Massive retail/entertainment/art center planned for Orlando

A massive experiential attraction with several districts that will bring together immersive art, entertainment, retail, and dining will open its second location, in the heart of Orlando, Fla.

AREA15, which opened in 2020 in Las Vegas, will make its Florida debut in 2024. The approximately 300,000-sq.-ft. center will be set on 17 acres and feature more than 150,000 sq. ft. of retail space. Located on Interstate 4 in the middle of Orlando’s tourism corridor and resting between Disney World and Sea World, AREA15 is being touted as an attraction that will boost the region’s local arts and culture scene.

“AREA15 looks forward to cultivating a collaborative spirit with Orlando’s creative community, as well as adding a distinctive new destination within the city’s world-famous tourism corridor,” said AREA15 chief creative officer Michael Beneville.

AREA15 Orlando also plans to offer a rotating schedule of concerts, art exhibitions, nightlife and "boundary-pushing" production shows.

“Sophisticated consumers are gravitating toward artful new forms of entertainment where the lines between comer+ce and the experience economy blur,” said Winston Fisher, CEO, AREA15. “AREA15 Orlando is the ideal city for our second location, providing an ecosystem where innovative design, best-in-class attractions, integrated storytelling, monumental art installations, extraordinary technology and distinctive retail thrive together.”

AREA15 Orlando represents a joint venture between real estate development firm Fisher Brothers and creative agency Beneville Studios, both of New York.

[Read More: Area15 partners with Intel on retail experience testing]