Chicago, Wednesday, 20 August 2025.
Merlin Entertainments is transforming shopping mall experiences with two groundbreaking attractions: Super Neon and WONDRA. Developed in under a year through a collaboration with Fever, these immersive spaces represent a strategic response to declining retail engagement. Super Neon, a 11,700 sq ft interactive light installation in Minneapolis, and WONDRA, an 11,500 sq ft nature-inspired experience near Chicago, offer cutting-edge visual technologies that engage visitors through sensory interaction. Targeting millennials, Gen Z, and families, these attractions aim to convert traditional retail spaces into dynamic entertainment hubs, blending technology, design, and emotional storytelling to create memorable, multi-sensory experiences that reconnect people with technology and nature.
Immersive Attractions Unveiled
Merlin Entertainments has launched two groundbreaking attractions, Super Neon and WONDRA, designed to revolutionize entertainment experiences in North American shopping centers [1]. These innovative spaces represent a strategic collaboration between Merlin Magic Making and Fever, an international live experience platform [2]. Super Neon, spanning 11700 sq ft, will open on September 12 at the Mall of America in Minneapolis, while WONDRA, covering 11500 sq ft, will debut on September 5 at Woodfield Mall near Chicago [3].
Design Philosophy and Innovation
The attractions are carefully crafted to address contemporary entertainment needs, targeting millennials, Gen Z, and families seeking immersive experiences [4]. Liz Cummings, Creative Lead at Merlin Magic Making, emphasized that WONDRA is rooted in the human desire to reconnect with nature, while Super Neon explores the mood-boosting potential of innovative lighting installations [5]. Both experiences are designed to transform traditional retail spaces into dynamic cultural and entertainment hubs [6].
Technical and Accessibility Considerations
Merlin and Fever have prioritized accessibility and sustainability in these attractions. The experiences comply with Americans with Disabilities Act (ADA) standards and are engineered to meet rigorous safety requirements for electrical and interactive systems [7]. Additionally, the attractions incorporate energy-efficient technologies and align with emerging Environmental, Social, and Governance (ESG) criteria [8].
Technological and Sensory Experience
Super Neon offers an immersive ‘neon playground’ featuring visually striking landscapes that respond to guest interactions [9]. WONDRA creates an interactive natural environment with dynamic visual elements, including clouds that react to visitors’ voices, providing a multi-sensory exploration of nature and technology [10].
Bronnen