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01/18/2018

Experiential retail and entertainment center planned for Las Vegas

A retail and entertainment complex big on interactive experiences and story-telling will open in mid-2019 in Las Vegas.

Called Area15, the center is described as a “wholly re-imagined world” weaving together immersive experiences, themed events, art installations, restaurants, bars, and nightlife. It is intended to appeal to a wide variety of visitors, from gamers and sci-fi enthusiasts to artists and regular folk, locals and tourists alike.

The project is a joint venture between real estate development firm Fisher Brothers, a diversified national real estate firm and creative agency Beneville Studios, both of which are based in New York. It will offer up to 126,000 sq. ft. of customized tenant space for a curated collection of experiential and retail businesses; 68,000 sq. ft. of leasable ground floor space and up to 58,000 sq. ft. of mezzanine space. A 40,000-sq.-ft. indoor and outdoor event space, suited for live music, festivals, corporate events and more will be adjacent to the retail and dining options.

"Area15 is a radical re-imagining of retail," said Winston Fisher, a principal of Fisher Brothers. "It will be a 21st century immersive bazaar and an entirely new concept in retail and entertainment. “

Complementing the retail and event space is the interconnected "Spine," which will be designed as an immersive bazaar and promenade that ties all of the tenants together. Designed to showcase inventive dining and nightlife options, unique activations, innovative art exhibitions, and bespoke performances, the 30,000-sq.-ft. Spine will be a canvas for artists to showcase their work. It will include an ecological forest of an original bamboo structure from Bali.

Area15 has signed a multi-media production company, Santa Fe-based Meow Wolf, as the anchor tenant. Meow Wolf, which creates immersive, interactive experiences of story and exploration, will work with local artists and talent in Las Vegas and the surrounding areas to create experiences at the center. (Game of Thrones author George RR Martin is one the Meow Wolf’s biggest investors.)

"Area15 understands the current cultural shift into new dimensions of experience, whether that's in telling a story, entertainment, dining or retail," said Vince Kadlubek, CEO of Meow Wolf. "Meow Wolf has envisioned an entirely new way of telling a story — more immersive, more interactive, more exploratory than anything before — and we are looking forward to producing an otherworldly experience for the vibrant local population of Las Vegas, as well as the year-round visitors from around the globe."