Illuminarium Blooms with New Georgia O’Keeffe Show
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Illuminarium Blooms with New Georgia O’Keeffe Show

CEO Alan Greenberg is circling the globe to expand after just opening in Las Vegas.

After 35 years with the Atlanta newspapers, Marcia currently serves as Retail VP for the Buckhead Business Association, where she delivers news and trends (laced with a little gossip).

Visitors enjoy an immersive journey of color, texture and scent through the floral paintings of Georgia O’Keeffe, often known as the “Mother of American Modernism.”
Visitors enjoy an immersive journey of color, texture and scent through the floral paintings of Georgia O’Keeffe, often known as the “Mother of American Modernism.”

The Illuminarium was awash in light and color for the premiere of “O’Keeffe: One Hundred Flowers,” an immersive journey of color, texture and scent through the floral paintings of Georgia O’Keeffe, often known as the “Mother of American Modernism.”

Inspired by her best-selling art book, the show brings the beauty of her work to life by amplifying them on an unprecedented scale that places viewers directly int living paintings. The floral stills are synced with a powerful all-female soundtrack, creating a multisensory artistic vision.

Visitors enjoy an immersive journey of color, texture and scent through the floral paintings of Georgia O’Keeffe, often known as the “Mother of American Modernism.”

“Georgia O’Keeffe is one of the most admired Modernist painters and a celebrated icon for her crusade in creating a space for female artists,” said Illuminarium Experiences CEO Alan Greenberg. “Here we feel the living-and-breathing virtual gardens of her most acclaimed pieces. It’s not just an art experience, it’s an emotional experience. Seeing her work blown up 22 feet high, paired with a soundtrack from a dozen iconic musical artists, is so powerful. O’Keeffe changed the world of art like few before her, and this comes through in ‘100 Flowers.’”

The virtual flower displays are accompanied by all-female music. The full impact of the surrounding motion and dancing colors is similar to virtual reality, without having to wear cumbersome glasses.

Adult guests wanting to enjoy the show with a drink and without children running around led to the launch of Illuminarium After Dark, which features an interactive bar where visitors can have a drink at the bottom of the ocean one minute, and Tokyo or a crystal cavern the next.

Ever the master visionary, Greenberg has bold plans for the future. Later this summer, the Illuminarium will debut SPACE, which takes viewers to the moon and beyond. Just like Neil Armstrong did in 1969, ticket holders will leave their footprint on the moon via the Illuminarium interactivity platform.

CEO Alan Greenberg chats with Brad Siegel, CEO of Brand New World Studios, at the grand opening of “O’Keefe: 100 Flowers.”

Illuminarium Las Vegas just opened with a celebration that included over 800 guests. “We have really high hopes in bringing Illuminarium to one of the entertainment capitals of the world,” Greenberg said. “We have a great location at AREA 15, a new experiential entertainment development about five to seven minutes off the strip.”

The projection rooms at Illuminarium Las Vegas will be the same size as the ones in Atlanta, but the food and beverage and retail offerings in Vegas will be more extensive.

Fans Andy Bibliowicz and Sandy Bailey enjoy the flowers in the background.

The next two openings are slated for Chicago and Miami, in that order. Leases are signed and the team is deep into the design phases. “We also have our eye on Dallas and Washington, D.C.,” Greenberg says enthusiastically. “We are finally able to get on an airplane again to explore international opportunities. In the past month, we have visited the UAE and Australia. Today I am on my way to Barcelona. Lots of potential around the world!”

“It’s important for us to realize that we are very much a start-up trying to decipher and maximize our opportunities,” Greenberg adds. “We’re energized by all we have to offer great cities worldwide, but also cognizant that we still have much to learn and prove.”

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