A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick Mansion has created a new destination that combines live magic, immersive theatre, dining and private membership under one roof.

The Hand & The Eye occupies the 36,000sq ft (3,345sq m) landmark building at 100 East Ontario Street, where visitors move through a series of intimate performance spaces, lounges, bars and dining rooms as part of a curated three-hour journey designed to reveal surprises around every corner.

The project has been designed by acclaimed architect David Rockwell and his team at Rockwell Group, who spent five years reimagining the mansion around the traditions of close-up Chicago magic. Rather than creating a conventional theatre, the designers restored the building to a more residential scale, allowing performances to unfold throughout a sequence of interconnected rooms, hidden passageways and secret spaces.

More than 37 rooms have been adapted to host magical encounters, ensuring that each visit follows a different path. Alongside ticketed performances, the property also incorporates restaurants, cocktail bars and exclusive areas reserved for members, creating a business model that blends entertainment with premium hospitality.

David Rockwell said: "We wanted to tap into Chicago's rich history of performance and innovative architecture. By layering the past and present, our design creates an experience that's immersive and intimate, bringing people together to share moments of wonder that can only happen in real time."

Originally built in 1895, the McCormick Mansion has served a variety of purposes during its history, including as a private residence, casino, restaurant and, most recently, Lawry's The Prime Rib steakhouse. Its latest incarnation preserves much of the building's historic character while introducing purpose-built environments developed in collaboration with professional magicians.

The concept was created by Chicago entrepreneur and lifelong magician Glen Tullman, who partnered with Rockwell Group to develop a destination that celebrates the city's long association with magic while offering visitors a contemporary blend of performance, food, drink and social experiences.

The opening reflects a broader shift towards immersive entertainment, as operators seek to create destinations where visitors become active participants rather than passive audiences. Organisations such as Meow Wolf, Wake The Tiger and Wondr Experience have demonstrated growing demand for experiential attractions, while productions including Sleep No More have shown how audiences increasingly value experiences that blur the boundaries between theatre, culture, hospitality and visitor attractions.