Detroit — Laughter rang out through the Museum of Illusions Detroit one recent afternoon as visitors worked to solve puzzles and stepped into reality-defying exhibits.

In one display, guests appeared to climb or fall from a theater resembling the Majestic, the illusion created by a large angled overhead mirror.

Gwyn Wagschal, 67, of Fenton watched as her granddaughter, Frankie Steele, 7, pretended to scale the marquee, defying gravity. The visit was more than just a day out for the pair — it was part of Wagschal’s effort to enrich her granddaughter’s homeschooling experience.

“We want more experiences and more adventure,” she said. “We don’t want to be sitting at home.”

Across Metro Detroit and the country, the shift is playing out in real time: a growing number of people are seeking hands-on, immersive experiences and developers are answering that call with more experiential venues. In addition to the Museum of Illusions Detroit, which opened on Woodward Avenue in December, Cosm Detroit in downtown is expected to open later this year and offer and immersive venue that combines sports, entertainment and technology into a shared viewing experience.

“Consumers are increasingly drawn to experiences that offer something they can’t replicate online — whether that’s social interaction, discovery or hands-on engagement,” said Stephanie Cegielski, vice president of research and public relations for ICSC, a retail trade organization.

Slick City Action Park Troy opened its doors last week to hundreds of guests seeking thrills on the dry slides, zip lines and other activities. Other concepts that opened last year are Game Show Battle Rooms in Troy, which allows visitors to step into game show-style competitions with family and friends, while Sandbox VR in Royal Oak offers immersive virtual reality gameplay.

Responses from operators suggest a strong appetite among Metro Detroit audiences for interactive and immersive entertainment.

“It surprises me, the velocity at which it moved,” said Andy Levey, chief marketing officer for the Museum of Illusions, adding that Saturdays continue to sell out. The Detroit location was the company’s 67th location.

“We knew it would be successful, but the pace and consistency of that has surprised me,” he said, adding that people want to get out and have a break away from the norm. “The bar is high. When you go out, and you’re going to spend 60, 90 minutes, two hours, you want something to have that wow factor.”

Venues evolve into ‘third places’

Across the United States, there is growth in a wide range of experience-focused concepts, including boutique fitness, interactive entertainment, social gaming, fitness classes and community-driven spaces that blend retail with technology, personalized experiences and events, Cegielski said.

Many venues, she said, are evolving into “third places,” destinations that combine shopping, dining and entertainment to encourage people to gather and stay longer. Research firm Technavio estimates the global experiential retail market will grow by about $133.5 billion between 2025 and 2030.

Cegielski said there is no specific data tied to Metro Detroit, but noted the region is following the same trajectory seen nationwide.

“For example, recent openings like Slick City Action Park highlight that experiential retail is growing in the region, as properties respond to rising consumer demand for more engaging, in-person experiences,” she said.

Some of these places take up former mall retail spaces. For example, Round1 Bowling & Arcade is expected to open soon, replacing a portion of a former Sears store at Twelve Oaks Mall in Novi.

“Developers and landlords are investing in experiential concepts because they drive foot traffic, increase dwell time and encourage repeat visits,” Cegielski said.

Slick City Action Park in Troy is Toby Buechner’s latest venture, drawing from his 20-plus years of experience with kid-friendly spaces, including the nearby Troy Gym.

He purchased and expanded an existing building on Crooks Road for the franchise opportunity. The result was transforming an underused former industrial space into an indoor amusement center with 20 attractions, including slides, zip lines, trapeze swings, activity courts and a junior jungle.

“You got to be able to adapt and evolve,” Buechner said.

Kristy Ladina, 34, of Redford Township, brought her 6-year-old son, Dominic, to Slick City Action Park Troy for its opening day to celebrate his birthday, along with his cousin and a friend.

“It’s something that they can do and run around,” she said. “They’re not on their tablets or on their cellphones.”

She said her family also visits places like Ninja Kidz Action Park in Westland and Big Best in Games in Ypsilanti. It’s a good alternative to electronic devices, she said: “I think a lot of people are trying to find things to do with their kids that are outside of their home.

“They just, especially in colder months, they just want to sit on their tablet or watch TV or TikTok or whatever. So it’s nice to be able to get them somewhere where I have all of their phones in my pocket.”

Games go back to the future

Also in Troy, the competitive crowd can compete at Game Show Battle Rooms. The Troy location on W. Big Beaver opened in November and features its own versions of popular game shows.

“Think about the games that if you were at home, sick from school, drinking a Vernors, having some chicken noodle soup, sitting there watching different people,” Phill Harmer, general manager of Game Show Battle Rooms Detroit. “We play games based off of those.”

While the company cannot use the official names, two of the games, based on Harmer’s description, have a similar objective to “Family Feud” and “The Price Is Right.” Guests play three sets of games with their own host and tech producer, surrounded by full lights, sounds and interactive effects.

The venue is designed for team-building events, birthdays, family gatherings or just for fun, Harmer said. The rooms are privately booked, so participants compete against friends, family, or coworkers rather than strangers. The games really resonate with the older crowd, he said.

“They love the nostalgia and the competition with their families,” he said, adding that weekends are fully booked through Memorial Day. The company updates its game content every two months to keep repeat visitors coming back for new games, he said.

While Game Show Battle Rooms offers players a game show experience, Sandbox VR in Royal Oak offers a video game virtual reality experience.

Sandbox VR also opened in November. Its spot on Main Street was chosen for its central location and proximity to entertainment and places to eat, said Ryan Koster, the general manager of the Royal Oak location.

The venue uses full-body motion tracking and high-quality haptic vests, allowing players to physically move through the game and feel interactions as they happen.

“It’s complete immersion,” Koster said. “It’s not possible with the home VR systems. It’s just kind of that next level up. There’s no joysticks when you’re playing. You’re actually moving around in the room. You’re moving around in the game. So it really does kind of transform you into a whole different world.”

Kids today are growing up immersed in technology, making venues like Sandbox VR a natural evolution, Koster said: “This really is just kind of that next step up. They’re going to be bragging to their friends about, but it’s just such a cool experience. It’s so different than everything out there.”

There are 10 total games available at the location, including Netflix-themed experiences like “Stranger Things: Catalyst,” “Squid Game,” and “Rebel Moon,” as well as original games like the “Deadwood” series, with new ones added over time to keep visitors coming back, Koster said.

Heading for downtown

Immersive experiences are also expanding in downtown Detroit where, just in time for the fall NFL season, Cosm Detroit is expected to open. Construction on the project, which broke ground in April 2025, is well underway on the building at Cadillac Square, which will feature an LED dome.

Corey Breton, head of venues at Cosm, said the building’s architecture and details are being designed with Rosetti and Bedrock to intentionally reflect Detroit’s vibes and character.

Once complete, visitors will be able to experience live events through high-tech displays inside the 500-seat venue, giving them a courtside, field-side or pitch-side feel, Breton said.

“Most folks will ask us, are you a venue or are you kind of a bar?” he said. “What’s the differentiation between Cosm and what experience we provide versus other spots. I always say we’re not a bar, we’re not a restaurant, we’re not a venue. We’re just Cosm, and our role, our goal, is to kind of transport fans to the best seats across all the major marquee events throughout the globe.”