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Cosm is a cutting-edge entertainment company that specializes in creating shared experiences by combining advanced technology with architecture and design. They recently launched two venues in LA and Dallas that provide immersive visual experiences, utilizing dome-shaped structures with high-resolution displays that fully envelop the audience.

The concept behind Cosm is to blend the physical and digital worlds, offering experiences that can range from live sports events and concerts to art installations and space exploration. Their venues are designed to be more than just a place to watch an event; they are meant to be fully immersive environments where the audience feels like they are part of the action.

The experience is hard to describe in words (but we’ll try)

Craig Janssen, Managing Principal of Technology, Theatre, and Acoustics for Salas O’Brien was onsite for opening night in Dallas. “What if you could walk into a space, take your seat, and suddenly be anywhere? Courtside at your favorite NBA game; live at a UFC fight taking place halfway around the world; viewing the earth from a window in outer space? What’s remarkable about Cosm is how the visual and audio elements completely immerse you, to the point where you forget you aren’t physically there.”

According to Robert Rose, Principal at Salas O’Brien and Project Manager for the work on Cosm, “HKS Architects began working with Cosm on the earliest concepts, back when this was just a dream. They did a masterful job of translating the client’s vision into something that was viable to meet their mission. It was great fun working with the design team and Cosm to bring this to life.”

The experiences at Cosm can be broadly categorized into two types. The first is live events, where you can purchase a front-row seat to an event that often offers an even better view than being there in person. The experience is incredibly lifelike, immersing you in the energy of the crowd—even though part of the crowd is virtual. The second category features preproduced content that Cosm is actively developing. With their own studio and a team of artists, they are creating custom, artistic content specifically designed for these unique spaces.

Designing a user experience rather than a building

“We had to adjust our approach to work more iteratively,” shares David Battershell, an AVP at Salas O’Brien who provided technology design for the project. “In the construction world, everything is designed up front, and whatever deviates from that is a change order. Cosm was designed more like software—the development of different technology elements ran in parallel with construction. Concepts were tested and improved upon. We had to get information out quickly and get things into the field fast while the Cosm team continued to iterate and optimize the experience. This approach—while different from traditional design and construction projects—provided speed-to-market and a great end result.”

HKS carefully designed the arrival experience, incorporating playful elements that reveal and conceal as you enter the space. The Hall, a spacious hospitality area, features an impressive LED wall that extends the length of the building. Once inside, you can fully appreciate the expansive, visually dynamic wall, complemented by booths and tables for casual gatherings or flexible seating arrangements that can accommodate large events.

At the heart of the venue is the Dome, where events unfold. Tickets are purchased for specific seating types, tailoring the experience to your preference. The Dome offers an intimate atmosphere—which is a key ingredient to the sense of immersion. Another unique feature is the variety of communal seating arrangements varying by floor, allowing you to share the moments with friends.

The design and construction teams working on technology adopted an agile framework tailored for the speed of the project.  Regular meetings with all parties, including Cosm, were essential to ensuring continuity of design with two buildings under construction on the same timeline.  Uniformity of design and simplicity were key components.

About the technology and acoustics

The technology driving these experiences is as innovative as it is complex. Battershell says, “Every aspect of the design was carefully considered to support the level of immersion Cosm wanted to achieve. The goal was to create an environment where the technology disappears, allowing the experience to take center stage.”

At the core of Cosm’s offerings is the Cosm Experience Engine, a remarkable product that controls and processes the real-time content displayed on their immersive dome structures. These proprietary systems were installed by Cosm’s team, while Salas O’Brien designed the supporting infrastructure. This infrastructure connects into a broader ecosystem, including power, cooling, cabling, theatrical lighting, AV, physical security, and a data center for the media servers.

Ryan Knox, AVP at Salas O’Brien, led the design of the 50-channel audio system, which is discreetly hidden behind the dome. “The Cosm team had a mockup in Salt Lake City that we used for R&D on the audio design,” Knox explains. “The sound had to go through the perforations in the LED screen without compromising the way it sounded. We brought in different manufacturers for testing so the team could listen to the speakers as they fired through the LED and make decisions on which ones created the desired experience.”

Typically, loudspeaker manufacturers provide digital signal processing (DSP) settings tailored to their speakers. However, the selected manufacturer customized the DSP settings for Cosm, giving the system a unique “voice” that enhances the experience and simplifies programming—which will be important as the venues scale to different cities.

Courtney Schoedel, AVP at Salas O’Brien, led the acoustic design for the project. “In any project with curved surfaces, we take special care to prevent sound from focusing. We conducted extensive ray tracing exercises and collaborated with the architectural team to refine the finishes on the balcony faces, preventing unwanted reflections.”

Another critical acoustic strategy was ensuring that the space behind the dome was highly absorptive. This approach helps maintain the purity of the sound while minimizing any buildup, contributing to the overall immersive quality of the experience.

The theatrical lighting system is seamlessly integrated with the architectural lighting, creating a cohesive environment where the experience on the screen extends into the physical space. Dan Schoedel, Senior Consultant and theatrical lighting designer at Salas O’Brien, explains, “The primary goal of the theatrical lighting system isn’t just to support presenters; it’s to enhance the overall immersion. By synchronizing interactive lighting with the show system, we can introduce dynamic elements like team colors and reactive effects, making the experience even more engaging for the audience.”

Key advantage: accessibility

“Cirque du Soleil’s O remains one of the most expensive shows I’ve ever attended,” notes Battershell. “Not only were the tickets pricey—not surprising given the scale of the show—but I also had to fly my wife and I out to Vegas to see it. With Cosm, my family can experience ‘O’ right in our own neighborhood. We can choose our seats to tailor the experience, and while we’re not physically in Vegas, it feels like we are.”

Cosm is a game-changer because it brings high-caliber events within easy reach. Experiences that were once rare or once-in-a-lifetime are now accessible to many. Cosm has harnessed technology to replicate these experiences anywhere, making them an integral part of everyday life with friends and family.

“The power of Cosm is that it brings world-class experiences to you,” says Janssen. “At lower costs, and in your hometown.”

With iconic venues in Dallas and Los Angeles, and plans to expand to other major cities, Cosm is shaping the future of entertainment. It redefines audience engagement and blurs the line between the real and the virtual. Cosm’s innovative approach to shared experiences positions it as a pioneer in immersive and experiential design.

For media inquiries on this article, reach out to Stacy Lake, Director of Corporate Communications