Large-Format Concept Targets Adults and Events Market

AMP Up1 Hospitality announced The Looking Glass, a large-format immersive social destination slated to open in the second quarter of 2027 within the former CNN Studios at The CTR in downtown Atlanta. Construction begins after the 2026 FIFA World Cup.

The venue is designed to accommodate more than 1,000 guests and is expected to generate approximately 200 jobs. The space will feature interactive gaming, food and beverage, private event layouts, and what the company describes as a "living world" centered on discovery and curiosity.

Experience Design

Guests will receive a "Curiosity Card" to navigate the venue's experiences, which include elevated carnival-style games, immersive art installations in The Hall of Illusions, challenge-based attractions, nine-pin bowling, and custom tabletop games. A venue-wide scavenger hunt called the Curiosity Quest uses hidden moments, visual clues, and story-based surprises throughout the space.

"The Looking Glass is the kind of project our team has spent decades preparing to build," said Josh Rossmeisl, Founder and Chief Vision Officer of AMP Up1 Hospitality. "It brings together story, hospitality, play, food, beverage, sound, light, and discovery inside one of Atlanta's most recognizable spaces. We are building a place that gives people a reason to be present with each other and a reason to come back with someone new."

F&B and Day/Night Model

Food and beverage programming includes Tea Time reservations featuring modern takes on classic rituals with "savory and sweet offerings, celebratory drinks, and a social energy suited for date nights, birthdays, bachelor and bachelorette celebrations, and group gatherings." Ember Market will serve "upscale share plates, a pastry and sweets program, cocktails, zero proof offerings, and other signature drinks." Menu items include Westside Lemon Pepper Shrimp, Spicy Tuna Crispy Rice, Midnight Beignets, Brown Butter Tea Cake, and Raspberry Rose Macarons.

The venue will welcome families during the day with minors accompanied by parents or guardians. Evening shifts to a 21-and-older adult environment.

"What excites me most is the range of experiences we are curating for adults," said Doug Warner, Co-Founder and Chief Solutions Officer of AMP Up1 Hospitality. "We searched for activities that create different kinds of connection, from competitive play and hands on challenges to immersive spaces, hidden discoveries, and moments guests can simply wander into. The Looking Glass is being designed so the night can shift with the people you are with and the mood you are in."

Events and Location Strategy

The Looking Glass is being positioned as a downtown events destination with flexible layouts and private gathering spaces suited for birthday parties, team outings, client entertainment, holiday celebrations, brand activations, and corporate events. Its proximity to the Georgia World Congress Center, State Farm Arena, Centennial Olympic Park, and nearby hotel inventory positions it for convention and group business.

The venue opens as part of The CTR's broader repositioning of the former CNN Center into a mixed-use destination. CP Group's $425 million investment in the 1.2-million-square-foot property includes $65 million in initial transformation costs.

Why It Matters

The Looking Glass represents a significant investment in immersive hospitality in a major market, signaling renewed operator confidence in experiential venues post-pandemic. Its hybrid day/night model and events focus address multiple revenue streams, while its location within a major downtown activation site provides built-in traffic from convention, sports, and tourism segments—a strategy increasingly adopted by premium hospitality concepts.

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Written by FBM Publications Editors