Design Development Company to design IMMERSE Theater

Design Development Company has been selected to design the 100,000-square-foot IMMERSE Theater concept being developed with DreamShift Studios. The project combines a 3,500-seat theater with dining, retail and VIP spaces, underscoring how immersive technology is reshaping venue design.

Why it matters: - The IMMERSE Theater is being designed as a unified entertainment venue, not just a performance space. - The project ties together live entertainment, hospitality and immersive technology in a single 100,000-square-foot development. - Design Development Company’s role highlights growing demand for interior design expertise in large-scale experiential venues.

What happened: - Design Development Company was selected to design the new IMMERSE Theater, a concept from DreamShift Studios. - The venue is planned for 100,000 square feet. - The center of the project is a 3,500-seat theater built around visual, light, music and storytelling elements. - The concept also includes a restaurant, bar, VIP mezzanine, VIP luxury suites, retail space, guest circulation areas and integrated immersive visual and lighting features.

The details: - DDC is a commercial interior design and hospitality design firm specializing in entertainment venues. - The firm’s scope includes interior architectural design, restaurant design, space planning, guest circulation, lighting design, foodservice planning and coordination with engineering and technology teams. - DDC says the work will translate the concept into a functional commercial environment that can support thousands of guests while preserving the experience’s character and impact. - Vice President and Creative Director David Lieberman said projects of this scale require interior design to address both the guest experience and day-to-day operations. - Lieberman said DDC is creating an architectural and exterior building design visual identity that supports the excitement and energy of the Immerse concert experience. - The restaurant and bar component is intended to extend the entertainment experience beyond the theater. - DDC says its restaurant and hospitality background helps with dining-room design, bar design, commercial kitchen planning, guest flow and operational efficiency. - DDC describes its development process as taking projects from concept to completion, starting with the original concept and continuing through planning, development, documentation and installation. - Design Development Company was founded in 1983 and is based in California. - The firm serves clients throughout the United States. - Its services include concept development, site planning, interior and exterior commercial design, commercial kitchen design, lighting design, specifications, graphics, identity consultation and project development. - Contact information listed for David Lieberman includes +1 818-991-3006. - Social media links provided include LinkedIn, Instagram and Facebook.

Between the lines: - The project shows how entertainment venues are shifting toward hybrid spaces that combine performance, dining and premium hospitality. - DDC’s selection suggests the design challenge goes beyond aesthetics and into operations, circulation and technology integration. - The IMMERSE concept reflects a broader push to make the venue itself part of the show.

What's next: - DDC will move the project through planning, documentation and installation as the IMMERSE Theater concept advances. - Future design work will need to coordinate closely with engineering and technology teams to align the built environment with the immersive experience. - The final venue will need to balance guest flow, premium amenities and technical performance at large capacity.