable in real time depending on how players arrive at them. Hundreds of actors, specialists, and real-world luminaries are involved, as are various luxury hotels. 

This is the first-ever live-action game to run for 72 hours without interruption. Players could be chased through a museum, interrogated at a military site, or summoned to a chapel never before open to the public. The starting price for The Queen’s Lost Diamonds is £473,000, but wealth alone won’t guarantee you entry. All applicants will have a video call with Ariodante’s founder, Ricardo Araujo, who will vet their suitability. Selection hinges on physical and mental agility, and whether the player is willing to dive deep into the unknown.

1. Marie Antoinette Style

Marie Antoinette Style, London, UK

Opens: 20 September 2025 
Location: London, UK
Experience Sector: Museums, Immersive Learning 

Speaking of queens, arguably the most stylish monarch ever to have walked the earth, France’s last Queen, Marie Antoinette, is getting her own retrospective at the V&A in London. Called Marie Antoinette Style, the show charts the fashion icon’s timeless appeal, unique sense of style, and notoriety. Exploring the lasting influence of the most fashionable queen in history, the show takes in over 250 years of design via fashion, film and art, and features250 objects including clothing and decorative arts, with some loaned from France’s Chateau De Versailles.

The exhibition will feature richly embellished fragments of court dress, the queen’s own silk slippers, and jewels from her private collection. There will also be a number of items which have never left France before, such as the queen’s dinner service from the Petit Trianon and items from her toilette case. The exhibition explores Marie Antoinette’s impact on style from her own time to the present day through audio visual installations and immersive content, including a scent experience that re-creates the smells of a masquerade ball at Versailles, the garden at the Petit Trianon, and her favourite perfume: a scent featuring orris root and rose. 

Look out for outfits by Dior, Chanel, Vivienne Westwood and Valentino, and costumes from Sofia Coppola‘s 2006 film starring Kirsten Dunst. “This is the design legacy of an early modern celebrity and the story of a woman whose power to fascinate has never ebbed. Marie Antoinette’s story has been re-told and re-purposed by each successive generation to suit its own ends,” said exhibition curator Sarah Grant. “The rare combination of glamour, spectacle and tragedy she presents remains as intoxicating today as it was in the 18^thcentury.”