Tyra Banks has announced plans for what she calls a “first-of-its-kind experiential attraction” – a fantasy version of the world of modeling created using state-of-the-art interactive entertainment, creative collaborations, curated retail, dining and special events.
Banks, who first made her name as one of the most successful models of all time, describes the plans for the new visitor attraction as her “ultimate dream”.
Called ‘Modelland’ (the same name as Banks’ 2010 New York Times Best Seller young adult novel) the concept is something Banks has been working on for more than a decade.
“Modelland will awaken your childlike glee by entertaining and educating in unexpected ways that will make learning about oneself fierce and fun. I want people to feel seen and validated,” she says.
“We’ll build a new world of storytelling and adventure in a grand, fantastical, physical place where all expressions of beauty are celebrated. Visitors will be invited to redefine what a model really is and to be dream versions of themselves.”
Set to open in late 2019, the 21,000sq ft (2,000sq m) attraction is coming to Santa Monica Place – an open-air shopping, dining and entertainment destination near the beach in Santa Monica, California. This will be the first of many Modelland attractions, which are set to open in similar destinations worldwide as part of a major expansion.
“Modelland will provide the tools for visitors to embrace, adorn and celebrate their own unique beauty,” says Banks. “It’s all about celebrating your ‘flawsome’ self. We are fun. We are fierce. We are fantasy. And, we are for real.”