What if plants took over the world? Last year, VKX (Vkind Experience) showed Los Angeles exactly what this would look like. From the Magic Box in Los Angeles, the vegan initiative built several different immersive, globally-inspired experiences. In one room, you were in an East Asian night market, and in the next, you were enjoying the café culture of Europe. Building on the success of last year’s event, VKX is back for 2024 with an even more immersive and thoughtfully curated experience in Phoenix, AZ.
This year’s event will take place at Walter Studios in Phoenix’s Roosevelt Row Arts District. Just like last year, it promises an “extraordinary journey” of delicious globally inspired plant-based food and drink and impressive visuals.
From the internationally successful Van Gogh Immersive Experience, which takes attendees into the heart of the artist’s most famous paintings, to the hugely popular Friends experience, which lets you literally step into Central Perk, immersive experiences are growing in popularity. For VKX founder Star Simmons, they’re the perfect vehicle for giving people a little taste of what a plant-based lifestyle is really like, by adding a culinary twist to the immersive experience.
VKX 2023 | VKX
“As immersive experiences gained popularity, we saw an opportunity to introduce mainstream audiences to the power and benefits of a plant-forward lifestyle in a dynamic and exciting way,” she told VegNews. “VKX isn’t just about food—it’s about engaging every sense to create a lasting impact.”
As with last year, 2024’s experience will feature a Meet & Mingle Marketplace, where attendees can learn and engage with innovative brands in the industry.
“Our marketplace will allow guests to connect directly with some of our favorite brands, enhancing their experience,” Simmons said. “Based on feedback from last year, we’ve also streamlined the venue size from 30,000 to 16,000 square feet, ensuring that guests can fully experience everything the event has to offer without feeling overwhelmed or missing out on key elements.”
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This year’s event will also host an immersive functional mushroom room in partnership with Arizona mushroom farm Sunset Mushrooms. The room aims to teach people about the potential of mycelium, the root structure of mushrooms, in the plant-based meat food industry, as well as the health and wellness benefits they provide. According to Simmons, one of the main goals of the VKX 2024 event is to raise awareness of the medicinal benefits that plants can give us, on top of providing us with a good source of nutrition.
Attendees will also get to taste the mushrooms in a range of dishes, including Ethiopian-inspired Beef Tibs, Mexican-inspired Tacos Amarillo, and Spanish-inspired Paella. “We’re thrilled to be a part of VKX 2024,” said Sunset Mushrooms CEO Bobby Richardson. “[We’re] ready to deliver our finest fungi and see how they transform VKX’s dishes into unforgettable culinary experiences.”
As well as mushrooms, this year’s menu—which is split into different regional-themed tasting menus and categories—will feature many delicious plant-based ingredients.
“Our goal is to curate an event that feels inviting and accessible, offering guests the chance to explore a lifestyle that’s not only beneficial for their health but also kinder to the environment and animals.”
The Vietnam-inspired Open-face Bánh Mì, for example, is part of the Asian tasting menu and features a mix of lemongrass tofu, red curry aioli, pickled daikon, shredded tri-colored carrot, cucumbers, and cilantro. The European section features Raw Pizza Bites, which are made with marinated zucchini medallions, sunflower cheese, sundried tomato sauce, micro basil, and black pepper, as well as Watermelon Gazpacho and Lemon Rosemary Cheesecake Bites.
The menu has been designed to cater to all tastes—from the staunchest of vegans to people just dipping their toe into flexitarianism. To be as inclusive as possible, all dishes also have a soy-free, gluten-free, and nut-free option.
“At our last event, over 76 percent of attendees identified as flexitarians, showing us that people are eager to explore plant-based options without fully committing to veganism,” explained Simmons.
“We received tremendous positive feedback about the diverse foods and products we showcased, but some guests expressed a desire for more whole-food, plant-based options and better accommodation of common allergens,” she added. “We’ve listened closely to this feedback, and for VKX 2024, we’re offering a more balanced menu that includes gluten-free, soy-free, and nut-free options to make the event more allergen-friendly and accessible to those with food sensitivities.”
VKX 2023 | VKX
And after you’ve eaten, you can head on over to the Cannabis Lounge—another new VKX fixture for 2024. According to Simmons, the new area will showcase innovative cannabis products and experiences, and allow attendees to explore the benefits of cannabis in a “safe and sophisticated” setting, removed from the “outdated stoner stereotype.”
“We aim to elevate the perception of this plant medicine and offer guests a unique opportunity to relax, explore, and enjoy its many benefits in an elevated and responsible manner, while also showcasing products made from plants to a whole new audience,” she said.
“By fostering a deeper connection to people, animals, and the planet, we hope to inspire attendees to embrace small, meaningful changes that contribute to their well-being and the greater good,” says Simmons. “Ultimately, we want VKX to be a transformative experience that leaves a lasting, positive impact on the community and empowers guests to live with more kindness and intention.”
If you’re interested in learning more, find out more about this immersive event and how to buy tickets here. VKX 2024 will donate a percentage of tickets to nonprofits that support the rescue and rehabilitation of animals.
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Charlotte is a VegNews editor and writer based in sunny Southsea on England's southern coast.
