In the evolving landscape of "eatertainment"—a sector once defined by simple arcade bars and bowling alleys—a new titan is rising in the heart of the American South. Josh Rossmeisl, the founder and Chief Vision Officer of AMP Up1 Hospitality, has announced his most ambitious project to date: The Looking Glass.

Scheduled to anchor the redevelopment of the iconic CNN Center (now referred to as The CTR) in downtown Atlanta, The Looking Glass is more than a restaurant or a gaming hall. It is a 1,000-guest "social playground" designed to bridge the gap between high-concept art installations and premium hospitality. As the industry moves away from transactional dining toward experience-based consumption, Rossmeisl is betting that modern guests are no longer just buying food and drink; they are buying a sense of wonder, discovery, and human connection.

Main Facts: A New Paradigm for Immersive Entertainment

The Looking Glass represents a significant scaling up of the philosophy established by Rossmeisl’s award-winning debut concept, Your 3rd Spot. While the former focused on creating a "third place" between home and work, The Looking Glass aims for a transportive, world-building experience.

The Curiosity Card and The Quest

At the heart of the guest experience is the proprietary "Curiosity Card." This digital-physical hybrid tool acts as a key to the venue’s various layers. It allows guests to unlock elevated gaming modules, interact with immersive art installations, and participate in "The Curiosity Quest"—a venue-wide scavenger hunt designed to reward those who "look closer."

Culinary Innovation: Ember Market and Tea Time

The venue will feature two distinct culinary anchors designed to manage the flow of 1,000 guests while maintaining high-quality standards:

• Ember Market: A high-throughput, quality-focused market offering craft beverages, handcrafted sodas, and quick bites. This format is designed for movement, allowing guests to refuel without interrupting their exploration of the venue.
• Tea Time: A modern reimagining of the classic tea ritual. Designed for groups ranging from two to twenty, this program offers a sophisticated mix of savory and sweet items, designed to drive daytime traffic and celebratory bookings such as birthdays or corporate retreats.

Scale and Versatility

With a capacity exceeding 1,000 guests, the venue is strategically designed to accommodate massive corporate buyouts from the neighboring Georgia World Congress Center while remaining intimate enough for a two-person date night. The transition from a family-friendly daytime environment to a 21+ nightlife energy is managed through shifts in lighting, acoustics, and beverage programming.

Chronology: From ‘Your 3rd Spot’ to the 2027 Debut

The path to The Looking Glass has been one of deliberate, patient growth rather than rapid, haphazard expansion.

• 2021–2024: The Blueprint of Your 3rd Spot: Following the launch of Your 3rd Spot in Atlanta’s Westside, AMP Up1 Hospitality spent nearly four years refining its operational systems. This period served as a laboratory for understanding how Atlantans interact with social gaming and how to build a culture centered on employee ownership.
• The Selection of The CTR: The CNN Center, an iconic piece of Atlanta’s skyline and the former home of global news, was chosen as the site for the new concept. The building’s history of global storytelling provided the perfect thematic backdrop for a concept rooted in discovery.
• The 2026 Pivot Point: Construction is strategically scheduled to begin following the 2026 FIFA World Cup. Atlanta is expected to be a major host city for the tournament, and Rossmeisl’s team chose to wait until after the global spotlight shifts to ensure the construction process does not interfere with the city’s immediate international obligations.
• Q2 2027 Opening: The Looking Glass is slated to open its doors in the second quarter of 2027, marking a new chapter for downtown Atlanta’s revitalization.

Supporting Data: The Economics of Experience

The hospitality industry is currently navigating a period of "selective spending." While general casual dining has seen fluctuations, experiential hospitality is seeing robust growth.

Market Demand and Location Synergy

The Looking Glass is positioned within a high-traffic nexus that includes:

• The Georgia World Congress Center: One of the largest convention centers in the United States.
• State Farm Arena and Mercedes-Benz Stadium: Major draws for sports and entertainment.
• Centennial Olympic Park: A primary hub for tourism.

By catering to these distinct demographics—convention-goers, sports fans, and local families—The Looking Glass aims to maintain high occupancy rates throughout the week, rather than relying solely on weekend "peak" hours.

Operational Math and ROI

Building a 1,000-capacity venue with "premium design" requires a rigorous balance of aesthetics and efficiency. Rossmeisl notes that every design choice must serve multiple purposes. For instance, an immersive art installation is not merely a "photo op"; it must also serve as a wayfinding tool or a crowd-control mechanism to prevent bottlenecks. The ROI is calculated not just on food and beverage margins, but on the "stickiness" of the experience—how long a guest stays and how frequently they return to solve the next part of the "Curiosity Quest."

Official Responses: Insights from Josh Rossmeisl

In discussing the philosophy behind the project, Rossmeisl emphasizes that the "transportive" nature of The Looking Glass is a direct response to the digital fatigue of the modern consumer.

"People are craving more real-world, analog experiences," Rossmeisl stated. "They want to be with other people, feel present, explore, and discover something unexpected. Technology can support that, but the human connection has to remain the point."

When questioned about the risks of building such a massive concept in a changing economic climate, Rossmeisl pointed to the necessity of patience and "delayed gratification." He noted that the success of Your 3rd Spot created opportunities for rapid expansion, but the team chose to wait to ensure the foundational systems were "sharpened."

"Big ideas need more than excitement," he explained. "They need culture, systems, people, capital discipline, and operational discipline. These are not easy places to build or run, but when you invest in the foundation first, you give yourself a real chance to do something special."

Regarding the choice of the CNN Center, Rossmeisl praised CP Group’s vision for the property, noting that their investment in local businesses and a "live-work-play" ecosystem aligns with the ethos of AMP Up1 Hospitality.

Implications: The Revitalization of Downtown Atlanta

The launch of The Looking Glass has implications that extend far beyond the walls of the CNN Center. It serves as a bellwether for the broader revitalization of downtown Atlanta.

1. The Transformation of Downtown

For decades, downtown Atlanta was seen primarily as a business and tourism district that emptied out after 5:00 PM. The arrival of high-concept, permanent social hubs like The Looking Glass suggests a shift toward a more resident-friendly, 24-hour urban core. By providing a "social playground" that appeals to locals as much as tourists, Rossmeisl is helping to redefine the "heart of the city."

2. The Evolution of the "Third Place"

Sociologist Ray Oldenburg’s concept of the "Third Place"—a social environment separate from the two usual social environments of home ("first place") and the office ("second place")—is being updated for the 21st century. The Looking Glass suggests that the modern Third Place must be more than a coffee shop or a park; it must be a "living world" that offers a sense of escapism that the digital world cannot replicate.

3. A New Standard for Corporate Hospitality

By positioning a high-capacity, immersive venue next to a major convention center, AMP Up1 is challenging the standard "hotel ballroom" model of corporate events. The Looking Glass offers a blueprint for how cities can capture more revenue from business travelers by providing "memorable, non-generic" environments for networking and team-building.

4. The "Analog" Trend in a Tech-Heavy World

As AI and digital screens become more pervasive, The Looking Glass leans into the "inversion" of this trend. By rewarding guests for physical exploration and real-world interaction, the concept bets on the enduring value of tactile experiences.

Conclusion

The Looking Glass is a testament to the belief that the future of hospitality lies in the intersection of art, play, and community. While the 2027 debut is still years away, the strategic planning behind the project reflects a shift in the industry: away from the "fast-casual" rush and toward a more durable, system-driven model of experiential entertainment. For Atlanta, The Looking Glass may well be the centerpiece of a new era of urban vibrancy.