Arcadia Earth is Shaping the Future of Climate Education with Immersive Art Experiences
Voices: An Interview with Craig Perlmutter, Arcadia Earth Toronto
Over here at Climate North, we’ve been having conversations with some of the most forward-thinking leaders in the climate space — conversations that are too important and too inspiring to keep within closed circles. So we’re opening the doors and bringing you along. Welcome to Voices. This isn’t just about storytelling; it’s a call to action, a community of ideas, and a reminder that the future we dream of is one we build together.
This edition of Voices features a conversation with Craig Perlmutter, President of Arcadia Earth Toronto, the city’s immersive art-meets-environment experience. His detail-oriented, hands-on leadership merged with enthusiasm toward the outdoors, entertainment, hospitality, education and outstanding customer service provides the exhibit's first Canadian location with a perfect leader.
Arcadia Earth is a multi-sensory journey that combines creative art installations and exciting technology to inspire visitors to take action towards a more sustainable future. This immersive experience showcases the beauty of our planet and the impact of human actions on the environment.
Arcadia Earth is offering the Climate North community an exclusive discount code, to receive 15% off Regular Tickets. Use promo code NORTH15.
*Code valid until June 30, 2025.
Tell us about Arcadia Earth and how it all got started?
The story of bringing Arcadia Earth to downtown Toronto begins with an unexpected twist that changed everything. In February 2020, just minutes before the world would be turned upside down by COVID, I wandered into a version of the Arcadia Earth exhibit in New York City. I was only in town for 24 hours, primarily there to watch my beloved Toronto Maple Leafs take on the Rangers that night.
Hockey has always been woven into the fabric of my life. I grew up in Toronto, where the sport shaped my childhood alongside family and school. It taught me discipline, teamwork, leadership, and resilience, qualities that carried through to university, where I played college hockey, and went on to work for two professional teams after graduating. Without my lifelong love for the game, I might never have stumbled upon this inspiring, immersive experience. That hour-long visit in New York planted a seed. And today, that seed has grown into Arcadia Earth Toronto.
Arcadia Earth is downtown Toronto’s newest immersive exhibit, launched by my team in December 2023. It’s a powerful, multi-sensory journey that blends stunning art installations with cutting-edge technology, designed to ignite curiosity and inspire action. As guests explore the beauty of our planet and confront the impact of human behavior on the environment, they’re encouraged to embrace small, everyday changes that collectively make a big difference. Our mission is simple yet urgent: to spark hope, empower individuals, and invite everyone to be part of the solution towards a more sustainable future.
What is the mission that Arcadia Earth is on? What problem are you looking to solve?
We’re on a mission to inform, inspire and activate our visitors to make small, simple changes to their everyday lives to help protect and restore our planet. While corporations and governments around the world need to do their part, there’s plenty individuals can do to help. Our visitors can adapt simple changes at home, but they can also inspire their families, workplaces and communities to also do the same, not to mention the impact they can have with their votes.
As visitors begin their journey through Arcadia Earth, they are immediately immersed in a multi-sensory experience powered by our proprietary augmented reality app. Using their phones or ipad, they scan select markers throughout the space — and suddenly, the static transforms. Coral reefs bloom, forests breathe, and ocean creatures swim across walls. The rooms come alive, blending art, technology, and storytelling to provoke emotion, spark curiosity, and deepen the connection to our planet.
Each room offers a unique way to engage and inspire visitors, not only through immersive storytelling but by providing tangible ideas for more sustainable choices in their everyday lives—tailored to the theme of the room. For example, in our plastic-focused room, visitors learn about the staggering amount of plastic waste generated globally, how long it takes to decompose, and the alarming presence of microplastics in our food and water. We translate these facts into accessible actions—like reducing single-use plastic bottles, cutlery, and shopping bags—helping visitors walk away empowered, not overwhelmed. To deepen the experience, we offer a digital extension at the end of the exhibit: YourActionsMatter.ca, a companion website where guests can explore each topic further, especially those that personally resonate.
Why do you believe it’s important for people to be aware of this problem and have access to a business like yours?
