Immersive experiences add magic to underutilized city real estate.
Following Vegas' lead, NYC brands, resorts and arts organizations are transforming spaces into unique experiences.Deals on office space lure big companies back into NYC’s best towersThe Sphere in Las Vegas is now the hottest ticket in town. It costs $169 to “experience” the giant dome — sometimes a massive smiley face, other times a concert venue for the likes of U2.
This is the first event created by We Are Smile Studio, a collaboration between Vance Garrett, a director behind the Museum of Ice Cream, and Arielle Tepper, a six-time Tony Award-winning Broadway producer.“We really want to create experiences that are grand and transformational,” Tepper explained. CBRE retail broker Matthew Chmielecki furthered the point, “Tenants are always thinking of ways to create an experience to get bodies through the door and, once in, to keep them there.
To launch a fragrance, Chanel rebranded a diner at 225 Wythe Ave. in Williamsburg as the Lucky Chance Diner where both refreshments like pink milkshakes and lipstick were on the menu of the 1950s throwback. Those passing by on the sidewalks or checking out the Aston Martins can be separated from an inner sanctum where the buyer can interact with specialists in the British factory and create a bespoke design.Aston Martin has a new showroom at 450 Park Ave., but it’s not there to sell cars — it’s about experiencing the brand.
NBC’s Peacock took over the lower Manhattan building whose curved façade is the movies’ Cosmopolitan Hotel where assassins like John Wick can safely gather and not kill each other. Luxury brands have long teamed up with hotels including Armani, Gucci, Versace, Oscar de la Renta, Bulgari, Ralph Lauren and even Renovation Hardware in the Meatpacking District. Now, Louis Vuitton is redoing a hotel in Paris.“It will be remarkable, and you can spend an entire weekend in the LV world,” said Le Goff.Some hotels are more branded and immersive than others.
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