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    From ice cream to illusions, immersive attractions are here to stay, and they’re one of the brightest spots in retail

    by Brian J. Rogal, Chicago Tribune Sep 21, 2023 4 minutes
    Visitors exit the Medieval Torture Museum at 177 N. State St., in Chicago on Sept. 13, 2023.

    Several years ago, immersive experiences showcasing popular artists such as Prince and Vincent van Gogh began popping up around Chicago, putting life back into the streets and filling once-vacant storefronts.

    It was unclear whether immersive-style attractions, which allow guests to interact with the exhibits around them, were a passing fad or here to stay.

    But most are still going strong, and today they represent one of the brightest spots in the Loop’s retail sector.

    The Museum of Illusions Chicago, an interactive exhibit that presents dozens of optical illusions, just signed a deal expanding into a vacant storefront next to its location at 25 E. Washington St. in the Loop.

    The expansion takes over space once occupied by a clothing retailer,

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