A bat strikes a glass object, sending shards flying across a smash room. — A customer breaks glass inside iSmash, a new rage-room and splatter-paint venue in Roswell.

Roswell has a new place where customers are encouraged to break glass, destroy electronics and leave the cleanup to someone else.

iSmash is now open at 10500 Alpharetta Highway in Crossville Village, bringing a combination of rage rooms and splatter-paint experiences to one of Roswell’s busiest commercial intersections. The roughly 6,500-square-foot venue is the brand’s first Atlanta-area location and one of only two currently operating in Georgia.

The concept is built around controlled destruction.

Guests entering a smash room receive protective equipment and a safety briefing before being handed items such as glassware, electronics and car windshields to break with bats and other tools. Packages begin at $25 per person and increase according to the length of the session and the amount of material included.

The Roswell location also offers splatter painting for younger children and families who prefer making a mess rather than destroying one. Splatter-paint experiences are available for children as young as 3, while smash rooms begin at age 8.

Two people wearing safety gear stand in a splatter-paint room with paint-spattered walls and a wooden stump in front of them. — Guests suit up for a session at iSmash, which also offers splatter-paint experiences for families and children.

That combination makes iSmash broader than the term “rage room” might suggest.

Owner Jason Chen developed the Roswell location with group outings in mind, including birthdays, date nights, corporate events and family activities. Before opening, Chen described the concept as a way to bring another hands-on entertainment option to North Atlanta rather than simply a novelty built around stress relief.

Its arrival fits a larger shift in suburban retail. Shopping centers that once depended almost entirely on stores and restaurants are increasingly filling larger spaces with businesses that give customers a reason to stay for an hour or more. Pickleball clubs, climbing gyms, golf simulators, escape rooms, children’s play centers and experiential entertainment concepts have become more common as traditional retail has moved online.

iSmash belongs squarely in that category.

The Roswell venue occupies a substantial storefront at Crossville Village near Alpharetta Highway and Holcomb Bridge Road, placing it close to neighborhoods in Roswell, Alpharetta and east Cobb as well as major commuter routes.

The business is especially suited to groups. Birthday packages begin with 10 participants, while private events and larger facility rentals are also available.

There is also an unusual sustainability question behind the fun. Rage-room businesses depend on a steady supply of breakable objects that have reached the end of their useful lives. At iSmash, those objects can include unwanted electronics, bottles and other materials that customers would otherwise discard.

The company allows guests to bring their own approved items under certain packages as well, turning old household objects into part of the experience rather than sending them directly to disposal.

iSmash entered the Georgia market after expanding through several states with a model that mixes entertainment and event hosting. The Roswell opening was originally targeted for earlier in the summer but took longer than expected to complete. The venue is now accepting bookings and walk-ins.

Hours are noon to 8 p.m. Tuesday through Thursday, noon to 10 p.m. Friday, 11 a.m. to 10 p.m. Saturday and 11 a.m. to 7 p.m. Sunday. The business is closed Mondays.