Get ready for a deep dive into foodie fun, in our latest episode of Experience Imagination we explore the evolving world of immersive dining experiences, where the boundaries between restaurants and themed entertainment are becoming increasingly blurred. Whether you’re passionate about themed restaurant design, theme park food, or the latest trends in the experience economy—or if you’re just a foodie—we’re here to dish.
Meet the Experts
Matthew Cross
Founding Partner & CEO of OE Experiences
Larry Wittenberg
Operations Consultant with OE Experiences
Eric Loperena
Senior Design Director
Joe Schaefer
Vice President of Technical Design
What’s the Secret Recipe for a Successful Immersive Dining Experience?
Matthew Cross, a founding partner of OE Experiences, emphasizes that in today’s market, quality is paramount. "There's an expectation of quality," he explains. "Consumers today expect there to always be quality at every price point. It doesn't matter if it's a cheap experience; they still want quality." He adds, "You can't have immersive dining with bad food."
Larry Wittenberg, a veteran in the entertainment and sports food service industry, highlights the importance of service. "The service is a product as well," he says. "In order to have a great experience, you have to feel warmed, welcomed, and invited, and all of your needs are to be taken care of." Wittenberg stresses that the human interaction part is essential to creating a complete experience.
A successful themed dining experience must involve all the senses, it's a combination of visually exciting environments, delicious smells, and excellent service contributes. These elements, coupled with the immersive atmosphere, are what make guests feel like they’re on a journey—not just dining, but experiencing something truly special.
But First, Let Me Take a Selfie: The Importance of Shareable Moments
One of the key aspects of immersive dining is its “Instagrammability.” As the panelists discuss, the ability to create shareable, visually appealing moments is crucial for the success of these experiences. "These special moments are Instagrammable," notes Matthew; "You want someone to see a photo and think, 'Why am I not there right now?'"
In today’s world, social media plays a significant role in how people choose dining experiences. As Larry points out, "My wife and I check Instagram before we go out to dinner. Everything should be designed with Instagrammable moments in mind." This approach not only helps in spreading the word organically but also serves as a form of free marketing that businesses can’t afford to overlook.
From a Designer’s Point of View
Falcon’s very own Senior Design Director Eric Loperena and VP of Technical Design Joe Schaefer are very familiar with the complexities of creating themed environments, and emphasize how essential it is to craft immersive experiences that extend to every detail, from the silverware to the restrooms. This meticulous approach was particularly evident in their work on IMG Worlds of Adventure in Dubai, where they collaborated with major IP holders like Marvel and Cartoon Network.
Reflecting on the unique challenges of translating 2D animated worlds, such as those in Adventure Time, into 3D spaces, Eric Loperena explains, "When you're looking at something like Finn and Jake, that whole world is very 2D, flat animation. So, to bring that to real life, you're taking elements from cinema or a universe that feels very realistic. But when dealing with a flat world, color choices become critically important."
Joe Schaefer adds to this by highlighting the stark contrast between working with Marvel and Cartoon Network properties. "With Marvel," he says, "we're using comic book-style characters, but it's a blend—it's supposed to be set in the real world. So, when we introduce things like streetlights and paving, we can use real-world materials, and they're believable within that context. But when you shift to something like Finn and Jake's Everything Burrito, the game changes entirely. It's not based in reality, so you have to be very careful with how you use color, finishes, and materials to mimic something that isn't real using real-world elements."
This careful consideration of design elements is crucial in creating spaces that feel authentic to the worlds they represent, allowing visitors to fully immerse themselves in the experience.
On the Menu: Award-Winning Multi-Sensory Dining Experiences
The podcast also highlights two TEA award-winning immersive dining experiences: Eatrenalin in Germany and Absurdities Vol. 1 in Singapore. Both of these destinations have set new standards in the industry, combining bold ideas with innovative execution. The ingenuity and determination behind these projects are truly admirable, showcasing what’s possible when creativity meets courage.
This is just a taste of what was talked. Want to learn more? Listen to the full podcast below.
Podcast: The Scoop on Themed Dining
We're serving up something delicious for this month's podcast episode! Listen to "The Scoop on Themed Dining" to enter the world of immersive dining experiences.