Over the past 16 months – and with more than 130,000 visitors through our doors – one thing has become clear: people want to make a difference, they just don’t always see how their small actions can have a real impact. That’s where our experience comes in. In a world that feels increasingly complex, we offer more than just a visually stunning escape. We provide a space where people of all ages can learn, reflect, and feel empowered. It’s that blend of inspiration, education, and entertainment that makes Arcadia Earth truly meaningful.
What projects and/or products are you excited about expanding on in 2025?
We just launched a new projection mapping room for Earth Month after holding a Call to Canadian Digital Artists a few months ago. Being able to put Canadian artists in the spotlight is amazing and we’re thrilled to try to work with many others from the 22 submissions we received on upcoming projects as well.
The range of incredible events and activations we’re able to host keeps growing every day. It’s been amazing to share our one-of-a-kind location and customizable exhibit spaces with those hosting events here. We've already welcomed so many unique and creative gatherings—and there are plenty more on the horizon this year.
Can you tell us about some recent success stories or breakthroughs in the work you are doing?
Our team takes great pride in the heartfelt feedback we receive from visitors. While we know no experience can resonate with everyone, the vast majority leave feeling inspired—especially by the interactive nature of each room and the emotional connection it fosters. Visitors who fully explore our proprietary augmented reality app often come away with a deeper understanding of the environmental issues we present, as the technology brings each room vividly to life with immersive, educational content.
One of our proudest milestones from our first year was a partnership with WWF-Canada, where we helped amplify their 10-year mission, Regenerate Canada. Through this collaboration—and thanks to our incredible guests—we were able to donate over $160,000 to support their vital conservation work. It was a powerful example of how immersive storytelling can drive both awareness and real-world impact.
What are common challenges that you encounter in your industry and while growing your business?
We’re proud to be part of a new and growing community at Front and Spadina, inside a vibrant space called The Well. While it’s easy to find and accessible from all over the city, The Well is still a hidden gem for many Torontonians, which has been a bit of a challenge. But we’re working hard to establish Arcadia Earth as one of the must-see experiences in downtown Toronto. With so many incredible things to do in the city, we’re focused on growing our presence both online and organically through word of mouth.
The other challenge to our mission is that for most people, selling “the environment” isn’t sexy or exciting, well not until they actually get into our space. So we need to actually sell the entertaining, unique, immersive experience as well as the amazing technologies and large-scale art installations to get people inside. Then, through our visual storytelling, we inspire our visitors to hopefully activate as many of them as possible towards making small changes towards a cleaner, greener lifestyle.
What motivates you to keep pushing forward?
There are so many individuals, businesses, and organizations doing fantastic work to help our planet. Being able to find more stories to tell over the years is a big motivating factor to keep pushing the dial to attract more and more people. The search for more of these important stories to tell in a creative and meaningful way is endless.
We’re living in an increasingly complex world—especially when it comes to navigating political landscapes and systems of power. While it’s clear that governments and large corporations must play a critical role in addressing global challenges, my visit to New York that February reminded me of something just as important: the power of individual action. As citizens of this planet, we each have a part to play. What motivates me—and our entire team—is knowing that we’re inspiring hundreds of thousands of visitors to take action in their own lives, and to carry that momentum into their families, communities, workplaces, and social circles.
Climate North is all about bringing people together to encourage real time action. How can individuals, communities and/or other organizations support your efforts?
Come experience it for yourself and spread the word. Bring your family, friends, classrooms, coworkers, corporate teams, dates, and even your grandparents! Every visit helps us share our mission with more people and strengthens the movement toward a more sustainable future.
If you wanted people to walk away remembering one thing about the work you’re doing, what would you want it to be?
As I mentioned earlier, people genuinely want to do more and be better, but it’s those powerful “a-ha” moments, sparked by large-scale art and immersive technology, that truly move them to action. Every visitor we reach amplifies our mission. The more people we inspire, the stronger our impact becomes, and the closer we get to driving meaningful change.
Where can people stay in-the-know about Arcadia Earth?
Our social media team does an incredible job bringing Arcadia Earth to life online, highlighting the magic of our exhibit while keeping our community in the loop on new initiatives, special events, and more. Stay connected and inspired by following us on Instagram and be sure to join our mailing list through our website if you haven’t already.
This interview was hosted and edited by Chloe D’Agostini.