The landscape of downtown Atlanta’s entertainment district is poised for a significant transformation as AMP Up1 Hospitality, the visionary group behind the award-winning "Your 3rd Spot," officially announced its most ambitious project to date: The Looking Glass. This new immersive social destination will be situated within The CTR (pronounced "The Center"), the iconic mixed-use development formerly known as the CNN Center. This move marks a pivotal moment in the redevelopment of Atlanta’s urban core, repurposing one of the city’s most recognizable architectural landmarks into a multilevel hub for interactive play, high-end culinary experiences, and social connectivity.
Construction for the massive project is scheduled to commence following the conclusion of the 2026 FIFA World Cup, a strategic timing that allows the city to clear the international spotlight before breaking ground on the venue’s sophisticated interior. The Looking Glass is currently slated for an official opening in the second quarter of 2027. By transforming the former CNN Studios—spaces that once broadcast global news to millions—into a venue designed for over 1,000 guests, AMP Up1 Hospitality is not only revitalizing a physical space but also injecting significant economic energy into the district. The project is expected to create approximately 200 new jobs, ranging from hospitality management and culinary arts to technical roles in immersive design and interactive entertainment.
A New Vision for the Historic CNN Center
The CTR, managed by CP Group, represents a broader effort to reimagine the former CNN Center as a premier destination for culture, work, and community. The Looking Glass will serve as an anchor tenant for this transformation, occupying a premier position overlooking Centennial Olympic Park. The venue’s location places it at the epicenter of Atlanta’s most high-traffic zones, including the Georgia World Congress Center, State Farm Arena, and Mercedes-Benz Stadium.
Historically, the CNN Center served as a fortress of media and news production. The shift toward "The CTR" signifies a transition from a corporate-centric environment to a community-focused "third space." For AMP Up1 Hospitality, the choice of location was deliberate. The company’s philosophy revolves around creating spaces that exist between home (the first spot) and work (the second spot). By taking over the former studios, The Looking Glass will utilize the dramatic verticality and unique architectural footprints of the television production era to create a multilevel journey that blends physical reality with digital and artistic illusion.
Josh Rossmeisl, Founder and Chief Vision Officer of AMP Up1 Hospitality, noted that the project is the culmination of decades of industry experience. "The Looking Glass is the kind of project our team has spent decades preparing to build," Rossmeisl stated. "It brings together story, hospitality, play, food, beverage, sound, light, and discovery inside one of Atlanta’s most recognizable spaces. We are building a place that gives people a reason to be present with each other and a reason to come back with someone new."
The Immersive Experience: Beyond Traditional Entertainment
At its core, The Looking Glass is designed to transcend the traditional "eatertainment" model. While many modern venues offer arcade games or bowling as a secondary feature to food, The Looking Glass integrates play into a cohesive narrative structure. Central to this guest journey is the "Curiosity Card," a proprietary access tool that facilitates interaction throughout the venue. Unlike standard magnetic-stripe arcade cards, the Curiosity Card is designed to track progress, unlock "hidden" layers of the venue, and personalize the guest experience.
The venue’s attractions are categorized by their ability to foster different types of social connection. One of the standout features is the "Hall of Illusions," an immersive art installation designed to challenge perception through the clever use of mirrors, lighting, and digital mapping. For those seeking competitive play, the venue will offer elevated carnival-style games and nine-pin bowling, a variant of the game deeply rooted in European tradition that offers a distinct social rhythm compared to standard American ten-pin bowling.
Furthermore, the "Curiosity Quest" acts as a venue-wide scavenger hunt. This experience is woven into the architectural fabric of the space, requiring guests to look for visual clues, secret interactions, and story-based surprises. According to Doug Warner, Co-Founder and Chief Solutions Officer of AMP Up1 Hospitality, the goal is to provide a range of experiences that cater to different moods. "The Looking Glass is being designed so the night can shift with the people you are with and the mood you are in," Warner explained. "We searched for activities that create different kinds of connection, from competitive play and hands-on challenges to immersive spaces and hidden discoveries."
Culinary Innovation: Tea Time and Ember Market
A critical pillar of The Looking Glass is its upscale food and beverage program, which aims to match the sophistication of its entertainment offerings. The culinary team has developed two primary concepts within the venue: Tea Time and Ember Market.
