Which elements did you like so much you’d like to use them in your work?
In summary, I would describe Omega Mart as an unmissable few hours if you are in Vegas. Don’t expect it to be your greatest ever experience of one particular thing. Do expect the overall experience to thrill you, entertain you, put a smile on your face… and a hole in your wallet if you succumb to it’s excellent T-shirts.
If you’re in Las Vegas and would like to try Omega Mart for yourself, you can book tickets here.
Read more WXO Experience Reviews here. And if you would like us to review your experience, get in touch.
What’s good about the experience?
Location: Las Vegas, NV
Date Played: December 17, 2021
Group size: we recommend 1-4
Duration: We recommend at least 90 minutes to explore the space, and at least 4 hours to follow the story, possibly many more.
Price: $49-55 per adult (less for children, seniors, and military)
Accessibility Consideration: The first floor of the exhibit is ADA accessible. There is also an elevator to access the second floor, but some areas include steps or narrow passage ways.
Emergency Exit Rating: [A+] No Lock
Physical Restraints: [A+] No Physical Restraints
Las Vegas in and of itself is a surreal alternate reality, and Meow Wolf’s second location, Omega Mart, felt like the perfect immersive art installation to mimic, mock, and embrace the consumeristic excesses of Sin City.
The sprawling Omega Mart storefront was packed full of actually purchasable, real, fake products. It’s a hilariously dissonant world, and it’s worth the price of admission simply to spend some time walking the aisles of Omega Mart, reading the product packages.
… But there was also a much deeper and considerably larger world behind Omega Mart. This world felt like the original Meow Wolf… if it had been built by Disney. This massive step up in production value added a polish that isn’t present in Santa Fe, but that sheen came at the price of some of the grit, oddity, and soul that grabbed me in the House of Eternal Return. This isn’t necessarily a bad thing so much as it is an aesthetic preference. I can see plenty of folks preferring the Disneyification of Meow Wolf to the grittier artsy vibe of their earlier work.
Where my feelings about Omega Mart turned to disappointment was in their game design choices. The mystery and game within this world started off fantastic, and hit a wondrous climax… and then it kept going and going and going well past its “sell by” date. This could have been fine, but many of the associated touchscreen interfaces were clunky, space was limited, and lines formed at key locations. The net effect was that when we were about to have a big moment in the plot, it was destroyed by watching half a dozen people have that exact moment that I was about to have while I waited.
Finally, the conclusion of the game was utterly disappointing… it fizzled into forgettable nothingness.
Omega Mart would have been better with a little less game, or a lot more thought put into the game and the way that players would engage with it. For all of the improvements that Meow Wolf made to their overall production, it felt like they badly needed to hire some proper game designers.
My advice: absolutely go experience Omega Mart. It’s a wonder. Play the game too… but once you hit a point in the game where you feel like you’ve substantially impacted the world, not just for yourself, but for others… stop playing and go about exploring.
We entered Omega Mart as customers, with the opportunity to become employees, learn the ropes of the business, and explore the exciting opportunities afforded to us by its revolutionary parent company Dramcorp.
Omega Mart, the anchor storefront in the Area 15 mall in Las Vegas, was an actual fictional store in a real mall. Upon entering we were greeted by eccentric employees and found aisle upon aisle of real satirical products that were truly for sale.
Everything about Omega Mart looked and felt real, especially at a distance, but upon closer inspection, it was all completely bonkers… and that went for the store itself. Beyond its storefront lived another world far larger than Omega Mart. There were corporate offices, production facilities, a town… and like the storefront, everything looked fantastically normal at a distance, but had something else going on upon closer inspection.
Meow Wolf’s Omega Mart was an immersive art installation. It was not an escape room.
The gameplay was in unraveling the mystery and the stories behind this unusual place. This required reading, watching videos, some light puzzles, and waiting for access to information and inputs.
The core gameplay revolved around tapping our Omega Mart card at terminals throughout the world.
Omega Mart could also be explored without acknowledging the game, it worked purely as immersive art.
➕ The Omega Mart staging as a supermarket was brilliant. The products were hilarious. It would be possible to spend hours in the first set alone just appreciating how clever each product label is.
➕ /➖ The Omega Mart employees were also quite funny. They brought a lot of character to the space. That said, it wasn’t clear how much they were intended to be a part of our experience. If we’d treated them like actors in an immersive theater piece, would we have uncovered more? Meow Wolf suffered from the magic circle problem where we weren’t entirely sure what was off limits.
➕ Omega Mart had outstanding production quality. With big open spaces, the reveals were especially impressive. Each of the 4 main areas had a clear aesthetic. Every space was designed and polished.
➕ Omega Mart felt a lot more “playground” (and a lot less “art”) than The House of Eternal Return. In part this was the effect of the slides, one especially cool assent, and interactions like telephones all around the place. However, beyond the opening scene, the spaces felt more like one dimensional sets. If we looked deeper, we didn’t discover more.
