Arte Museum to open on Universal Boulevard side of ICON Park
ORLANDO, FL (Sept. 29, 2025) – ICON Park will soon be home to one of the world’s most cutting-edge immersive experiences. Joining Blue Man Group on the new Universal Boulevard side of ICON Park, Arte Museum—the internationally celebrated digital art exhibition created by Korean design powerhouse d’strict—will debut its first Florida location in 2027.
Currently captivating millions of visitors in Las Vegas, New York, Dubai, and across South Korea, Arte Museum is a floor-to-ceiling immersive art experience where every sight, sound, touch, taste, and scent is thoughtfully curated to create an unforgettable journey. As of September 2025, the eight locations worldwide have collectively welcomed over 10 million visitors, with the New York edition opening earlier this month in Manhattan. Most notably, its Las Vegas sister location, a 30,000-square-foot venue at 63 CityCenter, has become a must-see attraction, setting the stage for Orlando’s debut with all-new large-scale works designed specifically for Central Florida audiences.
“We are proud to bring Arte Museum to ICON Park in Orlando, one of the world’s premier destinations for entertainment and family travel,” said Sean Lee, CEO of d’strict. “With Arte Museum, we invite guests to slow down, connect with nature in new ways, and enjoy an unforgettable sensory journey that bridges art, technology, and imagination.”
Guests will step into immersive environments inspired by natural wonders—towering waterfalls, glowing floral landscapes, tranquil forests, and aurora skies—all brought to life through projection mapping, interactive technology, enveloping soundscapes, and bespoke scents. Each room invites visitors not only to observe, but to become part of the art itself.
“Arte Museum is unlike anything else in Orlando,” said Chris Jaskiewicz, President and CEO of ICON Park. “This is more than an exhibit—it’s an experience that transforms how guests see, hear, feel, and even smell art. We’ve seen the positive feedback from guests in Las Vegas and are excited to add it here at ICON Park, where it will complement Blue Man Group and expand our entertainment offerings on the Universal Boulevard side of our park.”
Expected to open in 2027 following a two-year buildout, the Arte Museum will occupy approximately 30,000 square feet. The venue will showcase multiple immersive galleries and all-new works designed specifically for Central Florida audiences.
Arte joins several new ICON Park tenants currently under construction, such as Ripley’s Crazy Golf, Build-A-Bear’s largest international store, Blue Man Group and its new Orlando arena, Starbucks, and Sushi Saint.
ICON Park and 63 CityCenter—where Arte Museum Las Vegas is located—are owned by the same developers, Flag Luxury Group and Torino Companies. Both destinations now share leading tenants such as Museum of Illusions and Arte Museum, further solidifying their reputations as premier hubs for successful “retail-tainment”.
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ABOUT d’strict
d’strict is a design and art company that creates innovative spatial experiences by developing content with digital media technology. Since its establishment in 2004, the Seoul-based company has dazzled global audiences with groundbreaking projects such as ‘LIVE PARK’ (2011), the world’s first indoor 4D art park; ‘WAVE’ (2020), ‘Waterfall-NYC’ (2021), and ‘Whale #2’ (2021), public media art projects; and ‘Arte Museum’ (2020–present), a popular immersive art exhibition space with global reach. d’strict is the winner of over 80 international design awards, including 24 iF Design Awards and 9 Red Dot Awards, and is ranked No. 1 in Asia’s Design & Architecture Studio category by the official iF Design Award ranking. With its unrivaled content development expertise and deep understanding of fast-evolving digital media technology, d’strict is expanding its global presence. Its services include the immersive art exhibition space ‘Arte Museum,’ operating in South Korea, North America, China, and the MENA region; the media art content licensing platform ‘LED.ART’; experiential media art playground for children, ‘Arte kids park; and traveling exhibition series such as ‘reSOUND.’ For more information, please visit our website at https://dstrict.com/.
About ICON Park
ICON Park is a global leader in location-based entertainment in the most-visited destination in the U.S., attracting millions of guests each year with its unique collection of experiences, including attractions, restaurants, bars, live entertainment, and shops—all anchored under the brilliant lights of The Orlando Eye.
ICON Park’s portfolio of 50+ tenants includes globally recognized brands that appeal to both families and adults. Just a few of the famous brands that call ICON Park home include Merlin Entertainments’ Madame Tussauds and Sea Life Aquarium, Blake Shelton’s Ole Red, Darden’s Yard House, Gordon Ramsay’s Fish & Chips, The Sugar Factory, Museum of Illusions, Shake Shack, Tin Roof, Uncle Julio’s, Build-A-Bear Workshop, and, opening soon, Blue Man Group. The developers of ICON Park are Torino Companies and Flag Luxury Group, which over the past 50 years have completed a combined total of $10 billion of leisure, entertainment, and retail properties, with another $4 billion of new developments in their pipelines. The partnership is a national leader in developing, owning, and operating entertainment and retail properties in gateway cities like Las Vegas, Miami, Los Angeles, and Orlando, with $2 billion of projects completed and another $2 billion in the pre-development stage. Its portfolio includes Las Vegas Strip properties, 63 CityCenter, Harmon Corner, and a yet-to-be-developed site.
About the Area
Open 365 days a year, ICON Park’s continual roster of activities, nightly live music, and special events—plus free parking and no gate admission—make it a popular day and night choice for Orlando’s 74 million visitors and residents. ICON Park is located at the epicenter of Orlando’s Entertainment District—with entrances on both International Drive and Universal Boulevard and surrounded by 150+ hotels, world-famous theme parks, the second-largest convention center in the United States, and 1,000+ restaurants, attractions, and retail outlets. The area is further expanding with billions of dollars in growth investments, including Universal Orlando’s much-anticipated fourth theme park, Epic Universe, new and expanding hotels, attractions, restaurants, convention space, entertainment venues, and roadwork enhancements; hundreds of millions of dollars to further expand Orange County’s convention center; and a leg of the high-speed rail line project, Brightline, which will directly link the I-Drive area to Orlando International Airport and the 50+ million passengers it serves annually.
To learn more about ICON Park, visit: https://iconparkorlando.com.
