Sarner International, the leading experiential design expert, and Simtec Systems, a leader in motion simulation, have announced that the two firms are working on a new project for Mercury Towers, Malta.
The new immersive visitor attraction will transport guests through Malta’s history and explore the islands in the present day. It offers an innovative combination of entertainment and education, with an immersive dark walk experience, an interactive exhibition, and the first flying theatre ride in Malta.
Ross Magri, managing director, Sarner International, says: “We are thrilled to be able to bring the rich history, sights, and beautiful nature of Malta to life in this unique attraction, a first for the Maltese islands. This will be a special experience for every visitor. Sarner’s expertise shines through this innovative blend of heritage authenticity, theme park entertainment, and engineering brilliance.
“The attraction serves as the ultimate destination for those seeking an unparalleled multisensory experience that marries historic storytelling with cutting-edge motion and effects. This project underscores Sarner’s position as the go-to partner for clients looking to create a truly distinctive and industry-defying attraction.”
A new landmark for Malta
The project is located within Mercury Towers, an iconic new building built by Zaha Hadid Architects (and one of the final designs that the acclaimed architect worked on). At ground level, the new attraction features an impressive reinterpretation of the historic, Grade 2 listed Mercury House. Mercury House was built in 1903 and has been lovingly restored and repurposed for future generations to enjoy.
This contrasts with the core structure, Mercury Tower. The tower stands 33 floors tall, making it Malta’s highest building to date, and is an innovative landmark for Malta with a spectacular twisting form.
Mercury Towers, once completed, aims to be a new cultural centre in St. Julians, Malta. The development will capture the essence of modern urban living through a vibrant district of shops, public areas, restaurants, bars, cafes, the newest ME Hotel by Melia, and the best entertainment venues. This offer will be supported by an engaging and varied cultural programme.
Immersive multisensory adventure
A multi-million-euro investment by Mercury has enabled the development of the new attraction. It begins with a multi-show dark walk that explores the rich history which lies behind modern-day Malta. Visitors will discover the oldest man-made structures in the world, and pivotal battles that echoed throughout Europe among these narratives.
They will also discover the history of Mercury House, which was once an underground Control Centre and key communication centre during WWII. The experience will then wow visitors with a multi-projector display which celebrates Malta today.
It concludes with a custom-built flying theatre designed and delivered by Simtec Systems. The simulator uses a six-degrees-of-freedom motion platform which will fly guests around the islands. The ride incorporates onboard special effects and spectacular film footage to delight guests, and is suitable for all ages.
In 60 minutes, the new attraction at Mercury Towers will provide a fully immersive multisensory adventure, which will educate visitors while celebrating Malta. It will be delivered using innovative effects such as projection mapping, 3D multi-channel sound, smoke, and water effects.
Andreas Stickel, director business development, Simtec Systems, comments: “We are thrilled to have the opportunity to work together with Sarner on this wonderful project. It was a challenge for both, Sarner and Simtec, to include such an immersive attraction within the constraints of the available space in the building. With our HEXaFLITE mini, developed for small spaces, we have managed to meet this challenge. This is our first mini flying theater in Europe, and we are very proud to have it installed in Malta!”
Authentic, innovative experience
Sarner worked closely with Heritage Malta throughout the development process in order to maintain the greatest degree of authenticity. This historical accuracy is evident in the narration, the stunning physical scenery recreations, and the film material, which combines live-action and Hollywood-level CG visual effects. The ultra high-definition 8k show was shot across the Maltese islands and includes original aerial imagery as well as filmed reenactment.
The project has created a unique and innovative approach to flying theatre. This exceeds the traditional “fly over” experience by integrating immersive storytelling and informative scene-setting shows with a historical story-led flying theatre ride and immersive special effects. As a result, the attraction is both educational and exciting, and sets a new standard for the heritage attractions sector.
This pioneering project strengthens Sarner’s position as a leader in the market. It demonstrates the firm’s ability to fuse the substance and authenticity of cultural attractions with the immersive power of themed entertainment and motion rides. This produces next-generation immersive ‘edutainment’ experiences that satisfy the increasingly nuanced and exacting requirements of contemporary audiences.
It also plays a significant role in reaffirming Mercury’s status as Malta’s premier leisure and entertainment attraction. Mercury will offer eight language options upon launch, and so the venue will appeal to both regional and worldwide audiences. More details will be released before the official opening, which is planned for later this year.
Marcel Bonnici, CEO, Mercury Towers, says: “We are honoured to partner with global leaders Sarner International and Simtec Systems to bring Malta’s history to life through this truly unique concept. This groundbreaking attraction embodies our commitment to creating unforgettable moments which cannot be experienced elsewhere – in this case, through a fully immersive cultural attraction, which provides thrilling entertainment while serving as an enriching educational experience.
“Using immersive storytelling and cutting-edge innovation and technology, this unique concept for Europe is set to stimulate the senses, and provide a one-of-a-kind journey through time. The attraction is just one initiative in which Mercury aims to celebrate Malta’s heritage and take it into the future.”
Sarner International recently partnered with Figment Productions and the Science Museum group to develop a brand new Flying Scotsman VR experience at the National Railway Museum in York.
Meanwhile, earlier this year Simtec Systems announced the expansion of the Simtec Manufactory at its headquarters in Braunschweig, Germany.
