The skyline of downtown Atlanta is poised for a transformative shift as AMP Up1 Hospitality, the visionary group behind the critically acclaimed and award-winning "Your 3rd Spot," unveils its most ambitious project to date. "The Looking Glass," an immersive, multilevel social destination, is set to anchor the revitalization of the former CNN Center—now rebranded as "The CTR" (The Center). This landmark project represents a significant evolution in the "eatertainment" sector, blending high-concept storytelling with premium hospitality and interactive technology.

As Atlanta prepares to take the global stage during the 2026 FIFA World Cup, The Looking Glass stands as a symbol of the city’s post-tournament future. With construction slated to begin immediately following the World Cup and a grand opening scheduled for the second quarter of 2027, the venue is expected to become a cornerstone of Atlanta’s sports, convention, and entertainment district.

Main Facts: A New Pillar of Atlanta Hospitality

The Looking Glass is not merely a restaurant or a gaming lounge; it is a meticulously curated "living world" designed to accommodate over 1,000 guests simultaneously. Occupying the storied space of the former CNN Studios, the venue will offer sweeping views of Centennial Olympic Park, bridging the gap between Atlanta’s historical landmarks and its future as a hub for immersive technology.

According to AMP Up1 Hospitality, the project will generate approximately 200 new jobs in the downtown area, providing a significant boost to the local economy. The venue’s design philosophy centers on "discovery," utilizing a proprietary "Curiosity Card" system that allows guests to interact with their environment in unprecedented ways. From elevated carnival-style games and European-inspired nine-pin bowling to "The Hall of Illusions," every square foot of the facility is being engineered to foster human connection through play.

The project is a collaboration between AMP Up1 and a handpicked group of global creative partners specializing in themed environments and sensory storytelling. This "dream team" of designers is tasked with turning the multi-level studio space into a labyrinth of hidden discoveries and social hubs.

Chronology: From News Hub to Social Epicenter

The journey toward The Looking Glass is inextricably linked to the broader evolution of the Atlanta cityscape. To understand the significance of this project, one must look at the timeline of the site and the developers involved.

The Legacy of the CNN Center

For decades, the CNN Center served as the global headquarters for the world’s first 24-hour news network. It was a beacon of media power and a major tourist draw. However, following Warner Bros. Discovery’s decision to move CNN operations to the Techwood campus, the massive complex was acquired by CP Group.

The Birth of "The CTR"

In recent years, CP Group began the arduous task of reimagining the iconic structure. Rebranded as "The CTR," the facility is being transformed into a mixed-use destination that integrates office space, retail, dining, and high-end entertainment. The Looking Glass was selected as the flagship entertainment tenant, chosen for its ability to draw both locals and the millions of tourists who visit the adjacent Georgia World Congress Center and State Farm Arena.

The FIFA Catalyst

The timing of the project is strategic. Atlanta is one of the host cities for the 2026 FIFA World Cup, an event expected to bring an unprecedented influx of international visitors. By scheduling construction to begin after the tournament, AMP Up1 Hospitality ensures that the site remains available for the 2026 festivities while allowing for a focused, uninterrupted build-out starting in late 2026. This leads to the anticipated Q2 2027 opening, positioning The Looking Glass as the "next big thing" once the World Cup dust has settled.

Supporting Data: Engineering the Guest Experience

The Looking Glass is built on a foundation of data-driven hospitality. AMP Up1 Hospitality has utilized the success of their first venture, Your 3rd Spot, to refine the "Social Entertainment" model.

The Curiosity Card and Quest

At the heart of the guest journey is the Curiosity Card. More than just a payment method or an access pass, this card tracks a guest’s progress through the Curiosity Quest—a venue-wide scavenger hunt. The quest is designed to be "repeatable," meaning that the clues, interactions, and "secret" reveals change over time, encouraging guests to return.

