Atari-Themed Hotel Paddles Toward Chicago. But Will the Joy Stick?

If you were the kind of kid who watched WGN-TV and saw commercials for hotel rooms with hot tubs next to a leopard-skinned bed and thought to yourself, “Adults are so silly.  They’re going to get water all over that red shag carpet!” then the hotel of your dreams is coming to Chicago.  True North Studio has announced plans to open an Atari-themed hotel in the Windy City.

The Atari-themed hotel will look absolutely nothing like this.
The Atari-themed hotel will look absolutely nothing like this.

The real estate developer also plans to open seven similar hotels around the country, with the first in its home base of Phoenix.  Groundbreaking for that project is expected later this year.

An actual shelf in our office as we write this. You have to get old.  You don't have to grow up.
An actual shelf in our office as we write this. You have to get old. You don’t have to grow up.

While we freely admit that we still play games on our 1977 Atari 2600 — as recently as last Thursday — it’s been a long time since Atari was a force in the video game industry.  These days it’s headquartered in Paris, not Sunnyvale and makes games for other people’s hardware.

The hotels are described as including, “a state of the art eSport studio, an Atari gaming playground, meeting and event rooms, co-working spaces, restaurants, bars, a bakery, a movie theatre and a gym.”  Atari will get 5% of the revenue from the True North Studio hotels, in addition to a $600,000 signing bonus.

Interestingly, this isn’t the brand’s first go-around with the hospitality industry.  It once had a deal with Club Med for a video game-themed hotel that was very much like the description of the modern-day iteration.

Editor

Author: Editor

Editor founded the Chicago Architecture Blog in 2003, after a long career in journalism. He can be reached at chicagoarchitectureinfo@gmail.com.

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