Project Overview AREA15 is the world’s first purpose-built experiential art and entertainment district. Located just minutes from the Las Vegas Strip, this 200,000-square-foot "bunker" was designed to be a radical re-imagining of retail—a 21st-century immersive bazaar where the boundaries between the virtual and the physical completely dissolve.

The Challenge

The primary goal was to create a destination that could compete with the "glitz and glimm" of the Las Vegas Strip by offering something that didn't exist anywhere else on earth. We needed to build a flexible, scalable "content box" capable of housing diverse tenants—from the surreal grocery store of Meow Wolf's Omega Mart to high-tech simulators like Birdly.

The Strategic Solution

The Spine At the heart of the facility is "The Spine," a 300-foot-long corridor that serves as the literal and figurative backbone of the guest experience.

  • Spatial Storytelling: The Spine is lit with blacklights and neon, creating a sci-fi atmosphere that prepares guests for the "otherworldly" experiences within the tenant spaces.

  • Technological Integration: We integrated a 360-degree projection-mapped skull and the "Oddwood" bar, which features a 23-foot Japanese maple tree built with thousands of programmable LED lights.

  • The Particle Quest: To ensure the entire 40-acre campus felt cohesive, we developed "Particle Quest," an AR scavenger hunt that allows guests to uncover a hidden backstory through a custom app.

The Outcome

Since its opening in 2020, AREA15 has welcomed millions of visitors and hosted dozens of live "massives" and corporate events. It has been recognized as the #1 Immersive Art Experience in America, proving that a "zaney, wacked out idea" can become a commercially successful global benchmark for the future of the experience economy.

🔍 FOUNDING CREATIVE 
concept development, branding, interior design, design direction, UX + UI design, project management, experiential design

📍 Las Vegas, NV

📍Riyadh, Saudi Arabia

📍Orlando, FL (concept)

Nighttime aerial view of a brightly lit entertainment complex with colorful neon lights, rides, and attractions, situated along highways in an urban area with city lights in the distance.
Night view of a modern building with bright blue lighting, featuring large murals of astronauts holding flags with the text 'ARENA 15', illuminated red triangular structure in the center, and a chevron pattern on the ground leading into the area.
Futuristic sci-fi themed underground passage with neon lighting and digital displays, leading to a DJ booth at AREAL15.
A modern black building with large white text reading 'ARENA15' and geometric design elements, set against a vibrant sunset sky with scattered clouds and a paved foreground.
A futuristic indoor space with blue lighting, large structural beams, potted plants, a fountain, and seating areas.
Entrance to axe throwing arena called 'Dueling Axes' with a wooden wall and illuminated signs.
Interior of an arcade with vibrant purple and blue neon lights, featuring a large skull sculpture on a display pedestal, a glass-enclosed area with people inside, and colorful artwork on the walls.
Night view of a modern building called AREA15 with a tall, illuminated, lattice-like tower and colorful light displays.
Indoor space with a large, colorful, illuminated tent-like structure with pink and purple lighting. Surrounding the structure are various decorations, including a pink laser tree, various lights, and artwork on the walls, creating a vibrant, futurist
Futuristic indoor room with vibrant, colorful forest scenery projected on walls, featuring aquatic and plant-like sculptures, seating, and a stage.
Crowd of people dancing and enjoying a concert or nightclub with a large illuminated artificial tree and colorful lights.
Front of a modern building with metallic panels, red neon lighting, and the number 45 above the entrance, taken at night under a clear dark sky.
Underground parking garage with pillars marked for valet, drop-off, and exit. The parking lot has colorful graffiti art on the walls and blue and white painted parking spots with red lighting beneath the garage ceiling.
Colorful animal sculptures displayed on a wall at an outdoor location with cactus plants in front and a blue sky above.
An outdoor exhibition area featuring a large replica of a commercial airplane mounted on a platform, surrounded by murals and artwork on the buildings, with a clear blue sky overhead.
Colorful indoor scene with a large, illuminated tree in the center, surrounded by tables, chairs, and people, with vibrant wall art and lighting.