Home Atlanta News Doraville facility to bring more “Immersive Experiences” to Atlanta in September

Doraville facility to bring more “Immersive Experiences” to Atlanta in September

by Atlanta Business Journal

The company whose Van Gogh: The Immersive Experience digital art attraction drew 425,000 people over seven months to Kirkwood’s Pullman Yards in 2021 is planning more immersions for Atlanta. A lot more.

Exhibition Hub is announcing on Thursday morning that it is opening the 50,000-square-foot Immersive Arts Center in Doraville, near where I-85 and I-285 intersect.

The center’s first attraction, opening on a September date to be announced, will be Claude Monet: The Immersive Experience. But plans call for multiple shows to be presented simultaneously at this more long-term facility, with the return of Van Gogh: The Immersive Experience expected in the mix early.

On a five-acre site with 250-plus parking spaces at 5660 Buford Highway, the Immersive Arts Center will command a building that formerly housed Atlanta Eagles Sports Center. With this “larger canvas,” as a media announcement describes the facility, Exhibition Hub expects to present indoor and outdoor experiences.

Monet: The Immersive Experience  has played to audiences in Barcelona, Brussels and Turin and had a recent test run in Los Angeles. It will showcase more than 300 of the French Impressionist’s paintings and sketches via video mapping technology and 360-degree digital projections as well as a virtual reality experience zeroing in on eight iconic works.

A waitlist to purchase tickets opens online at noon today. The ticketing site describes the experience as “a 20,000-square-foot light and sound spectacular featuring two-story projections.”

“The Starry Night” received star treatment in “Van Gogh: The Immersive Experience” in 2021. Projections of his paintings blanketed the 40-foot-tall walls and the floor at Pullman Yards. (Photo by Mary Pousner)

“Our long-term agreement further solidifies Atlanta as one of our flagship cities,” Mario Iacampo, CEO of Exhibition Hub, said in the announcement. “Atlanta will be among the first in the country to enjoy our award-winning content.”

Atlanta becomes the 13th U.S. market where Exhibition Hub is operating Immersive Arts Centers. The others are Seattle; Sacramento, California; Cincinnati; Miami; Schenectady, New York; Raleigh, North Carolina; Philadelphia; Los Angeles; Houston; Washington; New Orleans; and Grand Rapids, Michigan.

“The region has welcomed us with more than open arms,” Atlanta-based Exhibition Hub Executive Producer John Zaller said, “and we look forward to bringing cutting-edge entertainment here for years to come.”

Exhibition Hub will present its own immersive programming as well as content from outside presenters. Its presentations will be in partnership with Fever, an online entertainment platform.

The competition among presenters of immersive experiences is intense, sometimes causing two or more dueling shows on famous deceased artists to fight for crowds at the same time in the same city. But Exhibition Hub is one of the more active in the immersive entertainment business, mounting more than 30 shows worldwide over the past year.

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