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.”

In April, the Motown Museum in Detroit will premiere “Psychedelic Soul: A Journey Through Rhythms and Time,” a new exhibition exploring the evolution of the Motown Sound during one of the most transformative periods in music history.

It will be the first exhibit presented at the Esther Gordy Edwards Centre for Excellence, the Museum’s new 38,000-square-foot space that opened in 2025 to honor founder Esther Gordy Edwards and accelerate the institution’s future through community engagement, education, and creative exploration.

Gordy Edwards, during the mid-1960s, served as vice president and CEO of Motown Records, which was founded by her younger brother, Berry, in 1959. A graduate of Cass Technical High School and Howard University, she created the Motown Museum and served as its president for many years.

While public tours of the original Hitsville U.S.A. campus remain paused during the Museum’s ongoing expansion project, Motown Museum is utilizing the Esther Gordy Edwards Centre for Excellence to welcome guests, offer a curated exhibition experience, and continue sharing the Motown story.

The period from 1967 to 1975 marked Motown’s Psychedelic Soul era, when the label expanded beyond its signature love songs to embrace experimentation and socially conscious storytelling. Guided by producer Norman Whitfield, artists like The Temptations helped define the sound with Grammy-winning hits such as “Cloud 9” and “Papa Was a Rollin’ Stone.”

“Psychedelic Soul: A Journey Through Rhythms and Time” features rare vinyl releases, vintage fashion, immersive multimedia, and artifacts that capture the cultural and technological shifts of the era. Through docent-led tours, the exhibition connects this transformative chapter of Motown’s history to its lasting influence on contemporary music and culture.

Motown Museum members can experience the Psychedelic Soul exhibit tour for free. Reservations are required for members, and can be made by calling the box office at 313-875-2264.

The exhibit will open to the public on April 17 and run through Sept. 27, 2026. Exhibit hours are Wednesday thru Sunday, 10 a.m. to 5 p.m. The address is 2550 W. Grand Blvd.

Tickets are available online now at motownmuseum.org.

Note: The Motown Museum retail store will be open onsite at the Esther Gordy Edwards Centre for Excellence during exhibit hours.

Founded in 1985, Motown Museum is a 501(c)(3) not for profit, tax-exempt organization. The museum is committed to preserving, protecting, and presenting the Motown story through authentic, inspirational, and educational experiences.

Announced in late 2016, the Motown Museum expansion will grow the facility to a nearly 50,000-square-foot world-class entertainment and education tourist destination featuring dynamic, interactive exhibits, a performance theater, recording studios, an expanded retail experience, and meeting spaces. It is scheduled to be completed in spring 2027.

For more information on Motown Museum, visit motownmuseum.org.