Atari Hotels and Intersection Development are creating a new frontier of experiential entertainment. Construction on the long-anticipated Phoenix flagship, located at 840 N. Central Ave. in Phoenix on an acre-plus site, is slated to begin in late 2026.
Räkkhaus, an international architecture and design studio with offices in Phoenix, Dallas, and Helsinki, has revealed updated plans and features. The design of Atari Hotels Phoenix draws from the visual language of “Tron” and “Blade Runner” — the energy, color, and architecture of those imagined futures. The building is conceived as a glowing monolith of light and motion, rising from Downtown Phoenix’s Roosevelt Row Arts District like a digital beacon and a symbol of a new era for the city.
The property will be an entertainment destination with more than 90,000 square feet of experience-driven spaces, including a 20,000-square-foot, 2,000-person concert and event center, an esports venue with a 10,000-square-foot sports book, and multiple immersive environments that merge gaming, music, and nightlife. Additional amenities include several restaurants, retail spaces, and an oversized pool designed for high-energy parties and gatherings.
“Our goal was to fuse architecture with interaction — not themed design, but pure spatial innovation,” said Zac Cohen, creative director at Räkkhaus. “A tower defined by motion, responsive surfaces, and a frame that glows with its own internal logic. This is placemaking at a new scale, a building that will be truly unique in the world. Phoenix is embracing bold ideas, and this project was built to push the edge of what that can be.”
Subtle references to classic games — from Atari’s Asteroids and Pong to Nintendo’s Tetris appear throughout the design. The façade’s fractured patterning echoes pixel grids, while interior light bands create kinetic pathways like arcade circuitry. The iconic Atari logo has been re-envisioned and stretched to the sky, transforming into a bold, luminous symbol visible across the district.
A defining spatial feature of the building will be an LED-lit breezeway that slices through the tower’s base — a programmable, immersive passage that serves as both an entry and a performance canvas. Wrapped in dynamic, reactive LED panels, it will shift in color, rhythm, and motion, syncing with events, seasons, or time of day. This urban portal forms an active link between the city and the hotel’s inner world.
Even the hotel room count carries meaning: 19 suites and 72 rooms, symbolizing 1972, the year Atari was founded. The penthouse will be a 4,000-square-foot Baller Suite with a private pool, spa, and sun deck, built to host world-class artists, athletes, and cultural icons.
Another unique component: fans, gamers, and the community will have the opportunity to own a piece of the hotel through a Regulation A Tier Two equity offering. A minimum investment of $500 grants access to exclusive experiences. For more information, visit invest.atarihotels.com
The design of the Atari Hotels Phoenix expresses play as architecture — a collision of nostalgia and innovation, analog and digital, light and shadow, creating spaces full of energy, liveliness, and excitement.
To learn more, visit atarihotels.com.