Attractions and Capacity

  • Capacity: 1,000+ guests across multiple levels.
  • Employment: ~200 full-time and part-time roles.
  • Gaming: Custom tabletop games, nine-pin bowling (a traditional European variant rare in the U.S.), and the "Hall of Illusions"—an immersive art installation.
  • Events: The venue includes flexible private event spaces designed for corporate buyouts, brand activations, and social celebrations like bachelor/bachelorette parties.

Culinary Innovation

The food and beverage program at The Looking Glass is divided into two distinct pillars:

  1. Tea Time: A modern, high-energy take on the traditional afternoon tea. It focuses on celebratory social gatherings, offering both sweet and savory items paired with artisanal cocktails or zero-proof drinks.
  2. Ember Market: An upscale culinary hub featuring shareable plates. The menu highlights a fusion of Southern influence and global flair, featuring items such as:
    • Westside Lemon Pepper Shrimp (a nod to Atlanta’s culinary staples)
    • Spicy Tuna Crispy Rice
    • Midnight Beignets
    • Brown Butter Tea Cake
    • Raspberry Rose Macarons

Official Responses: The Visionaries Speak

The leadership at AMP Up1 Hospitality views The Looking Glass as the culmination of their collective careers in the hospitality industry.

Josh Rossmeisl, Founder and Chief Vision Officer of AMP Up1 Hospitality, emphasized the emotional resonance of the project. “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.”

Rossmeisl’s philosophy centers on the concept of "The Third Spot"—the place between home and work where people find community. By integrating "discovery" as a core mechanic, he believes the venue will transcend the typical arcade or bar experience.

Doug Warner, Co-Founder and Chief Solutions Officer, highlighted the versatility of the venue’s programming. “What excites me most is the range of experiences we are curating for adults,” Warner said. “We searched for activities that create different kinds of connection, from competitive play and hands-on challenges to immersive spaces, hidden discoveries, and moments guests can simply wander into. The Looking Glass is being designed so the night can shift with the people you are with and the mood you are in.”

Implications: A Catalyst for Downtown Revitalization

The announcement of The Looking Glass has profound implications for the future of downtown Atlanta and the broader hospitality industry.

1. The Revitalization of Downtown

For years, downtown Atlanta has struggled with "activation" outside of major sporting events. The transformation of the CNN Center into The CTR, anchored by a destination like The Looking Glass, provides a 365-day-a-year draw. Its proximity to the Georgia World Congress Center makes it an ideal "after-hours" hub for convention-goers, potentially capturing millions of dollars in delegate spending that might otherwise leave the downtown core.

2. The Evolution of "Eatertainment"

The Looking Glass represents a shift in the "eatertainment" trend from simple "bar-plus-games" to "immersive world-building." By hiring creative partners from the themed entertainment and sensory storytelling industries, AMP Up1 is signaling that the future of hospitality lies in narrative-driven experiences. This moves the industry closer to the "themed attraction" model seen in Disney or Universal parks, but tailored for an adult, social audience.

3. Demographic Flexibility

By operating as a family-friendly space during the day and shifting to a "strictly 21 and older" environment in the evening, The Looking Glass maximizes its utility. This dual-model approach allows it to serve the daytime tourist and family market while becoming a premiere nightlife destination for Atlanta’s young professionals and socialites.

4. Economic Multiplier

The creation of 200 jobs and the utilization of a massive, vacant footprint in a prime location will serve as an economic multiplier. The success of The Looking Glass could spur further investment in The CTR, attracting high-end retail and boutique office tenants who want to be near the "energy" of the venue.

Conclusion: A New Chapter for Atlanta

As 2027 approaches, all eyes will be on the former CNN Studios. The Looking Glass promises to be more than just a place to grab a drink or play a game; it is an ambitious attempt to redefine the "social destination" for a modern era. By prioritizing curiosity, storytelling, and high-quality hospitality, AMP Up1 Hospitality is not just filling a space in a building—they are creating a new heart for downtown Atlanta. In the shadow of the 2026 World Cup, The Looking Glass may well become the enduring legacy of Atlanta’s mid-decade metamorphosis.