Immersive art, neuroscience, AI and social bathing
are set to come together in a disruptive new spa
attraction concept from the co-founder of Meow Wolf.
Katie Barnes talks with the man behind the idea
Meow Wolf co-founder Corvas Brinkerhoff is behind the Submersive concept / Photo: Kate Russell
Imagine you’re lying in a warm saltwater pool, gently floating and gazing at astral projections, while listening to underwater sounds in sequence with the images. On top of this, every detail has been meticulously and scientifically developed to transport you into an elevated state of consciousness. And there isn’t just one room, there are 12. And each is designed to induce a different heightened emotion – whether that’s awe, wonder, euphoria, inspiration, connection or transcendence.
It sounds otherworldly and fantastical. But the concept is coming to market and is set to disrupt both the attractions and the wellness industries. Submersive is billed as the world’s first immersive art bathhouse. The 25,000sq ft facility is due to open in Austin, Texas in 2026 – but we can expect 11 more worldwide.
Submersive brings together elements of a traditional spa such as therapeutic thermal pools, steam and sauna rooms, waterfalls, grottos, floatation and – importantly – cooler options for multiple contrast bathing possibilities and amplifies them with thought-provoking art installations, AI technology, lighting, video and sound effects.
From attractions to spa Corvas Brinkerhoff, co-founder of Meow Wolf – the company behind mind-bending interactive art and entertainment installations across the US – is the creator of Submersive. Yet while he’s made a name for himself in the attractions industry, his passion for wellness has been bubbling under for the past 15 years.
“Early on in my career I had an obsession with creating immersive experiences,” he says. “I was always asking – what if artwork came off the walls and surrounded you? What if this world had a story behind it and people who inhabited it?
“But parallel to this, I had a deepening love for contrast therapy. It wasn’t popular at the time and the science behind it wasn’t well known, but I knew that every time I did it I felt amazing.”
In fact, his epiphany for Submersive even came in a bathhouse relaxation room, following a rigorous series of hot-cold circuits. “I had a flood of images pouring into my mind,” he recalls, “they were combinations of immersive art and bathing elements. It was wondrous and magical.”
Brinkerhoff put the notion on the back burner to concentrate on Meow Wolf but added to the cluster of ideas over the next decade and a half until he felt the time was right to make a move. “This is about me stepping into a sense of purpose in my lifetime,” he explains.
Over the last year, he gained further insight by visiting 17 bathhouses worldwide. In Japan, he was illuminated by the deep-rooted onsen culture and in western Europe, he was struck by the architecture and inventive bathing experiences. “It was almost like an embarrassment of riches because I received so much inspiration,” he declares.
State-change machine The blueprint for Submersive is based on 12 rooms that “each have a distinct and powerful combination of multisensory elements” around a main communal space, says Brinkerhoff. Hot and cold exposure, with its proven therapeutic benefits, underpins the journey and every aspect, from the varying pool temperatures, intensity of steam and sauna to lighting, sound and visuals, has been intentionally designed to get people feeling a certain way. “It’s essentially a massive state-change machine,” he says. “An art creation that you can literally submerge yourself into and that heals you.”
The first phase of development is scheduled for completion in 2026. After proof of concept, Brinkerhoff plans to double the size of the facility in 2028, adding more immersive environments and other amenities.
Initially, Submersive will be able to accommodate 80 people at a time, with capacity going up to 180 once fully complete. There will be a timed entry and a choice of three-hour, five-hour or full-day experiences. Price points, says Brinkerhoff, will start at US$60 (€55, £47) and the average ticket cost will sit at US$88 (€81, £69). The goal is to attract up to 200,000 visitors a year.
Integrating science and technology When it first opens, guests will get to choose their route around the bathhouse depending on how they feel or want to feel. But behind the scenes, Submersive is looking to create an AI-powered questionnaire that will be used to prescribe a recommended sequence.
It’s this integration of technology, along with its scientific approach, which makes the concept stand out. Firstly, Submersive is planning to use the principles from neuroaesthetics to inform its design and it’s partnering with the International Arts + Mind Lab at Johns Hopkins University for expert guidance. Neuroaesthetics is a field which studies how aesthetic elements, particularly visual arts, positively impact the brain. Biophilic architecture is one well-known area that Brinkerhoff and his team will be tapping into, but they’ll also consider how different images and the way they’re displayed play into the brain’s reward system.
