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88 FASTCOMPANY.COM ILLUSTRATION BY ALEX STEVEN MARTIN
Known for creating
immersive art instal-
lations that layer
trippy visuals with
cosmic storytell-
ing, the Santa Fe,
New Mexico–based
Meow Wolf evolved
last year from an
artist collective into
the ur–experience
economy company.
It now has projects
in the works for Las
Vegas (May), Denver
(2021), Washington,
D.C., and Phoenix,
all of which will be
distinct experiences
but live in the same
“Meow Wolf story
universe,” says chief
creative officer Ali
Rubinstein. Last
April, a ride called
Kaleidoscape, which
opened in Denver’s
Elitch Gardens
theme park, dis-
tilled the company’s
gestalt into a three-
minute journey,
giving visitors of
all ages a taste of
what’s to come when
Meow Wolf opens
next year in the city.
“Everything we had
designed before had
been a nonlinear,
choose-your-own-
adventure format,”
says cofounder and
SVP of brand Emily
Montoya. “It’s been
our dream to work
on a ride.” Here’s how
it was conceived:Meow Wolf