❓ There was a mystery to solve. If you’re motivated by a mission, it’s easy to get started and follow it through to completion (lines notwithstanding). The mystery was optional. If you choose not to pursue it, you’ll uncover bits of backstory anyway, and you can enjoy your time just as much without it. Our commitment to completing the mission gave our movement through the space purpose, but perhaps also detracted from our ability to just take in the magnificence.
➖ We visited Omega Mart on a Friday morning, arriving when it opened. In order to see the quest through, we spent a lot of time waiting on lines. Sometimes, these could be pointless, like when we spent 20 minutes waiting for the computer in a room we’d already fully explored, only to find out that we actually needed a different computer that had most of (but not all of) the same information and interactions.
➖ The UI design was mediocre. The touch screens left a lot to be desired. The volume was impossibly low on many phones. Terminal timers didn’t disable when events occurred. It was always more challenging to take an action than it needed to be.
➖ The most demoralizing element to the overall interaction design was watching someone do exactly what you wanted to do while you waited in line to do it. That put a damper on completing things.
➕ The verb “to boop.” It’s what you do with your card to trigger interactions. Who doesn’t want to boop?
➖ It was challenging to parse lore from gameplay. There was always more to be found, either stored on shelves or in desks, or at each computer terminal. In theory, this was fun, but in practice, it was maddening, especially while we were vying for space at terminals to complete interactions.
➖ Unearthing the story of this place required substantial reading and watching some long videos.
➕ At Omega Mart it was possible to impact the set on a large scale. When we did this, it felt epic. This was by far our favorite moment in the hours we spent exploring.
➖ The story/ mission track peaked too early with the afrementioned epic moment. The conclusion was lackluster, both as an interaction and as a story. It didn’t tie off storylines well or give us a sense of wonder. It wasn’t satisfying.
➕ Meow Wolf excelled at secret doors. There was so much variety to these, and even once they were expected, they were fun. We loved the shocked looks on other people’s faces when we emerged through a door they didn’t yet know was a door.
Book your ticket to Meow Wolf’s Omega Mart, and tell them that the Room Escape Artist sent you.
Las Vegas is slowly evolving into a place for experiencing more than hangovers, debts, and regrets. I recently visited with family and asked friends for things to do. This is when I first heard about Meow Wolf. Thanks, Jenn!
Before going further, let me explain the Russian nesting doll that is this experience. Meow Wolf is a collective of artists, based in Santa Fe, that creates immersive experiences. The group is partially funded by George R.R. Martin, author of Game of Thrones.
Meow Wolf created an immersive experience called Omega Mart in Las Vegas. The Omega Mart experience is found inside a building that is part of a new district in Las Vegas called Area 15. The name is presumably a play on the highly classified Area 51. The location is a couple of miles from the Vegas strip and the cabbies know it as “Area 15”, “Omega Mart” or “Meow Wolf”.
You arrive in what looks like a recently constructed office park, with multiple three-story buildings. This collection of buildings is Area 15 and inside them are a wide variety of tech-oriented experiences.
As you enter, a loudspeaker detects your presence and barks orders as if you are entering a prison. This is where the apocalyptic future feel of the entire experience begins. A few art installations on the exterior set the tone.
It’s obvious that Omega Mart sees huge crowds. I visited on a Thursday afternoon in January and was mostly alone. This allowed me to experience it all on my own time.
The building that houses the Omega Mart is like a huge warehouse that houses a modern mall, of sorts. There are multiple levels of entertainment options, with bars, restaurants, shops, axe throwing, golf simulators, and more. There are multiple paid experiences that fit into the psychedelic future theme.
Dominating an entire side of the space is a “store” called Omega Mart. The mart is main experience at Area 15 and it’s $49 to enter. On the day I went, walk-up tickets were available.
At first glance, the Omega Mart appears to be a grocery store: brightly lit, with shelf after shelf of dry goods and deli cases. Soon you realize that everything is a surreal and fake version of actual groceries.
It’s interesting and extremely well done, but it’s a facade of what lurks behind it.
You soon find yourself in the back rooms of the mart and step into a new realm of reality, where the products sold in the mart are made, I think. There is a very long and detailed backstory about the fictional Dram family behind the Omega Mart and their use of the “Source” which is an ingredient in its products and is toxic to produce. The glow of the experience is caused by toxic runoff.
The back side of the Omega Mart is dark, cavernous, and complicated. Incredible effort has been put into the music, the lighting design, the installations, and the overall feel. It’s very impressive and otherworldly. I’ve never been anywhere that so clearly appeals to psychedelics.
Overall it’s all very dark and lit with neon colors. Ethereal music plays in almost every context.
The space must be explored to fully be fully experienced. The creative installations are mixed with very normal-seeming office situations. This juxtaposition added to the apocalyptic feel. The banality of toxic runoff, you might say.
These normal office scenes often included surprises. A small door inside a nondescript office may lead to an entirely new realm. A fireplace may actually be a two story tunnel that must be climbed with the use of a rope. A modest office door may open to a hall of mirrors. All the while, Dramcorp’s company messaging is on screens and installations.
