Illuminarium Experiences

Curating a Strategic Blueprint

Illuminarium Experiences delivers groundbreaking experiential entertainment through fully immersive, technology-driven experiences. In multiple locations, with a variety of themes, ranging from outer space to Georgia O’Keeffe to nightlife, Illuminarium presents offerings that bring together “world-class hospitality, exclusive content pieces illustrated through advanced technologies and a unique, programmable space customizable for special events.”


Las Vegas Nevada


30,000 ft²


LAB at Rockwell Group

TAD Domain


TAD’s engagement with Illuminarium began in Atlanta, where we created the Content Strategy for authoring, curating, and scheduling the front of house experience. It blends the ability to automatically ingest and display media promoting current shows with the ability for local operations and marketing staff to create and insert ad-hoc, customized announcements for special events across the seven distinct endpoints. 

Without a content management system (CMS), Illuminarium’s lobby signage lacked control and a common language, both necessary for coordinating messaging across endpoints. To begin to tackle this problem, we studied the visitor experience to identify gaps and in turn, opportunities for improvement. 

After conducting a CMS comparison, TAD designed the content workflows and collaborated with the CMS platform, ZCast, to be able to control not only all digital signage but also interior and exterior lighting through a single interface. Our work also included AV design, incorporating exterior lighting, ticketing signage, digital posters, safety screens, a canopy series of LCD screens, and retail signage. Now, these screens play content based on a ticket sales API automation created as part of the content workflow. 

Using this repeatable standard, we were able to apply the same strategy to Illuminarium Las Vegas, which had its grand opening in AREA15 in April of 2022.  We will continue to work with a nuanced and agile approach, so that each unique location provides a consistent, on-brand experience ready for opening day.