Hololabs Studio Debuted Atrium VR Format in London
The immersive attraction uses a compact four-room footprint to maximize throughput and narrative flow.
Updated on Oct. 5, 2026 in eSports
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In September 2026, Hololabs Studio debuted the Atrium immersive VR format at the IAAPA Expo Europe in London. The system is designed to optimize guest throughput and revenue within a limited retail footprint.
Why it matters
By blending physical theme-park sets with virtual reality, the format aims to reduce user disorientation while improving narrative engagement. It is intended to help operators maximize profit per square metre in constrained commercial spaces.
The Atrium experience occupies an 8-by-22-metre physical footprint with a total duration of 40 minutes. Groups advance through segments every 10 minutes, including a 20-minute free-roam VR section.
The players
Hololabs Studio
An interactive design company that previously developed the Abyss: Vault VR game and contributed to the Mario Kart: Bowser's Challenge attraction.
Mike Wozniewski
He is the founder of Hololabs Studio and an expert in immersive design and operational technology.
The details
The system utilizes a throughput-tuned, four-room design that operates two VR rooms in parallel alongside mixed-reality and motion-seat sections. This orchestration manages guest movement to ensure consistent flow through the experience.
Timeline
The Atrium format debuted at the IAAPA Expo Europe in London during September 2026.
Founder Mike Wozniewski discussed the philosophy of the format at the LEXRA summit in October 2026.
Season Trajectory
The introduction of the Atrium format marks a shift in how small-scale entertainment providers manage high-volume guest capacity. By integrating show-orchestration systems, Hololabs Studio is competing with larger theme-park developers to set new standards for footprint efficiency.
The 10-minute group advancement interval limits the experience to a specific throughput capacity per hour for venues. This design implies that operators will require strict scheduling to maintain the 40-minute total runtime without bottlenecks.
The takeaway
The Atrium format emphasizes that spatial efficiency is becoming as critical as graphical fidelity for modern VR attractions. Venue operators should prioritize throughput-optimized designs when attempting to balance high-narrative experiences with real-world physical constraints.
Further reading
Learn more about the latest innovations in immersive entertainment at the eSports section.
Source note: This article includes information reported by Blooloop.
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Is now a good time for local attractions to transition toward high-throughput, mixed-reality VR formats?
