The next generation of destinations will come from existing physical spaces turned into platforms for digital, cultural and interactive experiences.
At Ripley’s Aquarium in Tennessee, visitors wearing Apple Vision Pro headsets see dinosaurs, volcanoes and meteor showers appear around the existing penguin habitat.
Barcelona’s Sagrada Família recently partnered with TikTok to livestream the unveiling of its final tower, combining a physical landmark with exclusive digital access for millions of viewers around the world.
Meanwhile, Pokémon GO and LEGO are turning stores into gameplay. Players unlock exclusive challenges, collectibles and rewards only by visiting participating LEGO locations, transforming retail space into part of the game itself.
The Opportunity?
For the next experience, ask what layer to add.