Los Angeles has always been at the forefront of innovation, and its latest offering is no exception.
Cosm, a leader in immersive technology, has unveiled its pioneering “shared reality” experience, a cutting-edge blend of physical and virtual worlds that promises to redefine entertainment for business travellers.
Located in the heart of LA, Cosm’s new venue offers a fully immersive environment where visitors can step into virtual worlds that feel startlingly real. This experience is designed to blur the lines between the physical and digital, creating a seamless integration of reality and imagination. The “shared reality” concept allows multiple users to engage in the same virtual space, whether they are attending a live sports event, a concert, or an interactive corporate meeting.
For business travellers, this innovation provides a unique opportunity to unwind or conduct business in a highly engaging setting. No longer confined to the traditional methods of after-hours entertainment, professionals can now enjoy dynamic and interactive experiences that range from virtual team-building exercises to sophisticated networking events in visually stunning environments.
Cosm’s state-of-the-art venue is equipped with advanced visual and auditory technologies, ensuring an unparalleled level of immersion. The space is designed to cater to the needs of corporate clients, offering customisable experiences that can be tailored to the specific requirements of any business event. This makes it an ideal choice for companies looking to impress clients or offer their teams an unforgettable experience.
Cosm’s “shared reality” experience has been compared to the Sphere in Las Vegas thanks to the 87ft wraparound LED screen may represent the future of watching live sport.
The company aims to replicate the stadium experience, offering several camera angles — including views from behind the goal, the away end, and the commentary gantry — creating the illusion of attending the game in person.
With Premier League “soccer” rapidly gaining popularity in the United States, fans across the country flock to bars every weekend to watch their favourite teams. NBC’s latest six-year broadcasting deal, worth $450 million (£340 million) per season, was struck in 2022, and its commentary is streamed directly into Cosm during games.
Cosm is not only for Premier League football; the venue also shows UFC fights, NBA basketball, American football and more. Jeb Terry, the president and chief executive of Cosm, said his goal was to reproduce the atmosphere of game day inside the venue. “When you walk in there, you can feel the energy of the room,” he said. “People are excited for game day, and a lot of the design elements of our building went into that.”
Cosm is not a bar or a theatre, the company says. While it incorporates elements of both, the venue defies easy classification. Supporters mill around and walk up and down the seated area, as they would at a real sports stadium, while there is also a roof terrace providing views of the surrounding area. “We want an indoor-outdoor experience,” Terry said, adding that the company avoided putting the technology in a “box” that would have walled off fans from the outside world.
Terry, a former NFL player and Fox Sports executive, is eyeing a global expansion. As well as the Los Angeles venue there is a site in Dallas and an Atlanta facility has been announced. Terry said he was working on bringing the experience to London, where fans of the NFL and NBA will surely jump at the chance to watch their favourite American teams.
The impact of Cosm’s “shared reality” on the business travel sector is likely to be significant. By offering a fresh and exciting way to engage with content and colleagues, it sets a new standard for how business travellers can mix work with pleasure. The convenience of this venue, combined with its innovative technology, makes it a must-visit destination for those looking to elevate their business travel experiences.
In a city renowned for its ability to set trends, Cosm’s latest venture not only enhances Los Angeles’s reputation as a hub for cutting-edge entertainment but also positions it as a leader in the future of business travel experiences. As companies continue to seek out new ways to keep their teams motivated and engaged, the “shared reality” experience offers a compelling solution that could well become a staple in the itineraries of business travellers around the world.