Secondly – and possibly the most innovative aspect of its proposition – Submersive’s environments will actually be experiments in themselves. “Our goal is to amass the world’s deepest understanding of how multisensory experiences affect us on a physiological level,” says Brinkerhoff. Spearheaded by lead scientific advisor Beau Lotto, Submersive will periodically test the impact of its rooms on volunteers using wearables such as mobile EEG headsets and heart rate sensors. These findings will give valuable biofeedback data that Submersive will then integrate into its audiovisual systems and the design process.
“Each environment is designed to get guests into a different state so there’s an inherent hypothesis we’re testing,” explains Brinkerhoff, “to see how the efficacy of that room compares with our intended outcome. Then we’re also studying how all of these rooms affect people and how different sequences moving through them can affect them.”
He adds: “We could just create the world’s coolest bathhouse and make it really interesting, but the science uncovers a deep understanding of how these elements affect us and with that comes the ability to offer profoundly impactful experiences.”
Big ambitions The Submersive concept is the latest in a series of projects and ideas that see the worlds of attractions and spa overlapping.
“I think we’ll see a lot more people bringing together immersive and wellness experiences in the future,” says Brinkerhoff.
He shares that Submersive’s roadmap is to have 12 properties globally within the next 10 years. “We plan to start working on our second location soon after opening the first and have ambitions to grow quickly,” he says, stating that beyond the US, western Europe and Japan will be a priority.
“Underneath it all, this is about creating spaces that show us an elevated way of being, that illuminates a part of ourselves,” he concludes. “We want to bring that to as many people as possible. There’s so much power in having an experience that shows you what’s possible.”
Corvas Brinkerhoff
Photo: Kate Russell
Brinkerhoff co-founded arts and entertainment company Meow Wolf in 2008 with Sean Di Ianni, Matt King, Emily Montoya, Caity Kennedy, Benji Geary, and Vince Kadlubek. An artist, designer and technologist, Brinkerhoff took on the role of chief technology officer at Meow Wolf in 2014, before becoming executive creative director and then senior VP of experience design.
In May 2024, Brinkhoff announced he was leaving Meow Wolf in order to launch immersive art spa Submersive.
a new bathhouse concept that takes visitors “beyond relaxation into elevated states of consciousness including awe, wonder, inspiration, transcendence, euphoria, and hyper-presence”.
The first Submersive spa is set to open in Austin, Texas from 2026.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2024 issue 3
Multimedia: Sakchin Bessette
How did the team at Moment Factory go from designing visuals for raves to illuminating the Sagrada Familia and creating stage shows for Madonna? The co-founder shares the journey
Museums: Roll of honour
From the Rijksmuseum’s first family exhibition to a 4D experience that wows on a budget, we check out Museum + Heritage Award winners
Theme parks: Cecil Magpuri
Work has begun on the first Dragon Ball theme park, and it’s set to take theming to a whole new level, according to its designer
Museums: Rise up
Filled with colour, music, technology and storytelling, the John K Randle Center is a fitting celebration of Yoruban culture and history, says its architect Seun Oduwole
Experiences: Flight of fancy
Airbnb is diving into the world of immersive experiences with its new Icons initiative. What does this mean for attractions?
Immersive experience: Andrew McGuinness
As Layered Reality prepares to launch its highly-anticipated Elvis Experience, we speak to its CEO about the business of wowing visitors
Zoos: Making a difference
Visiting zoos and aquaria inspires people to act more sustainably, finds a study from the University of Sheffield and Chester Zoo
Tourism: Vertical reality
From energy-generating viewing pods to world-class art installations, a new generation of vertical attractions is shaking up the scene. Dr Terry Stevens investigates
The 12 rooms will each induce a different emotion / Photo: Lua Brice courtesy of Submersive
The 25,000sq ft space in Austin, Texas will feature 12 unique bathing rooms set around a main gathering space / Photo: Lua Brice courtesy of Submersive
/ Photo: Lua Brice courtesy of Submersive
/ Photo: Lua Brice courtesy of Submersive
/ Photo: Lua Brice courtesy of Submersive
Brinkerhoff helped create unique immersive experiences for Meow Wolf / Photo: Kate Russell courtesy of Meow Wolf
COMPANY PROFILES
Clip 'n Climb
Clip ‘n Climb currently offers facility owners and
investors more than 40 colourful and unique
Cha [more...]
Holovis
Holovis is a privately owned company
established in 2004 by CEO Stuart
Hetherington. [more...]
instantprint
We’re a Yorkshire-based online printer, founded
in 2009 by Adam Carnell and James Kinsella. [more...]
Simworx Ltd
The company was initially established
in 1997. Terry Monkton and Andrew
Roberts are the key stakeh [more...]
