Alterface, a leader in interactive technology, marked its 25th anniversary at IAAPA Expo Europe in London, hosting clients, partners and friends for a celebratory drink at its booth.
The gathering marked 25 years of innovation and creativity, along with one enduring principle: making technology invisible so the story can take centre stage.
From its beginnings as a Belgian university spin-off exploring gesture recognition to its role today as a trusted technology and creative partner in the global themed entertainment industry, Alterface has spent a quarter-century mastering interactivity.
Now, it has delivered over 150 interactive attractions globally, and been recognised with over 25 industry awards. More than 150 million guests have experienced Alterface creations.
“For us, it has always been about putting the guest first," says Stéphane Battaille, CEO of Alterface.
"Technology should feel natural and intuitive, and ultimately disappear behind the experience. When guests are no longer thinking about the technology and are simply enjoying the moment, we know we’ve done our job.
25 years of innovation
Among the many attractions Alterface has worked on over the years, Maus au Chocolat at Phantasialand was a key moment in developing the company’s interactive dark-ride expertise.
Noteably, the Lego interactive dark ride, developed in close collaboration with Merlin Entertainments, has led to a partnership of more than 15 years, spanning 29 Lego and Legoland Discovery Centres worldwide. Meanwhile, Justice League: Battle for Metropolis at Six Flags brought Alterface’s interactive expertise to a major international licensed attraction.
Popcorn Revenge at Walibi Belgium further shaped the company’s own interactive dark-ride DNA, combining storytelling, technology and guest participation in a format that has become one of its signatures.
Alterface's Giulia Florian, Laurence Beckers, Brice Ichallal and Stéphane Battaille celebrating Alterface's 25th anniversary at the team's booth
Today, Alterface continues to find new ways to empower guests to participate, play and become part of the story. Latest projects range from next-gen interactive dark rides to immersive walkthroughs.
For example, the responsive, flashlight-based interactivity of Phantom Theater: Opening Nightmare at Kings Island; the personalised, geolocation-driven experience of Stranger Things: Face the Dark at Netflix House Dallas; and the collaborative interactivity of The Enchanted Greenhouse at Six Flags Qiddiya City.
Together, these projects reflect Alterface’s ongoing drive to make experiences more engaging, immersive and personal.
“We have never built these experiences alone," adds Battaille. "Our strongest projects come from working closely with clients and partners, bringing different expertise together to make ambitious ideas work in the real world.”
At IAAPA Expo Asia in June this year, Alterface formally established a strategic partnership with Fantawild Holdings Inc. This agreement merges Fantawild’s role as a top integrated themed entertainment developer in China with Alterface’s specialisation in interactive technology and game design.
