Universal Horror Unleashed Expands to Chicago: A Bold New Chapter in Immersive Entertainment
In a city famed for its bold architecture, avant-garde artistry, and deep-seated cultural rhythm, a new kind of thrill is set to rise from the bones of a dormant industrial site. Universal Destinations & Experiences — the themed entertainment division of Comcast NBCUniversal — has announced that Chicago will become the second home for its year-round horror attraction, Universal Horror Unleashed. This marks not only a strategic expansion for the entertainment titan but a groundbreaking milestone: Universal’s first branded venue in the American Midwest.
Horror Finds a Home on Chicago Avenue
Slated for development at the former Tribune Distribution Center, nestled between the dynamic River North and West Town neighborhoods, the Chicago venue reflects a deliberate choice. "We’re excited to bring this bold concept to life in Chicago, a city known for its vibrant culture," said Page Thompson, President of New Ventures at Universal Destinations & Experiences.
The location selection is no accident. With its significant population, deep tourism infrastructure, and rich history in horror and the arts, Chicago offers the perfect ecosystem to foster Universal's most immersive horror offering yet. The new venue will not only awaken the long-quiet space on Chicago Avenue but also extend Universal’s experiential reach well beyond the confines of traditional theme parks.
A Strategy of Scares and Storytelling
As part of a broader growth initiative, the Chicago announcement underscores Universal’s commitment to pioneering new formats that transcend geography. The Horror Unleashed brand represents a bold narrative evolution — combining Universal’s century-old horror legacy with modern-day storytelling ingenuity.
Unlike seasonal haunted houses or episodic Halloween experiences, Universal Horror Unleashed is engineered for permanence. Guests can expect a deeply immersive world packed with terrifying environments, evolving storylines, and signature moments that push the boundaries of fear — all delivered with Universal’s unmistakable polish.
And the terror won’t stop at the fog-filled hallways or jump-scare chambers. Horror will spill over into every corner of the experience, from craft cocktails that dare you to sip to themed culinary bites that look as frightening as they are flavorful. Exclusive merchandise and collectibles will complete the offering, ensuring fans can take a piece of the darkness home with them.
A Global Brand, A Local Impact
Chicago’s installation arrives amidst a series of high-profile launches from Universal Destinations & Experiences. Just last year, the division cut the ribbon on the highly anticipated Universal Epic Universe in Orlando. On August 14, 2025, the brand’s first Horror Unleashed venue will open in Las Vegas — with tickets already available at UniversalHorrorUnleashed.com. In the years ahead, Universal plans to open Universal Kids Resort in Frisco, Texas (2026), and its first European theme park and resort in the United Kingdom by 2031.
Together, these expansions represent a deliberate shift: immersive storytelling as a destination, not just an attraction.