OKLAHOMA CITY (Dec. 16, 2026) — This January, the National Cowboy & Western Heritage Museum will debut one of the most ambitious projects in its history: “The Cowboy: An Immersive Journey,” a bold, cinematic experience that places visitors inside the story of the American West.
Opening Jan. 2, 2026, this first-of-its-kind installation transforms one of the Museum’s galleries into a fully projected, 360-degree environment where sweeping landscapes, historic imagery, cinematic sound and original music fill the space. It offers visitors a multisensory encounter with the West that is both innovative and deeply grounded in authentic history.
“This exhibition represents a major leap forward in how the Museum tells the story of the West,” said Museum President and CEO Pat Fitzgerald. “It brings history to life with accuracy, technology and artistry. Guests will not simply observe history; they will stand in the middle of it.”
To create this experience, The Cowboy partnered with Lighthouse Immersive, producers of the internationally recognized sensations “Immersive Van Gogh” and “Immersive Disney Animation.” Lighthouse’s productions have drawn more than 10 million visitors worldwide, helping popularize the global wave of large-format immersive storytelling.
This is the second collaboration between Lighthouse Immersive and the Museum, following the successful launch of the ‘Find Your West’ immersive experience in April 2024.
Lighthouse’s decision to partner with National Cowboy & Western Heritage Museum in “The Cowboy: An Immersive Journey,” along with plans to present and distribute it in European venues following its Oklahoma City run, signals an extraordinary endorsement of the exhibition’s creative innovation, historical authenticity and international appeal.
Inside the Immersive Experience
Guided in part by the real journal of 19th-century cowboy Jack Bailey and narrated by Tom Selleck, the show carries guests across five sweeping chapters: from the land before cattle drives and the beginning of the cowboy story, to the rise of rodeo, Wild West shows, Hollywood legends of the West and the enduring spirit of the modern cowboy.
Visitors will:
- Stand inside the vast and diverse natural landscapes of the American West, from the Great Plains to the Pacific coast
- Experience the thunder of a cattle drive and the rhythm of life on the trail
- Watch towns, ranches and rodeo culture emerge as the West evolves
- See the cowboy become an American icon through Wild West shows and Hollywood
- Meet the modern West — ranchers, cowboys, cowgirls and rodeo athletes — brought to life with Selleck’s narration
At the experience’s exit, guests encounter an interactive kiosk featuring a digitized version of Bailey’s journal, allowing them to flip through the authentic observations of a working cowboy from more than 150 years ago.
A Milestone for Western Storytelling
“The Cowboy: An Immersive Journey” represents a groundbreaking moment in museum storytelling as a fully original 360-degree experience built on a foundation of rigorous historical accuracy and cinematic immersion.
By seamlessly blending immersive art with authentic Western history, this experience creates powerful, emotionally resonant storytelling that redefines how audiences can connect with the American West.
“The Cowboy: An Immersive Journey” will launch in Oklahoma City at the National Cowboy & Western Heritage Museum on Jan. 2. The exhibition will run January through May 2026 at The Cowboy, return for a second engagement at The Cowboy from August through December 2026, and then travel to Europe in late 2026 and 2027 in partnership with Lighthouse Immersive.
A New Way to Experience the Museum
For 70 years, the National Cowboy & Western Heritage Museum has preserved and interpreted the history of the American West. “The Cowboy: An Immersive Journey” strengthens that mission by broadening how the Museum engages audiences, introducing an innovative approach to storytelling that reflects both the richness of its collections and the evolving ways guests want to connect with history.
Exhibition Details
Premiere: Jan. 2, 2026
- Runtime: Approximately 40 minutes
- Schedule: Multiple showings daily
- Tickets: Separately ticketed experience
- Member benefit: Discounted pricing
- VIP experience: Priority entry and exclusive memorabilia
More information and ticket access: thecowboy.org/immersive
About the National Cowboy & Western Heritage Museum
The National Cowboy & Western Heritage Museum in Oklahoma City is America’s premier institution of Western history, art and culture. Founded in 1955, the museum preserves and interprets the evolving history and cultures of the American West and shares that story with millions worldwide. Its internationally renowned collection of Western art and artifacts is complemented by dynamic educational programs that celebrate the enduring legacy of the West.
A recent RegionTrack economic impact study projects the museum will contribute $313 million to Oklahoma’s economy through 2028, including $170 million in direct impact and $143 million in ripple effects, affirming its role as both a cultural cornerstone and a vital economic engine. For more information, visit nationalcowboymuseum.org.
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