"Tea Time" is a modern reimagining of the classic afternoon tea ritual. Far from being a quiet, traditional affair, this experience is designed to be high-energy and celebratory. It will feature a curated selection of savory and sweet offerings paired with signature cocktails and zero-proof drinks. The program is specifically tailored for group celebrations, such as birthdays, bachelor/bachelorette parties, and upscale date nights, providing a social ritual that transitions seamlessly into the evening’s activities.
"Ember Market" serves as the venue’s primary dining destination, focusing on upscale share plates and artisanal pastries. The menu highlights the culinary team’s commitment to bold flavors and visual presentation. Notable menu items revealed in the announcement include Westside Lemon Pepper Shrimp—a nod to Atlanta’s local culinary culture—alongside Spicy Tuna Crispy Rice, Midnight Beignets, and Brown Butter Tea Cakes. The beverage program is equally robust, offering a mix of "celebratory" cocktails and "zero-proof" options to ensure inclusivity for all guests.
Strategic Timing and Economic Impact
The decision to begin construction after the 2026 FIFA World Cup is a masterstroke of urban logistics. Atlanta is one of the host cities for the world’s largest sporting event, and the downtown area will be under intense global scrutiny and high-capacity traffic during that period. By waiting until the conclusion of the tournament, AMP Up1 can ensure that the construction process does not interfere with the city’s international obligations while positioning The Looking Glass to capture the post-World Cup momentum in tourism and local interest.
The economic implications for downtown Atlanta are substantial. The creation of 200 jobs contributes to the city’s ongoing effort to revitalize the central business district, which has seen a shift in occupancy patterns since the pandemic. Furthermore, the venue’s proximity to over 10,000 hotel rooms and the Georgia World Congress Center makes it a prime candidate for the lucrative convention and corporate events market. The Looking Glass is being built with "flexible layouts" specifically to accommodate brand activations, corporate receptions, and large-scale team-building events.
Broader Context: The Rise of Experiential Hospitality
The announcement of The Looking Glass comes at a time when the hospitality industry is seeing a massive shift toward "experiential" models. Traditional retail and dining are increasingly being replaced or supplemented by concepts that offer a "reason to go out" that cannot be replicated at home. AMP Up1 Hospitality has already proven this model with "Your 3rd Spot," which has received numerous accolades for its innovative approach to social gaming and high-quality dining.
Industry analysts suggest that the success of such venues lies in their ability to foster genuine human connection in an increasingly digital world. By incorporating sensory storytelling and interactive design, The Looking Glass addresses a growing demand for "analog" experiences enhanced by modern technology. To achieve this, AMP Up1 has assembled a global team of creative partners with expertise in themed environments and sensory storytelling, ensuring that the venue’s aesthetic—characterized by "premium design and thoughtful service"—meets the high expectations of modern consumers.
Operational Hours and Inclusivity
While The Looking Glass is designed to be a sophisticated social club, it maintains a level of inclusivity through a bifurcated operational model. During the day, the venue will welcome families, locals, and tourists of all ages, though guests under 18 must be accompanied by a guardian. This allows the venue to serve as a daytime destination for discovery and play.
However, as evening approaches, the atmosphere will shift. The venue will transition into a strictly 21-and-older environment, focusing on adult social interaction, elevated nightlife, and a high-energy social scene. This dual-purpose model maximizes the venue’s utility and ensures that it remains a vibrant part of the downtown ecosystem throughout the day and night.
Conclusion: A Milestone for Atlanta’s Urban Core
The Looking Glass represents more than just a new restaurant or gaming center; it is a symbol of Atlanta’s evolving identity. As the city continues to grow as a global hub for sports, film, and technology, its entertainment offerings must evolve in tandem. By taking a site with the historical weight of the CNN Center and turning it into a forward-looking "world of its own," AMP Up1 Hospitality is helping to define the future of the American downtown experience.
As 2027 approaches, the city will look toward The CTR as a bellwether for urban redevelopment. With its blend of culinary excellence, innovative technology, and a commitment to storytelling, The Looking Glass is set to become a cornerstone of Atlanta’s social fabric, providing a permanent home for curiosity and connection in the heart of the South.
