Headquartered in Albuquerque, New Mexico, Electric Playhouse leverages technology to create digital wonderlands that constantly change ensuring each visit is a completely unique experience. The flagship location in the West Bluff Shopping Center is a prototype for a new era in family entertainment. The Playhouse gamifies the built environment, no special headsets or controllers are needed in this touch-free and interactive space.

Content is tailored to time-based demographics with educational content during school hours, all ages family entertainment in the afternoons/weekends, and late night 21-and-over concerts and events. One-of-a-kind party rooms feature large interactive tables that power chef-driven immersive dinners and parties. The Playhouse also has the ability to “white-label” the entire space, transforming it into a premier destination for corporate and teambuilding events. The concept not only has broad appeal but also drives repeat visitation and foot traffic.

Electric Playhouse has built their brand around a storyline involving a US scientist’s discovery during the Atomic Era – that play can unlock access to an alternate universe. While most of the space is purposefully finish-free to serve as a blank slate for projections, the design team drew inspiration from the Atomic Era when designing the front-of-house lobby, café, and merchandise areas.

The company’s growth strategy is designed to breathe new life into dormant, hard-to-rent spaces, converting them from eyesores and financial drains into bustling hubs of entertainment and socialization that revitalize shopping centers and malls, all through the use of modular interactive gameplay experiences that allow for maximum flexibility.