The creativity (and entire experience) is overwhelming. Perhaps too overwhelming. I wasn’t fully engaged in the backstory and probably left without exploring everything. The overall message is about the folly of consumerism, capitalism, and corporate greed. And in true capitalist fashion, you can buy a huge variety of items from fake food to t-shirts. I left feeling amazed by the experience and particularly the breadth of the creativity and investment.
If you find yourself in Las Vegas and want to kill a few hours, this is something that should not be missed.
All individuals, regardless of age, are welcome to attend any Meow Wolf exhibition during any undesignated ticket time slot. However, please ensure to check the Meow Wolf website for availability, as we occasionally host special events or restricted programming specifically for guests aged 21 and older. Please also be aware that individuals under 21 years old who exit Omega Mart after 10 p.m. may be requested to leave the AREA15 venue where it is located.
Discover secret portals, play and explore among unexpected landscapes, or simply soak up the innovative art as you venture beyond an extraordinary supermarket into parts unknown.
Immersive art exhibit in Las Vegas
Omega Mart (stylized as Ωmega Mart) is an interactive art installation created by American arts company Meow Wolf and located in the AREA15 complex in Las Vegas. Those entering the installation explore a supermarket, from which they can access various other areas and uncover a narrative.[1] It features contributions from over 300 artists and designers. Omega Mart is an example of an alternate reality game. The overarching plot and lore of the Omega Mart Universe is still being solved using various clues (both online and clues present in the physical store).[2][3]
Omega Mart features custom-made products available for purchase, such as Mammoth Chunks, Organic Moth Milk, Nut Free Salted Peanuts, Gender Fluid, and Plausible Deniability, one of the three brands of laundry detergent.[2][4] Piñatas of the Seven Deadly Sins, designed by artist Justin Favela, are also available for purchase.[5] The installation also features a secret bar, Datamosh, which serves eight specialty cocktails.[6][7]
The concept for Omega Mart first originated in 2009, when artists first created a DIY pop-up grocery store exhibit[3][8] which, according to the Las Vegas Review-Journal, was essentially "little more than cinder-block shelves with bottles of colored water".[8] It was attempted again in 2012, as Meow Wolf's Chimera educational division worked with approximately one thousand students in Santa Fe, New Mexico's public schools to fill a mock grocery store with handmade fake products.[9][10][11] Both original installations were temporary, with the second one opening on July 8, 2012, and closing September 20 of that year.
In January 2018, Meow Wolf announced they would launch their second permanent attraction (the first being Santa Fe's House of Eternal Return) in Las Vegas, which would be an anchor tenant of retail and entertainment complex AREA15.[12] Omega Mart was originally planned to launch in 2020, but its launch was delayed due to the COVID-19 pandemic.[13] In August 2020, Meow Wolf announced the project would focus on a supermarket called Omega Mart, and was expected to open in January 2021.[14][9] In January 2021, the opening date of the installation was announced,[15] and it opened on February 18, 2021.[8][16]
Various commercials for Omega Mart have been released, and have been noted for their unusualness and surrealism. A commercial for its opening, which featured Willie Nelson's face deepfaked onto another person's body,[17] was described by Shelby Stewart of the Houston Chronicle as giving Texans "an idea of what a grocery store ad on LSD might be like".[18] Various later commercials were described by Reid McCarter of The A.V. Club as having a "weird '90s" aesthetic,[19] and by Rob Beschizza, writing for Boing Boing, as perfect examples of a certain "darkly humorous, haunted cosmic consumer horror".[20]
We’ve already heard experience producer Heather Gallagher’s review of Meow Wolf’s Omega Mart installation in Las Vegas – now, creative director Mark Slade stops by and is perhaps more im-merched than immersed…
One day I will travel the world as a coveted, red carpet-walking WXO reviewer, but for now I get my experience kicks as a paying punter. I was recently lucky enough to be in Las Vegas for a couple of days on business. I had a small window of spare time and wanted to spend it in a place that would inspire some divergent thinking, trigger ideas and give me an alternative lens through which to re-appreciate Vegas, at least for a couple of hours.
The hype around Meow Wolf’s new Omega Mart installation is huge.
Described as an “interactive, mind-bending art experience bursting into surreal worlds and unexpected landscapes”, visitors are invited to explore a supermarket that conceals hidden doors and passages into an unfolding story behind (no storyline spoilers, I promise).
The intriguing website, punchy marketing and most of the reviews I had read fuelled my initial excitement. When I dug a little deeper and learnt that Brian Eno was one of the contributors, my expectations went through the roof. I jumped in an Uber and headed for Area 15.
Omega Mart is housed at Area 15 (see what they did there?) which is a futuristic, immersive theme park with a huge projection-mapped skull (very cool for selfies), loads of VR-based rides and gaming pop-ups (loads to try if you’re feeling flush), a skyrail that zips you around the roof attached to a harness (kind of pointless but this is Vegas so it made sense), shops offering cyber punk and neon apparel, and black light-activated gadgets and toys (think Vegas does Blade Runner and be forgiving).
My account of the experience is based on a 90-minute visit. If, like me, you love the detail and suffer from FOMO, then give yourself at least three hours.
