“What should we do with the kids this weekend?”
It’s a simple question that can turn into a surprisingly long family meeting. Immersive experiences are giving families some interesting new answers: step inside a work of art, explore an interactive exhibit, or travel to another world through virtual reality. No roller coaster required.
Art installations, immersive exhibits, and virtual reality attractions offer a chance to get out of the house and experience something together. Kids can explore. Adults can rediscover a little curiosity. And everyone might leave with something to talk about beyond what’s for dinner.
The industry is expanding alongside those possibilities. Exhibition Hub reported nearly 80 openings worldwide in 2025, including new concepts, returning exhibitions, and launches in new countries. Exhibition Hub’s year in review
Big Ideas Need the Right Space
Behind every imaginative experience is a very real building.
A room filled with immersive projections still needs accessible routes and clear exits. A virtual reality adventure needs a layout that works for actual people. And an ambitious opening date needs an approval plan to match.
Existing retail spaces and other commercial venues can offer exciting possibilities for these attractions. Early feasibility studies help determine whether a space can accommodate the concept, what improvements may be needed, and which approvals could shape the schedule.
Cities Are Making Room for New Experiences
As entertainment evolves, cities are updating how these businesses fit into their neighborhoods. New York City’s 2024 City of Yes for Economic Opportunity changes expanded opportunities for experiential businesses, including virtual reality arcades and family entertainment. NYC’s adopted changes
The details still matter. Depending on the location and activities, a project may require coordination with building and planning departments, fire departments, health departments, and other agencies. Visitor capacity, accessibility, fire safety, and food service can all affect the approval process.
The experience might transport guests to another universe. The permits still come from this one.
From Big Ideas to Opening Day
SWA Architecture specializes in architectural design, feasibility studies, expediting, and permitting for art exhibits, immersive experiences, and virtual reality attractions nationwide.
Our experience includes work with Exhibition Hub, Merlin Entertainments, and Madame Tussauds, as well as experiences such as Bubble Planet. Behind every imaginative concept is a team balancing a venue, a budget, an opening date, and plenty of moving parts. We help bring those pieces together.
We enjoy a project that makes people ask, “You’re putting what in that space?” From evaluating potential venues to developing architectural plans and coordinating with building departments, fire departments, and other agencies, we help figure out what it takes to make it work.
Whether you’re planning your first location or expanding into your next city, we help you understand what’s possible, what needs attention, and what comes next.
You bring the imagination. We’ll help make room for it.
Let’s talk about your next experience.