Gianmaria Serra is co-founder and group executive president of Balich Wonder Studio, a global entertainment group creating award-winning ceremonies, brand experiences, immersive shows, and destination experiences.
He is also director of the company’s Destination Experience Unit, which differs from other elements of Balich Wonder Studio. These tend to focus on temporary activations, while the Destination Experience Unit focuses on permanent projects, firmly rooted in one place.
Regarding the Destination Experience Unit, Serra said its focus is on creating experiences that evoke profound emotions and resonate deeply with visitors. Its mission, he explained, is to transform everyday places into memorable destinations through content and experiences.
Gianmaria Serra told blooloop: “Our approach has its roots in authenticity, aligning projects with each location’s unique identity and culture. By infusing every experience with a sense of purpose and meaning, we strive to enhance the value of the surrounding environment and also to foster meaningful connections with audiences.
“We’re creating projects relevant to their market, accelerating the growth of that destination and enhancing its value. The main essence of these projects is to bring people into strong, deep emotions. When we bring experiences to destinations, we aim to enhance the value of the project, whether a real estate development, a resort, or a city district.”
One recent success for Balich Wonder Studio was an immersive festival named ‘Disney: The Castle’ in Riyadh, Saudi Arabia. The Disney project in Riyadh exemplifies the studio’s ability to seamlessly integrate immersive experiences with live performances, creating an unforgettable spectacle that captivates audiences.
Another example is the award-winning ‘Whale Shark’, a creative and technical triumph in Qatar. The stunning 20-tonne steel artwork hangs 130 feet above the Lusail Plaza Towers.