Cosm, a global leader in experiential media and immersive technology with roots in Dallas, will build its second public entertainment venue in Grandscape in The Colony, bringing entertainment to life through its cutting-edge technology that seamlessly bridges the gap between virtual and physical reality.
The company was formed in 2020 by Dallas-based Mirasol Capital through a series of acquisitions of spatial computing, custom design, engineering and immersive video production companies. It has an office on the Old Parkland campus where Mirasol is headquartered.
Steven Winn, CEO of Mirasol Capital and majority owner of Cosm, teased the announcement of the Grandscape venue earlier this month at a Venture Dallas event.
“Led by CEO Jeb Terry, Cosm is leveraging its technology to create a new category of immersive entertainment called ‘Shared Reality’ and is working with partners worldwide to stream live content to both physical venues and virtual worlds” , said Winn in a statement. “We’re just getting started and have plans to open venues around the world.”
Local venue will follow a first at Hollywood Park in Los Angeles
Earlier this year, Los Angeles-based Cosm unveiled plans to build its first Los Angeles public venue at Hollywood Park, adjacent to SoFi Stadium and the Intuit Dome.
Because of its roots in Dallas, opening a venue in north Texas has been in the company’s plans from the start, the company said.
“Dallas and North Texas are in Cosm’s DNA,” said Jeb Terry, Cosm CEO and president, in a statement. “Not only is the area experiencing explosive growth, I’m from Dallas and have family there. We have always viewed a North Texas location as the central anchor for our business. There is an incredible opportunity to grow alongside the Colony community and we are proud to call Grandscape ‘home’ for our second venue.”
Cosm will expand Grandscape’s attractions
Grandscape is known as the home of the Nebraska Furniture Mart as well as other retail, entertainment and food destinations.
Upon completion, Grandscape will be one of the largest and most unique mixed-use real estate developments in the United States. Spread over more than 400 acres, it expects millions of visitors each year for its retail, entertainment, residential, dining and other attractions.
Cosm said it will be in the heart of Grandscape’s entertainment district next to the popular outdoor stage and lawn.
“We are excited to have Cosm join the Grandscape family. This innovative venue will delight visitors with a truly unique, immersive experience,” said Grandscape President Jeff Lind in a statement.
Immersive content from live sports to experiential events, art, music and more
Designed by Dallas-based architects HKS, Cosm’s second venue will be home to Cosm’s proprietary technology, allowing guests to directly experience immersive content across a variety of programming categories, including live sports and entertainment, experiential events and immersive art, music and more.
“We have been very fortunate to design and design the venues and physical environments for every major sports franchise in the DFW market. Adding our partnership with Cosm to this list is truly special as this new venue will host fully immersive, virtual environments,” said Mark A. Williams, FAIA and global director of venues for HKS, in a statement. “Cosm offers unparalleled content through live sports, music and entertainment. Consumers will be embedded in these events without having to travel to them, which is a fantastic evolution of the fan experience.”
The idea for Cosm came about at a wedding
Winn, founder of Richardson-based RealPage, said at the Venture Dallas event that his relationship with Terry grew out of their attending a wedding in San Diego.
“One of my son’s friends, Jeb Terry, was at the wedding,” Winn said at the Venture Dallas event. “Jeb is a former NFL football player and founded a streaming broadcasting company which he sold to Fox Sports. I spoke to Jeb and we started talking about the potential of immersive entertainment and new forms of entertainment.”
Winn said this led to the purchase of the world’s largest planetarium company because “we were intrigued by the dome.”
He said visitors have to look at the projection map in the dark, which is not good.
“We started imagining what that would look like if we switched it to LED so you could see it during the day, and it would be a lot clearer, and we rotated the dome on either side,” Winn said at the Venture Dallas event . “We then believed that we could put you in the front seat of a live stream of NFL, NBA, UFC, European football, cricket and you couldn’t say you weren’t there.”
Test facility was built in Utah
The company then built a test facility in Salt Lake City, Utah.
“And we’ve taken, I estimate, almost 2,000 broadcasters and REIT owners and people from big screen theaters through this process,” Winn said at the Venture Dallas event. “Everyone without exception agrees that this is a new form of experiential, immersive education and entertainment.”
In building its new business venture, Cosm is drawing on its 75 years of experience in building the largest and most prestigious planetariums around the world.
Mirasol Capital is an investment firm pursuing unusual opportunities in real estate, technology and entertainment that are reinventing the way we live, work and play.
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