by Anthony Chong, Kingsmen Xperience Inc. group managing director at Kingsmen
Exhibits Pte Ltd, and the executive director of Kingsmen Creatives Ltd.
In today’s ever-evolving consumer landscape, passive engagement is a thing of the past. Audiences today seek immersive, interactive, and deeply meaningful experiences. In Asia, where cultural diversity and a rapidly growing middle class converge, experience design driven by technological advancements, a deeper understanding of human emotions, and a commitment to sustainability offers brands a unique opportunity to forge lasting relationships with their customers.
Transforming entertainment with immersive technological advancements
The surge of new Location-Based Entertainment (LBE) experiences is redefining the entertainment landscape in Asia today. The region will dominate the global immersive entertainment market, projected to achieve the highest compound annual growth rate (CAGR) of 26% from 2024 to 2030*.
With its diverse consumer base and expanding middle class, Asia is well-positioned to lead this evolution. Innovative LBE offerings that harness the latest immersive technology are transforming how audiences experience entertainment.
Incorporating immersive technology with niche content, brands are transforming how they engage audiences. They are delivering multi-sensory adventures that blur the lines between reality and virtuality.
These technological advancements—often a marriage of media creation software and new AV and lighting hardware, like Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), immersive soundscapes, projection mapping, and more—give us new possibilities for experiences that resonate with the growing middle class in Asia, which is seeking new ways to spend its leisure time.
Space Explorers: The Infinite, a multi-player free-roaming VR experience set to debut in Asia this fall, uses Unreal Engine’s latest technology to create an immersive, multi-sensory experience. Visitors can explore a life-size replica of the International Space Station and experience space in a completely novel way.
Meanwhile, Singapore’s Journey into the Pagoda: A VR Experience at the Asian Civilisation Museum immerses visitors in the cultural and architectural wonders inspired by the Pagoda of Six Harmonies. Both showcase the range of cutting-edge digital experiences popular with Asian consumers.
But it is not just about technology. Incorporating generative AI, geospatial tracking, and other tools can personalise experiences to individual preferences. This level of customisation makes each visit unique, deepening the connection between guests and the experience. Enhanced engagement can turn casual participants into loyal enthusiasts, amplifying the overall impact.
The power of immersive storytelling in emotional engagement
In Asia, immersive storytelling has become a transformative force in creating deeply engaging LBE experiences. By weaving narratives inspired by local cultures and traditions, ordinary attractions are reimagined into vibrant stages where stories come alive. This is reshaping how visitors interact with and perceive their surroundings.
This shift in experience design focuses on fostering profound emotional connections between users and brands, using the power of human emotions to craft unforgettable moments.
Take, for example, the reopening of the Peranakan Museum in Singapore. This offers a poignant tribute to the Peranakan community’s enduring diversity and legacy. Through interactive displays and sophisticated design elements, the museum creates a deeply respectful and immersive environment that honours their culture and contributions. The museum invites visitors to engage with the stories and heritage of Peranakan on a profound level. This allows them to experience a sense of reverence and connection.
Similarly, NEOBIO Science Museum in Shanghai, which has redefined the concept of indoor playgrounds by blending art and technology-driven exhibits into one groundbreaking attraction, offers a uniquely playful and interactive STEM education experience.
Beyond the immersive exploration of natural science, technology, and space through hands-on activities and sensory-rich exhibits, the museum also weaves in narratives that celebrate Chinese culture, its deep-rooted respect for science and technology, and its forward-looking embrace of innovation. The experience is designed to stir the emotions of the children. It aims to foster a generation of young minds that are both curious about the world and proud of their cultural heritage.
By merging compelling storytelling with immersive technology, these experiences craft vivid alternate realities that resonate deeply with Asian audiences. Guests are drawn into the narrative, becoming central characters in the story told and feeling their emotions stir as the journey unfolds.
Sustainability in immersive technology: a greener future for experiences
Sustainability is becoming essential in immersive technology. By using energy-efficient LED lighting, low-energy projections, and recyclable materials, immersive experiences can reduce their environmental impact.
Additionally, refreshable multimedia content offers sustainable alternatives to physical installations, allowing for frequent updates without generating waste. These practices align with growing client and consumer demands for greener options. They also enhance brands’ commitment to environmental stewardship.
In conclusion, immersive experiences are unique opportunities for brands to connect with audiences in Asia on a deeper level. As the Asia-Pacific region continues to grow and evolve, attractions will play an increasingly vital role in shaping the future of entertainment and brand experiences.
By understanding the cultural nuances and preferences of Asian consumers, brands can leverage various elements of an LBE to create lasting connections and drive business success.
Kingsmen Xperience Inc. is sponsoring the Brand Realisation category of the 2024 blooloop Innovation Awards, presented with AREA15. Entries are open until 30 September. Don’t miss your chance to get in front of our fantastic panel of judges.
