ICON Park Orlando to Host Immersive Digital Art Event

ORLANDO, Fla. – ICON Park Orlando is set to become home to one of the world’s most innovative immersive art experiences.

The globally renowned Arte Museum, a digital art showcase designed by the Korean company d’strict, is set to debut its first Florida branch in 2027. It will be located on the new Universal Boulevard side of ICON Park, alongside the Blue Man Group.

Drawing millions of visitors to cities such as Las Vegas, New York, Dubai, and various locations in South Korea, Arte Museum provides a full sensory journey. According to a news release, the exhibit meticulously engages the senses—sight, sound, touch, taste, and smell—to provide visitors with an extraordinary artistic encounter.

Since its inception, Arte Museum’s eight international venues have cumulatively drawn over 10 million attendees, with the newest location in Manhattan, New York. The Las Vegas site, spread across 30,000 square feet at 63 CityCenter, has quickly become a must-visit destination and serves as an inspiration for the upcoming Orlando branch, featuring exclusive large-scale works for Central Florida guests.

Sean Lee, CEO of d’strict, expressed pride in bringing Arte Museum to Orlando.

“We invite participants to pause, engage with nature in novel ways, and enjoy an incomparable sensory experience that fuses art, technology, and imagination,” Lee remarked.

At Arte Museum, visitors will delve into immersive settings influenced by nature’s marvels, including immense waterfalls, luminescent floral sceneries, serene woodlands, and auroral displays. These environments are brought to life with projection mapping, interactive technology, surrounding soundscapes, and personalized fragrances.

Each gallery encourages guests not just to observe but to become part of the art itself.

Chris Jaskiewicz, president and CEO of ICON Park, highlighted the uniqueness of Arte Museum in Orlando’s entertainment scene.

“This goes beyond a mere exhibit—it’s an experiential transformation of how visitors perceive art through sight, sound, touch, and even scent,” stated Jaskiewicz. “The positive reception from Las Vegas visitors has been overwhelming, and we are thrilled to introduce it at ICON Park, offering a complement to Blue Man Group and broadening our entertainment repertoire on Universal Boulevard.”

The new Arte Museum location will open after a two-year buildout, occupying approximately 30,000 square feet. It will feature multiple immersive galleries with all-new works created especially for Central Florida audiences.

Arte Museum joins several other new tenants under construction at ICON Park, including Ripley’s Crazy Golf, Build-A-Bear’s largest international store, Blue Man Group’s new Orlando arena, Starbucks, and Sushi Saint.

Both ICON Park and 63 CityCenter in Las Vegas, where Arte Museum’s sister location operates, are owned by Flag Luxury Group and Torino Companies. These shared ownerships have helped establish both destinations as premier hubs for “retail-tainment,” featuring leading tenants like the Museum of Illusions and Arte Museum.