February 6, 2020 – North American immersive mixed reality experience center, VR World, has recently announced the grand opening of its new flagship location in the heart of Manhattan, New York. The three-floor, 12,000 square-foot hotspot in Midtown Manhattan follows the success of the company’s first location, which opened in 2017, inviting visitors to discover dozens of immersive art, music, film and gaming mixed reality activations, all under one roof.
Located at 8 E 34th Street, the venue showcases a wide range of immersive experiences for visitors, and provides a space where guests can socialize and enjoy specialty cocktails, interactive media installations, and mixed reality fun.
Leo Tsimmer, CEO of VR World, commented: “Whether an art fan, a compassionate film goer, a gamer or just someone looking to have a good time, VR World sets you on a rollercoaster of emotions melding seemingly incompatible genres and subjects into one never-ending adventure.” Tsimmer added, “We are building the future of entertainment, humanizing technology in ways that bring us closer together in real time and space.”
Designed by Mark Foster Gage of the award-winning MFGA Architects, the space features a 30-foot tall futuristic, abstract sculpture named Hypercube, which features a giant projection created by design studio The Endless Co. The Hypercube transforms the venue’s center staircase and comes with software that allows digital artists to showcase their creations.
Beyond games and art, the space will feature a custom sinuous bar and lounge serving as a nightlife destination that will include regular nightlife programming, DJ sets, and club events. The main and basement club levels will be lined with popular VR content and activations, along with a full bar, while a mezzanine offers lounge seating for more intimate socializing over mixed reality film, art and interactive installations.
As a cornerstone of the company’s vision, VR World states that its flagship location is designed as a template for expansion to other major urban markets over the next year. WIth the company hoping to set the tone as a pioneer in the mixed reality entertainment industry, VR World will also continue its educational program for students and will be hosting industry panels, creative meetups and cultural events that will bring together those across the NYC arts, tech and entertainment communities. VR World fills the gap between commercial VR headset use and its full range of creative capabilities.
VR World is located 8 E 34th Street. Admission for two-hours is USD $44 and an all-day pass USD $64, available on the company’s website or at the door.
Image credit: VR World/Instagram
About the author
Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past seven years.