Illuminarium Experiences
Illuminarium Experiences operates multi-sensory immersive entertainment venues in three North American cities, using 360-degree projection, spatial audio, and haptic floors to deliver rotating themed cinematic experiences to consumer, corporate, school, and private event audiences.
- Company typePrivate
- Founded2019
- HeadquartersAtlanta, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Illuminarium Experiences does
Illuminarium Experiences is a privately held digital entertainment company founded in 2019 and headquartered in Atlanta, operating large-format immersive entertainment venues in three North American cities (Atlanta, Las Vegas, Toronto). Its core product is multi-sensory 360-degree cinematic experiences that use high-volume spatial audio, haptic floor vibration, and interactive radar/lidar-enabled floor projections to transport guests into themed environments without wearable hardware. Rotating show programming includes the Wild (African Lion), Moon Surface, Winterland, Rolling Stone Presents: Amplified, Mythos, Lite-Brite: Worlds of Wonder, Japanese Night Market, Parisian Flower Garden, and Luminous Oceanic Reef spectacles, with each venue operating a first room accommodating approximately 75 guests under 22-foot ceilings and a second larger open space, supporting roughly 90-minute visit durations.
The company monetizes primarily through timed-entry admission tickets (adult combo $39.50, kids $29.50 for ages 9 and under), private and corporate event rentals, group sales with up to 15% discounts for parties of 10+, all-inclusive birthday party packages, and on-site food and beverage plus retail. Distribution is omnichannel: direct online ticketing, on-site box offices, dedicated group and private-event sales teams, bundled partnerships such as the Toronto Distillery Winter Village combo, and earned media amplification through coverage in Rolling Stone, USA Today, and Las Vegas Review-Journal. The platform is certified Sensory Inclusive by KultureCity and compliant with ADA, AODA, and applicable state smoke-free statutes, positioning it for accessibility-led differentiation in the experiential entertainment category.
The company is structured as Illuminarium Intermediate (Cayman), LLC and has raised approximately $104 million across two 2021 rounds, including $100 million from Eldridge Industries. As of the available data, the Las Vegas venue is closed and being reimagined for a late-2026 reopening, the Atlanta venue has no shows currently scheduled, and the Toronto Distillery District venue is the primary active revenue-generating location. Founded and led by Alan Greenberg as Founder and CEO, the company operates with 11-50 employees across its three-market footprint.
Illuminarium Experiences firmographics
Firmographics- Name
- Illuminarium Experiences
- Legal name
- Illuminarium Intermediate (Cayman), LLC
- Website
- https://illuminarium.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Illuminarium Experiences operates multi-sensory immersive entertainment venues in three North American cities, using 360-degree projection, spatial audio, and haptic floors to deliver rotating themed cinematic experiences to consumer, corporate, school, and private event audiences.
- Ownership category
- akta.pro rank
Illuminarium Experiences industry classification
Industry- Product category
- Immersive Entertainment Venues
- NAICS
- Amusement Parks and Arcades (7131), Motion Picture and Video Exhibition (51213), Performing Arts, Spectator Sports, and Related Industries (711)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Motion Picture Theaters (7830)
- akta.pro primary industry
- VR & Immersive Esports/LBE Venues (VR Arenas, Sim Racing Pods) (MPAFALAE)
- akta.pro secondary industry
- Virtual Theater, Comedy & Performing Arts (Digital Performances) (MPAGAOAF)
Keywords
Where Illuminarium Experiences is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Illuminarium Experiences business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Admission Tickets: Primary revenue stream from timed-entry tickets to immersive experiences. Adult Combo Tickets priced at $39.50, Kids Combo Tickets (9 and under) at $29.50 in Toronto. Tickets required for ages 3 and older.
- Private Event Rentals: Revenue from hosting corporate events, happy hours, conferences, galas, holiday parties, product launches, and brand activations in the venue's immersive spaces.
- Group Sales: Discounted group tickets for schools, tour groups, and corporate outings with up to 15% savings for groups over 10+. Complimentary tickets included with certain group packages.
- Birthday Party Packages: All-inclusive birthday party packages including entry for 10 people, reserved party space, custom digital invites, free entry for birthday child, and digital welcome signage.
- Food and Beverage: Café and patio food service including specialty cocktails and small bites for happy hour events. Outside food and drinks not permitted; exemptions for guests with food allergies.
- Retail/Merchandise: Illuminarium Shop offering specialty items and souvenirs to commemorate visits. Retail area accessible after shows.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Adult Combo Ticket - $39.50 |
| Unit Pricing | Pay-as-you-go | Kids Combo Ticket (9 and under) - $29.50 |
| Unit Pricing | Pay-as-you-go | Group Discount - Up to 15% off |
| Unit Pricing | Pay-as-you-go | Birthday Party Package - Contact for pricing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Illuminarium Experiences product offering
Product offeringCore offering
Illuminarium Experiences operates permanent immersive entertainment venues where guests attend timed-entry 360-degree cinematic shows that use wall-and-floor projection, spatial audio, and haptic floor effects to simulate environments such as the moon surface, African savanna, oceanic reefs, and branded music experiences. Revenue is generated through ticket sales, private venue rentals, group bookings, school field trips, birthday party packages, on-site food and beverage, and retail merchandise. The technology is delivered environmentally with no wearable hardware required by guests.
