Innovation and strategy agency GSD Group announced it is partnering with architecture and design firm Gensler to develop the pop culture and video game-inspired Atari Hotels, opening first in Las Vegas, Nevada, and Phoenix, Arizona. GSD Group also has secured the rights to build future Atari Hotels in Austin, Chicago, Denver, San Francisco, San Jose and Seattle.
According to a press release, the new hotels promise to “pay homage to the history of video games, modern technology and esports culture. Atari Hotels perfectly blends the past, present, and future of video games and entertainment for a destination that offers guests a one-of-a-kind hospitality experience, complete with state of the art amenities for esports fans and content creators.”
GSD Group Managing Partner Shelly Murphy explained, “Like Atari’s legacy in innovation, Atari Hotels is infusing synthetic reality into every aspect of the hotel, creating an immersive hospitality and gaming experience for our guest. From our virtual interactive world to the physical locations, every element of Atari Hotels will offer a unique and authentic experience for everyone.”
The venues have an exclusive licensing agreement with Atari, the iconic entertainment brand and creators of iconic video games properties such as Asteroids, Centipede and PONG. They will offer guests the latest video games, immersive entertainment, exclusive Atari Hotels merchandise, retro-style gaming arcades, a speakeasy and nightclub, restaurants and bars with themes like retro-futurism, pop culture and nostalgia.
Gensler Global Hospitality Director Tom Ho said, “We are excited to join GSD Group on this journey to create a completely new kind of immersive experience with the debut of Atari Hotels. We assembled a multi-disciplinary design team with experts from hospitality to branding, sports and digital experience design to develop a dynamic brand that is unmatched in the hospitality industry.”
Atari Chief Executive Officer Fred Chesnais added, “I have seen the vision that GSD Group has for Atari Hotels, and they are poised to shatter the perception of what hotels can be. Atari Hotels will create a world that caters to gamers of all ages and experience levels, giving them a place to call home, a groundbreaking experience that shares Atari’s legacy of innovation.”