Immersive art, neuroscience, AI and social bathing
are set to come together in a disruptive new spa
attraction concept from the co-founder of Meow Wolf.
Katie Barnes talks with the man behind the idea
Meow Wolf co-founder Corvas Brinkerhoff is behind the Submersive concept / Photo: Kate Russell
Imagine you’re lying in a warm saltwater pool, gently floating and gazing at astral projections, while listening to underwater sounds in sequence with the images. On top of this, every detail has been meticulously and scientifically developed to transport you into an elevated state of consciousness. And there isn’t just one room, there are 12. And each is designed to induce a different heightened emotion – whether that’s awe, wonder, euphoria, inspiration, connection or transcendence.
It sounds otherworldly and fantastical. But the concept is coming to market and is set to disrupt both the attractions and the wellness industries. Submersive is billed as the world’s first immersive art bathhouse. The 25,000sq ft facility is due to open in Austin, Texas in 2026 – but we can expect 11 more worldwide.
Submersive brings together elements of a traditional spa such as therapeutic thermal pools, steam and sauna rooms, waterfalls, grottos, floatation and – importantly – cooler options for multiple contrast bathing possibilities and amplifies them with thought-provoking art installations, AI technology, lighting, video and sound effects.
From attractions to spa Corvas Brinkerhoff, co-founder of Meow Wolf – the company behind mind-bending interactive art and entertainment installations across the US – is the creator of Submersive. Yet while he’s made a name for himself in the attractions industry, his passion for wellness has been bubbling under for the past 15 years.
“Early on in my career I had an obsession with creating immersive experiences,” he says. “I was always asking – what if artwork came off the walls and surrounded you? What if this world had a story behind it and people who inhabited it?
“But parallel to this, I had a deepening love for contrast therapy. It wasn’t popular at the time and the science behind it wasn’t well known, but I knew that every time I did it I felt amazing.”
In fact, his epiphany for Submersive even came in a bathhouse relaxation room, following a rigorous series of hot-cold circuits. “I had a flood of images pouring into my mind,” he recalls, “they were combinations of immersive art and bathing elements. It was wondrous and magical.”
Brinkerhoff put the notion on the back burner to concentrate on Meow Wolf but added to the cluster of ideas over the next decade and a half until he felt the time was right to make a move. “This is about me stepping into a sense of purpose in my lifetime,” he explains.
Over the last year, he gained further insight by visiting 17 bathhouses worldwide. In Japan, he was illuminated by the deep-rooted onsen culture and in western Europe, he was struck by the architecture and inventive bathing experiences. “It was almost like an embarrassment of riches because I received so much inspiration,” he declares.
State-change machine The blueprint for Submersive is based on 12 rooms that “each have a distinct and powerful combination of multisensory elements” around a main communal space, says Brinkerhoff. Hot and cold exposure, with its proven therapeutic benefits, underpins the journey and every aspect, from the varying pool temperatures, intensity of steam and sauna to lighting, sound and visuals, has been intentionally designed to get people feeling a certain way. “It’s essentially a massive state-change machine,” he says. “An art creation that you can literally submerge yourself into and that heals you.”
The first phase of development is scheduled for completion in 2026. After proof of concept, Brinkerhoff plans to double the size of the facility in 2028, adding more immersive environments and other amenities.
Initially, Submersive will be able to accommodate 80 people at a time, with capacity going up to 180 once fully complete. There will be a timed entry and a choice of three-hour, five-hour or full-day experiences. Price points, says Brinkerhoff, will start at US$60 (€55, £47) and the average ticket cost will sit at US$88 (€81, £69). The goal is to attract up to 200,000 visitors a year.
Integrating science and technology When it first opens, guests will get to choose their route around the bathhouse depending on how they feel or want to feel. But behind the scenes, Submersive is looking to create an AI-powered questionnaire that will be used to prescribe a recommended sequence.
It’s this integration of technology, along with its scientific approach, which makes the concept stand out. Firstly, Submersive is planning to use the principles from neuroaesthetics to inform its design and it’s partnering with the International Arts + Mind Lab at Johns Hopkins University for expert guidance. Neuroaesthetics is a field which studies how aesthetic elements, particularly visual arts, positively impact the brain. Biophilic architecture is one well-known area that Brinkerhoff and his team will be tapping into, but they’ll also consider how different images and the way they’re displayed play into the brain’s reward system.
