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The Atari Hotel plans are ludicrousDon’t make me stay in one
Don’t make me stay in one
The Atari you knew and loved is long-dead, and perhaps one day you might sleep inside its corpse. The company currently wearing the skin of Atari have licensed the name to people wishing to build Atari Hotels, who recently revealed their big dreams for sleep-in mausoleums in Las Vegas and Phoenix. They are: big. They are: flashy. They are: absurd. They are also far from open, so don’t go packing your copy of Ready Player One in your Atari-branded backpack with your Pong pyjamas and Centipede toothbrush just yet.
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“Retro enthusiasts, casual and hardcore gamers, content creators, and esports professionals will consider Atari Hotels as a unique place to call their home away from home,” Atari Hotelssaidupon unveiling the new designs on Wednesday. God help us.
Atari Hotels will have retro arcades! A nightclub! A speakeasy! Themed restaurants and bars! VR and AR doodads! An Atari Hotels merch store! The designs look straight out of a sci-fi film, and seem quite unlikely:
The first two are planned for Phoenix and Las Vegas, then Austin, Chicago, Denver, San Francisco, San Jose, and Seattle. Atari Hotels are coming from GSD Group, an “innovation and strategy agency” who’ve signed a licensing agreement with the creature currently wearing the skin of Atari, which is the French company formerly known as Infogrames.
It is wild to me that Atari the brand is evidently still strong when Atari the company are clinging to a thrice-shed skin and a handful of rights while chasing fads likecrowdfunding a new consoleandlaunching a cryptocurrency. I mean, I don’t want to visit a gaming hotel at all, but I especially don’t want to visit one dedicated to this company. But that’s the difference between brands and companies.
