PLAINVILLE - The din is incessant, and it's dim. There are no clocks, no windows, no visible exits.
Lights flash in a dizzying array and even the carpets poke at the eyes with a wild design.
And for those wandering in what for some is a wonderland, alcohol is readily available, while food takes a little more work.
While it sounds like a CIA psychological operation designed to separate secrets from spies, it's actually a casino operation designed to part patrons from cash.
Business Insider has defined such environmental conditions as "tricks" that casinos use to make patrons stay, play and pay.
Among the "tricks" listed by the publication are the lack of clocks and windows to blunt the passing of time, the loud celebration of jackpots to create the illusion that winning happens often and the installation of an overwhelming number of gambling devices, offering numerous opportunities and alternatives - hope, perhaps - to gamblers.
And while they don't call them "tricks," psychologists have concluded that the interior design and atmosphere of casinos work to maximize playing and paying.
One, Mark D. Griffiths, a British professor who specializes in gambling studies at Nottingham Trent University in Nottingham, England, has written extensively about the strategies casinos use to keep patrons playing and maximize takes.
But there are ways to overcome that, Griffiths said in an article published online called "Design of the times: How does venue design influence gambling behavior (revisited)?"
One way casinos keep people interested is by creating a fun and exciting environment, he said.
Griffiths said studies have shown that tremendous tumult, including background music, as well as the continual bling, bling, bling purr of slot machines, is important to the creation of a vibrant atmosphere - a place where people want to be.
Adding to the noise are loud celebrations of those lucky enough to win.
"Constant noise and sound gives the impression of a noisy, fun and exciting environment," he said. "In addition, many slot machines play musical tunes or ring bells and buzzers if someone has won... it gives the impression that winning is more common than losing - as you cannot hear the sound of losing."
Background music is also important. Not only does it create a party atmosphere, but some studies have shown that fast music creates faster gambling, he said.
Casinos aren't alone in this.
The first studies were with retail shoppers.
"Early studies showed that when customers in a supermarket were exposed to loud music, their shopping rate - how much they bought per minute and spent in the store - was higher than when quiet music was played," he said. "Gamblers may also spend more under similar conditions, although there have only been a handful of studies published to date.
"We have carried out a couple of experiments which have shown that gamblers play faster when there is music with high beats per minute playing in the background."
Providing numerous opportunities to gamble is also important, he said, noting that gambling floors are jammed with slot machines because they are the most profitable of all games.
But, floor layout is important for other reasons, he said.
"For instance, restaurants are often positioned in the center or back of the casino so that customers have to pass the gaming areas before and after they have eaten," Griffiths said. "Another strategy is to use deliberate circuitous paths to keep customers in the casino longer, the psychology being that if the patrons are in the casino longer, they will spend more money."
And a stroll through the new $250 million Plainridge Park Casino, just opened in Plainville, will offer many of those experiences, all much like other casinos, such as Mohegan Sun and Foxwoods in Connecticut, Twin River in Rhode Island, as well as casinos on the Las Vegas strip and the boardwalk in Atlantic City.
Plainridge has 1,250 slot machines and electronic table games, and the devices carpet most of the 66,000-square-foot gaming floor.
On Tuesday, the seventh day of operations, that floor was crowded with young and old - and ages in between.
Once through the massive double set of glass doors at the main entrance, patrons looking for a payday step onto a cushy carpet of swirling colors - red, gold and blue - which seems to propel them through the flashing lights and the melodic murmur of the slot machines that curl through the gigantic room crowned with a black ceiling.
It's a room where the restroom signs are big and the exit signs are small.
Smiling electronic women beckon toward the electronic table games, while real ones in short skirts deliver cocktails to the thirsty, hoping to tamp down the latest loss or perhaps celebrate a rare win.
A turn here or there leaves exits out of view, and allows the shimmering colorful glare of one whirling wheel of potential gold after another after another to take over.
The room pulsates with optimism.
In fairness to casinos, including Plainridge, anyone who's been in a large department store that has a circular floor plan can see that the giant national retailers use some of the same strategies.
Once a shopper enters, it's easy to lose track of where the exits are in a continually unfolding array of rooms and wares.
Like a casino, the store design doesn't have clocks or windows and the lighting is good enough to see the products, but it's not brilliant.
The difference is that money paid out at a department store yields a physical product. In the casino, the patron may or may not get something to take home.
More often than not casino cash pays for an experience and the dream of riches, and not much more.
Multiple requests to Plainridge and its owner Penn National Gaming for an interview about interior designs and their purpose yielded a one-line emailed response from Penn National Senior Vice President Eric Schippers, who said Plainridge is about more than just gambling.
"Our design emphasizes a total entertainment experience which is why we have a top shelf restaurant, brand name sports bar, a food court with numerous offerings and live entertainment and dancing," he said.
Only the patron, who has to pay separately for much of that, can decide how much the whole experience is worth.
At the end of the year, officials hope the take at Plainridge will be about $100 million for Penn National, $98 million for the state and at least another $2 million for Plainville, along with $1.5 million in property taxes. Several million would go to the horse racing industry.
So, all told, more than half of every coin slipped into the slots is essentially a voluntary tax.
And in its first week, Plainridge was off to a good start, grossing more than $6 million.
Meanwhile, the oldsters, some with canes or walkers, powered wheel chairs and oxygen tanks, moved about from machine to machine as nimbly as possible, but as hopeful and excited as the youngsters, some of whom were necklaced and sporting backward caps - all seeking the big win.
While they moved at different speeds and dressed in different styles, all patrons had one thing in common - the gaze.
Once seated at their machine of choice, they all watched intently, spin after spin.
Would this be the one?