Shopping Centers Today

SEP 2018

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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Page 15 of 59

T H E C O M M O N A R E A S P E C I A LT Y LE A S I N G D reamscape Immersive, a location- based virtual-reality startup, unveiled its debut immersive experience in March, at Westfield Cen- tury City, in Los Angeles. Alien Zoo, as the 12-minute attraction is called, was housed in a 1,200-square-foot space used only for temporary concepts that are rotated monthly. Culver City, Calif.–based Dream- scape Immersive, led by veterans of Disney and DreamWorks, offers untethered virtual-reality experiences that enable the participants to explore and interact with cinematic worlds. e concept is one of a handful of startups seeking to pull virtual reality out of the proverbial living room. Among the company's investors is AMC Entertainment Holdings, which has plans to open and operate about a half dozen Dreamscape Immersive virtual-reality centers in North America and the U.K. Alien Zoo, which the No Prosceni- um website describes as an interstellar Jurassic Park, combines the thrill of a theme-park attraction with cinematic storytelling, according to Dreamscape Immersive. e multiperson experience transports visitors on "an extrater- restrial journey" where they "witness first-hand the galaxy's most endangered species," according to No Proscenium. "One of the most important qual- ities of a Dreamscape experience is that it's a shared experience," Dream- scape Immersive CEO Bruce Vaughn told Los Angeles Confidential. "I learned from my 25 years as a Disney Imagineer that people want to con- sume their entertainment together. We are social creatures. We like to go out with friends and family and do amazing things together. Given all the options for entertainment these days, the experience has to be unique and mind blowing." n A virtual trip Dreamscape brings new worlds to shopping centers 16 S C T / S E P T E M B E R 2 0 1 8

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