Secondly – and possibly the most innovative aspect of its proposition – Submersive’s environments will actually be experiments in themselves. “Our goal is to amass the world’s deepest understanding of how multisensory experiences affect us on a physiological level,” says Brinkerhoff. Spearheaded by lead scientific advisor Beau Lotto, Submersive will periodically test the impact of its rooms on volunteers using wearables such as mobile EEG headsets and heart rate sensors. These findings will give valuable biofeedback data that Submersive will then integrate into its audiovisual systems and the design process.
“Each environment is designed to get guests into a different state so there’s an inherent hypothesis we’re testing,” explains Brinkerhoff, “to see how the efficacy of that room compares with our intended outcome. Then we’re also studying how all of these rooms affect people and how different sequences moving through them can affect them.”
He adds: “We could just create the world’s coolest bathhouse and make it really interesting, but the science uncovers a deep understanding of how these elements affect us and with that comes the ability to offer profoundly impactful experiences.”
Big ambitions The Submersive concept is the latest in a series of projects and ideas that see the worlds of attractions and spa overlapping.
“I think we’ll see a lot more people bringing together immersive and wellness experiences in the future,” says Brinkerhoff.
He shares that Submersive’s roadmap is to have 12 properties globally within the next 10 years. “We plan to start working on our second location soon after opening the first and have ambitions to grow quickly,” he says, stating that beyond the US, western Europe and Japan will be a priority.
“Underneath it all, this is about creating spaces that show us an elevated way of being, that illuminates a part of ourselves,” he concludes. “We want to bring that to as many people as possible. There’s so much power in having an experience that shows you what’s possible.”
Corvas Brinkerhoff
Photo: Kate Russell
Brinkerhoff co-founded arts and entertainment company Meow Wolf in 2008 with Sean Di Ianni, Matt King, Emily Montoya, Caity Kennedy, Benji Geary, and Vince Kadlubek. An artist, designer and technologist, Brinkerhoff took on the role of chief technology officer at Meow Wolf in 2014, before becoming executive creative director and then senior VP of experience design.
In May 2024, Brinkhoff announced he was leaving Meow Wolf in order to launch immersive art spa Submersive.
a new bathhouse concept that takes visitors “beyond relaxation into elevated states of consciousness including awe, wonder, inspiration, transcendence, euphoria, and hyper-presence”.
The first Submersive spa is set to open in Austin, Texas from 2026.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2024 issue 3
Multimedia: Sakchin Bessette
How did the team at Moment Factory go from designing visuals for raves to illuminating the Sagrada Familia and creating stage shows for Madonna? The co-founder shares the journey
Museums: Roll of honour
From the Rijksmuseum’s first family exhibition to a 4D experience that wows on a budget, we check out Museum + Heritage Award winners
Theme parks: Cecil Magpuri
Work has begun on the first Dragon Ball theme park, and it’s set to take theming to a whole new level, according to its designer
Museums: Rise up
Filled with colour, music, technology and storytelling, the John K Randle Center is a fitting celebration of Yoruban culture and history, says its architect Seun Oduwole
Experiences: Flight of fancy
Airbnb is diving into the world of immersive experiences with its new Icons initiative. What does this mean for attractions?
Immersive experience: Andrew McGuinness
As Layered Reality prepares to launch its highly-anticipated Elvis Experience, we speak to its CEO about the business of wowing visitors
Zoos: Making a difference
Visiting zoos and aquaria inspires people to act more sustainably, finds a study from the University of Sheffield and Chester Zoo
Tourism: Vertical reality
From energy-generating viewing pods to world-class art installations, a new generation of vertical attractions is shaking up the scene. Dr Terry Stevens investigates
The 12 rooms will each induce a different emotion / Photo: Lua Brice courtesy of Submersive
The 25,000sq ft space in Austin, Texas will feature 12 unique bathing rooms set around a main gathering space / Photo: Lua Brice courtesy of Submersive
/ Photo: Lua Brice courtesy of Submersive
/ Photo: Lua Brice courtesy of Submersive
/ Photo: Lua Brice courtesy of Submersive
Brinkerhoff helped create unique immersive experiences for Meow Wolf / Photo: Kate Russell courtesy of Meow Wolf
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
+ More news
COMPANY PROFILES
Clip 'n Climb Clip ‘n Climb currently offers facility owners and
investors more than 40 colourful and unique
Cha [more...]
Holovis Holovis is a privately owned company
established in 2004 by CEO Stuart
Hetherington. [more...]
instantprint We’re a Yorkshire-based online printer, founded
in 2009 by Adam Carnell and James Kinsella. [more...]
Simworx Ltd The company was initially established
in 1997. Terry Monkton and Andrew
Roberts are the key stakeh [more...]
