Brinkerhoff straddles spa and attractions with his new venture / image: kate russell courtesy of submersive
Over the past few years, our team has been seeing an increasing number of projects that straddle the attractions and spa industries in our reporting for Spa Business magazine – sister title to Attractions Management (www.spabusiness.com).
The technologies used in visitor attractions have huge potential to heighten the spa experience, while the rapid growth of the spa industry and growing interest in wellness means it makes sense for attractions to get in on the act.
On page 68, we interview Meow Wolf co-founder Corvas Brinkerhoff, who recently announced his departure from the experiential art company to create his own immersive spa experience.
Brinkerhoff plans to use his background in creating mind-bending exhibits to design spa experiences that not only entertain guests, but also deliver lasting benefits to their quality of life.
This disruptive project – called Submersive – is set to open in Austin, Texas in 2026, bringing together elements of a traditional spa with AI technology, video projection, immersive art installations, lasers and other sound and light effects.
“It’s essentially a massive ‘state-change’ machine,” says Brinkerhoff. “An art creation that you can literally submerge yourself into and that heals you.”
The Therme Group has been in on the act for a while now too, with its waterpark/spa hybrid projects that combine water-based activities with wellbeing treatments, art, nature and technology.
Canadian studio Moment Factory recently designed a unique new digital aquatic experience as part of French theme park Futuroscope’s new waterpark (see our interview with CEO Sakchin Bessette on p28).
The Louvre and the Tate Modern have hosted yoga classes, while the Area15 entertainment space in Las Vegas offers a wellness programme in a music-filled space wrapped with immersive 360 degree projection-mapped visuals.
There are also Japan’s onsen ‘theme parks’, and art collective teamLab’s work that brings together art and sauna in innovative ways. And it’s still just a concept, but many will appreciate Jellyfish Studio’s hybrid rage room and spa experience, designed to help women get over bad breakups.
The spa and the attractions industries are both filled with creativity and innovation. In the space that lies between them is a world of possibilities.
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
Brinkerhoff straddles spa and attractions with his new venture / image: kate russell courtesy of submersive
Over the past few years, our team has been seeing an increasing number of projects that straddle the attractions and spa industries in our reporting for Spa Business magazine – sister title to Attractions Management (www.spabusiness.com).
The technologies used in visitor attractions have huge potential to heighten the spa experience, while the rapid growth of the spa industry and growing interest in wellness means it makes sense for attractions to get in on the act.
On page 68, we interview Meow Wolf co-founder Corvas Brinkerhoff, who recently announced his departure from the experiential art company to create his own immersive spa experience.
Brinkerhoff plans to use his background in creating mind-bending exhibits to design spa experiences that not only entertain guests, but also deliver lasting benefits to their quality of life.
This disruptive project – called Submersive – is set to open in Austin, Texas in 2026, bringing together elements of a traditional spa with AI technology, video projection, immersive art installations, lasers and other sound and light effects.
“It’s essentially a massive ‘state-change’ machine,” says Brinkerhoff. “An art creation that you can literally submerge yourself into and that heals you.”
The Therme Group has been in on the act for a while now too, with its waterpark/spa hybrid projects that combine water-based activities with wellbeing treatments, art, nature and technology.
Canadian studio Moment Factory recently designed a unique new digital aquatic experience as part of French theme park Futuroscope’s new waterpark (see our interview with CEO Sakchin Bessette on p28).
The Louvre and the Tate Modern have hosted yoga classes, while the Area15 entertainment space in Las Vegas offers a wellness programme in a music-filled space wrapped with immersive 360 degree projection-mapped visuals.
There are also Japan’s onsen ‘theme parks’, and art collective teamLab’s work that brings together art and sauna in innovative ways. And it’s still just a concept, but many will appreciate Jellyfish Studio’s hybrid rage room and spa experience, designed to help women get over bad breakups.
The spa and the attractions industries are both filled with creativity and innovation. In the space that lies between them is a world of possibilities.
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
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.