Product overview
Illuminarium Experiences operates a multi-location immersive entertainment platform offering 360-degree cinematic experiences that transport visitors to extraordinary environments through advanced projection, audio, and haptic technology. The core product consists of immersive experiences featuring rotating themed shows including Wild/African Lion, Moon Surface, Japanese Night Market, Winterland, and Rolling Stone Presents: Amplified. The company operates permanent venues in Atlanta and Toronto, with Las Vegas currently reimagining its space for late 2026 reopening. Services include general admission immersive experiences, private event hosting for corporate functions and celebrations, and school group programs with educational STEAM components. Ticket offerings include Adult Combo Tickets ($39.50) and Kids Combo Tickets ($29.50 for ages 9 and under), with group discounts up to 15%.
Differentiator
Problem solved
Functional benefit
Companies that use Illuminarium Experiences
Customer profileSegments6 records
Ideal customer profiles5 records
Illuminarium Experiences technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Illuminarium Experiences partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Illuminarium Experiences competitors and assessment
Company assessmentDirect peers
- Wonderspaces: Wonderspaces operates rotating immersive art exhibitions in Austin, Philadelphia, and San Diego featuring interactive installations. Comparable as a multi-venue operator of ticketed immersive experiences with rotating content programming.
- Sandbox VR: Sandbox VR operates location-based virtual reality entertainment venues in multiple cities offering group VR experiences. Comparable as a multi-venue operator of VR/immersive entertainment experiences, though their experiences are headset-based rather than environmental projection.
- Meow Wolf: Meow Wolf operates permanent immersive art installations in multiple U.S. cities (Santa Fe, Las Vegas, Denver, Grapevine, Houston) with walk-through themed environments. Directly comparable as a multi-venue operator of immersive experiential entertainment with rotating art installations and group/private event capabilities.
- teamLab: teamLab creates large-scale immersive digital art exhibitions installed in permanent venues and touring shows globally. Comparable in using projection mapping and interactive technology to create walk-through immersive environments, though typically more art-focused than entertainment-focused.
- AREA15: AREA15 is an immersive entertainment complex in Las Vegas housing multiple experiential tenants including retail, art installations, and event spaces. Directly comparable as Las Vegas-based immersive entertainment destination; Illuminarium Las Vegas is explicitly described as located near AREA15.
- Two Bit Circus: Two Bit Circus operates micro-amusement parks combining immersive attractions, VR experiences, and interactive games. Comparable as an operator of multi-attraction immersive entertainment venues with proprietary technology and event hosting capabilities.
- Van Gogh: The Immersive Experience: Van Gogh: The Immersive Experience operates ticketed immersive art exhibitions in multiple cities worldwide featuring 360° projections of paintings. Comparable as a multi-city operator of projection-based immersive art experiences with similar ticket pricing and target audiences.
Broad incumbents
- MSG Sphere: MSG Sphere in Las Vegas is a $2.3B+ immersive entertainment venue featuring wraparound LED screens, haptic seats, and atmospheric effects. Comparable as a destination-scale immersive entertainment venue using advanced projection/audio technology, though much larger and more capital-intensive than Illuminarium.
- Cirque du Soleil: Cirque du Soleil produces large-scale theatrical entertainment spectacles combining performance, music, and visual effects. Comparable in producing immersive entertainment spectacles that blend technology with theatrical storytelling, though operating at much larger scale with touring shows.
- Disney Parks (Walt Disney Company): Disney Parks operates destination theme parks featuring immersive themed lands, attractions, and experiences using advanced projection and audio technology. Comparable as the dominant operator of immersive themed entertainment experiences, though at vastly larger scale and with proprietary IP.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Illuminarium Experiences social profiles
Digital presenceIlluminarium Experiences financial estimates
Financial estimateRevenue estimate
Valuation estimate
Illuminarium Experiences leadership team
Management profileNumber of profiles
Profiles1 record
Illuminarium Experiences funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Illuminarium Experiences M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Illuminarium Experiences
What does Illuminarium Experiences do?
Illuminarium Experiences operates permanent immersive entertainment venues where guests attend timed-entry 360-degree cinematic shows that use wall-and-floor projection, spatial audio, and haptic floor effects to simulate environments such as the moon surface, African savanna, oceanic reefs, and branded music experiences. Revenue is generated through ticket sales, private venue rentals, group bookings, school field trips, birthday party packages, on-site food and beverage, and retail merchandise. The technology is delivered environmentally with no wearable hardware required by guests.
Is Illuminarium Experiences a public or private company?
Illuminarium Experiences is a private company. It is classified as venture growth investor backed and is currently operating.
When was Illuminarium Experiences founded?
Illuminarium Experiences was founded in 2019. It employs 11 to 50 people.
Where is Illuminarium Experiences based?
Illuminarium Experiences is headquartered in Atlanta, United States, in the North America region.
How does Illuminarium Experiences make money?
Six revenue lines are on record. Admission Tickets are the primary driver. The others are private Event Rentals, group Sales, birthday Party Packages, food and Beverage and retail/Merchandise.
Who are Illuminarium Experiences's main competitors?
Direct peers on record are Wonderspaces, Sandbox VR, Meow Wolf, teamLab, AREA15, Two Bit Circus and Van Gogh: The Immersive Experience. Broad incumbents are MSG Sphere, Cirque du Soleil and Disney Parks (Walt Disney Company).
Does Illuminarium Experiences have an API?
No public API is recorded for Illuminarium Experiences.
What industry is Illuminarium Experiences in?
Illuminarium Experiences's product category is Immersive Entertainment Venues. Its primary akta.pro industry code is MPAFALAE, VR & Immersive Esports/LBE Venues (VR Arenas, Sim Racing Pods), with a secondary code of MPAGAOAF, Virtual Theater, Comedy & Performing Arts (Digital Performances). Its NAICS code is 7131 and its SIC code is 7900.