A rider gets into a purple coaster car, moving along a blue and black track at about 40 miles per hour.
The indoor, glow-coaster follows a twisting black-lit path against a backdrop of neon-colored graphics.
Roller coaster cars spin 360 degrees in what designers decribed as "a different ride every time."
The new coaster is the first of its kind in the U.S. and will debut May 2015 with the Hersheypark fun house Laff Trakk.
"It's your chance to feel like Alice going down the rabbit hole," said Louis Alfieri, principal and chief creative officer for Raven Sun Creative.
Raven Sun Creative, a New York-based design firm, designed the $14 million coaster.
"Our first goal is (to make) riders feel the energy of the fun house," Alfieri said.
He described the new attraction as beautiful, bright and zany.
Laff Trakk connects riders with classic characters, such as the queen of hearts, a hall of mirrors, a house of coasters and offers the sensation of floating, park executives said.
Fun house history: It will be the 13th coaster at Hersheypark and the third fun house in the amusement park's history.
The first, simply named Fun House, was built in 1930, and Whoops was built in 1938.
"We are thrilled to bring back some of the timeless elements from these classic attractions ... Fun houses are an American amusement park treasure and an important part of the historical fabric at Hersheypark," said Kevin Stumpf, general manager of attractions and entertainment.
During the multi-year planning process of designing the new attraction, Raven Sun took inspiration from the park's old fun houses, Alfieri said.
The new Laff Trakk will open with the start of the new summer season in May, but a specific date has not been determined.
Location: It will be located in the Midway America section of the park between the Whip and Midway Tent.
The new addition will cause three kiddie rides to be relocated in other parts of Midway America, Stumpf said.
But Hersheypark visitors are getting another family ride in Laff Trakk, he said.
It's a family coaster on which riders 42" tall can ride if accompanied by an adult. Without an adult, riders must be 48" tall, Stumpf said.
Maurer Sohne, a German company that has worked on other Hersheypark attractions, is building Laff Trakk.
The 70-second ride has an estimated ride capacity of about 850 riders per hour.
For more information or to take a virtual ride on Laff Trakk, visit www.hersheypark.com.
- Reach Candy Woodall at firstname.lastname@example.org.