Atlas Obscura

The brand covers a number of topics including history, science, food, and obscure places.

Thuras and Foer met in 2007, and soon discussed ideas for a different kind of atlas, featuring places not commonly found in guidebooks. They hired a web designer in 2008 and launched Atlas Obscura in 2009. Annetta Black was the site's first senior editor. In 2010, the site organized the first of the international events known as Obscura Day. Thuras has stated that one of the site's main goals is "Creating a real-world community who are engaging with us, each other and these places and getting away from their computers to actually see them." As of 2021, Atlas Obscura has originated Atlas Obscura Societies organizing local experiences in nine cities, including New York, Philadelphia, Washington D.C., Chicago, Denver, Los Angeles, and Seattle. Eliza Swann has also taught an online course on alchemy and related practices through Atlas Obscura. Sommer Mathis (formerly of The Atlantic's CityLab) was the site's editor-in-chief from 2017 to 2020. She was succeeded by Samir Patel, formerly of Archaeology magazine, who became the site's editorial director in 2020 and editor-in-chief in 2021. In October 2014, Atlas Obscura hired journalist David Plotz as its CEO. David Plotz was the site's CEO for five years (October 2014 – November 2019). Warren Webster, former president and CEO of digital publisher Coveteur, and co-founder of website Patch, assumed the position in March 2020.In 2015, Atlas Obscura raised its first round of major funding, securing $2 million from a range of investors and angels including The New York Times. In September 2016, the company published its first book, Atlas Obscura: An Explorer's Guide to the World's Hidden Wonders written by Foer, Thuras, and Ella Morton under Workman Publishing Company. Following a second fundraising effort that netted $7.5 million, in late 2017 the site launched Gastro Obscura, a food section covering "the distinctive food locations of the world." In 2019, Series B funding round raised $20 million from investors like Airbnb (lead investor), A+E Networks and New Atlantic Ventures. In April 2025, Louise Story was announced as their CEO. In November, after disagreements with Story's direction for the company, Foer and Thuras were removed from the company board by shareholder vote.