It’s a must-visit in Santa Fe, and after an extended hiatus in 2020, they’ve finally reopened with reduced-capacity and Covid protocols. Martin, the sprawling space holds 70 rooms of hallucinatory, interactive art loosely themed around a mysterious storyline-plus a bar and concert stage for live shows. Opened in a former bowling alley and partly funded by none other than George R.R. Formed in 2008 by a rag tag group of artists trying to make a name for themselves in Santa Fe, the collective made headlines in 2016 with their first permanent installation, The House of Eternal Return. These visionary misfits create whole new worlds, complete with elaborate (hard to follow, totally bonkers) narratives. Saying that Meow Wolf (a name created by pulling two random names out of a hat) does “large-scale immersive installations” barely scratches the surface. Stumble through a refrigerator of Omega sodas and into an extraordinary alternate reality where nothing is as it seems. (Other attractions in the high-tech complex include a psychedelic barcade, flying simulator, and an immersive Van Gogh digital art show.) More than just an Instagrammable grocery store, Omega Mart is an amalgamation of 60 different environments created by 350 artists, with a soundtrack by musicians including Brian Eno and Beach House. You’ll find it in Area 15, a futuristic adult Disneyland just minutes away from the Las Vegas strip. This is Omega Mart, a new dystopian installation from the Santa Fe-based arts collective Meow Wolf, of which Montoya is a co-founder and Senior VP of Brand. “The idea is that it’s a deodorant for aliens who are posing as humans.” “We wanted a real deodorant, and we wanted it to be human-scented,” says Emily Montoya, laughing. And over in personal care there’s an actual deodorant from a brand called Future Contact this particular scent is “Initiation.” Walk past a toxic spill blocked off with caution tape and into the produce section, where you peer into one end of a kaleidoscopic squash. The steaks behind the meat counter are red, white, and blue. It looks like an ordinary grocery store, but then you examine what’s on the shelves: A sparkling drink called Liquid Death, a laundry detergent called Plausible Deniability, a Warhol-esque display of Camel’s Meal Substitute Sop.
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