Merlin Entertainments brings immersive awe to shopping malls

Global entertainment company Merlin is launching two immersive attractions that tap into consumers' growing hunger for awe-inspiring experiences. WONDRA, opening September 5th at Chicago's Woodfield Mall, transforms an 11,500-square-foot space into a nature-infused journey where visitors can create personalized clouds and bring meadows to life through voice interaction. Meanwhile, Super Neon will debut September 12th at Minneapolis's Mall of America, offering a neon wonderland designed to elevate moods through interactive light installations.

The attractions represent a significant shift for Merlin, which compressed its typical development timeline from years to under 12 months, allowing the company to capitalize on emerging trends. Creative Lead Liz Cummings notes that WONDRA responds to people's craving for more nature in their lives, while Super Neon leverages the proven mood-boosting effects of immersive lighting. The partnership with live-entertainment platform Fever marks Merlin's strategic move into mall-based entertainment, positioning these experiences as accessible alternatives to traditional theme park visits.

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As daily life becomes increasingly digitized and urbanized, people are actively seeking experiences that reconnect them with wonder and transcendence. Research shows that awe — characterized by feelings of vastness and beauty — can reduce stress, combat loneliness and foster a sense of belonging to something greater than oneself.

That yearning for awe (and perhaps for a lush backdrop for social media content) is fertile ground for immersive installations like WONDRA and Super Neon, which lean beyond entertainment into an accessible form of therapy. If cultivating awe is like a psychological reset button, how could your brand offer consumers a restorative moment of transcendence?