A peek at Orlando-bound Arte Museum (Watch out for that waterfall)
NEW YORK — I’m standing in a room in which a waterfall cascades from the heavens and pours by extending down past my feet into … well, the inky blackness of forever.
Obviously this isn’t real. But it’s sure disorienting. A woman walks by and reaches out her hand as if to steady herself. I understand the feeling.
I’m standing in the “Waterfall Infinite” room of the Arte Museum in New York City. “Experience the spectacular moment of standing in a gravity-defying and surreal space,” the entrance sign reads. That is the effect.
I am taking time away from my normal New York haunts on Broadway to check out the Arte Museum because one has been announced for Orlando. Korean company d’strict is planning to bring its immersive-art concept to International Drive’s ICON Park in 2027.
The first Arte Museum opened in South Korea in 2020 and has since expanded across Asia and into North America. You can find them in cities such as Hong Kong, Las Vegas and Dubai. But is an Arte Museum actually an art museum?
Well, yes and no. I’m not going to be a snob and say digital creations don’t qualify as art. Of course they do: They express the vision of the creator and inspire some sort of feeling in those who view such installations.
But this experience is a far cry from contemplating the beauty of Old Masters.
The “Waterfall Infinite” installation, for example, uses mirrors to create its illusion; mirrors are liberally used throughout the museum’s different rooms — and, it must be said, with excellent results.

In the “Flower” room, the smell of roses is piped through the air. Digital imagery lets petals swirl and scatter under your feet as you walk. Those who enjoy the lighting effects in the flagstones at Epcot will be delighted by this.
“Wave” traps rushing water in a state of futile rage, with a fresh-water smell in the air. It’s the sound design, though, more than anything else, that makes this particular effect work.
Flowers, waterfalls, waves: Are you sensing a theme? The theme of all the Arte Museums is “Eternal Nature,” with the idea being to use “innovative digital techniques to distill the essence and magnify the raw power, delicacy and grandeur of nature into new artistic value.”

Some would argue the old techniques — plein air painting, photography — illustrate the power and appeal of nature just fine.
But Arte Museum is deliberately trying to go beyond the actuality of nature’s wonder.
“By infinitely expanding real space through mirrored surfaces and infusing scent and sound into each piece, viewers are placed on the boundary between reality and the surreal, heightening their sense of immersion,” d’strict says in its signage.

“Forest” brings a digital stag brimming with flowers, a ghostly white tiger with eerie glowing eyes and more. It’s beautiful but a bit like watching a plotless movie. Nearby, there’s a giant fuchsia and cobalt “Sun” that provides an obligatory photo opportunity.
“Star” is a beautiful take on the mirror trick. Paper lanterns change colors in gorgeously stimulating and relaxing color combinations with the mirrors magnifying the effect’s potency.
In a “Live Sketchbook” room, visitors color their own animals, feed the art into a scanner and then watch their creation come to life in through digital projection. For some reason, a lot of color on my tiger didn’t translate to digital — it’s been a long time since I used crayons; maybe I did it wrong? — but children were squealing with delight to see their artwork become animated.
Arte Museum, an immersive art experience, to open in Orlando’s ICON Park
A “Tornado” room, with a column of mist, felt like a theme-park trick. And, true to theme parks, no one followed the rules about how best to experience the installation. (Walk along the walls, people!)
A final room projects different movies, one a site-specific film called “New York Is Art, Art Is New York.” Each Arte Museum has a similarly themed offering: I found myself trying to imagine what the Orlando version will capture: I-4 traffic? Pub subs? Shamu, is that you?
My finale was a nearly 20-minute video depicting famed artworks from the Musée D’Orsay in Paris. If you’ve been to one of those touring digital Van Gogh experiences, you know the drill: Music, lights, animation and larger-than-life art projected on the walls.

Images by Degas, Monet, Cezanne and other Impressionist masters filled the room — and made me want to see them not digitally but in their physical presence. Ticket to Paris, please!
As you might expect, there’s a gift shop and cafe with snacks and not particularly special specialty cocktails at the exit. All told, I spent 2 hours at New York’s Arte Museum, where regular adult tickets are $50-$65, depending on the day of the week (Saturday is most expensive). If you’re going to be in the neighborhood of Chelsea Piers, get more informatio at newyork.artemuseum.com.
Keep in mind there’s no guarantee any of these specific installations will be part of Orlando’s attraction. And how any of this will translate into Orlando’s tourist market is anybody’s guess. I think tourists will be the primary audience; for me, it was enjoyable but a one-and-done experience.
Could Orlando’s version of the Arte Museum turn me into a repeat customer? We’ll find out in 2027.
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