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Medici XD and Sotto Studios present Thrillboard

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Thrillboard concept from Medici XD and SottoStudios

New concept blends the observation and free-fall ride experience with a giant LED skyscraper

Medici XD, the Nashville-based experience development company, and multi-disciplinary firm SottoStudios have joined forces to announce the launch of Thrillboard, a unique combination of ride and LED billboard.

Thrillboard concept Medici XD SottoStudios

This new offering, which the two companies showcased at IAAPA Expo 2022 in Orlando last month, is an observation and free fall ride woven into a massive conical LED skyscraper sculpture, where the advertising responds to the riders. During the experience, guests board weather-protected pods which have onboard audio systems synched to the sign. For added thrills, these pods can also tilt 19 degrees.

Thanks to Thrillboard, brands can sponsor the sign and become a must-do experience in any city.

Where billboard meets experience

“Observation decks, Ferris wheels, and towers are so last-century,” says Medici XD. “We will send you to any vista in a crystal orb – catapulted through a digital tunnel straight to the top – where you savor the view as part of the thrilling audio and digital observation experience.

“You won’t just see the bright lights of the city; you’ll be a part of them. Thillboard is an iconic “must-do” in any city center or resort, sculpturally shaped by SottoStudios as kinetic art. Thrillboard can instantly change media and onboard audio for any event, sponsorship of advertising opportunity, and this unforgettable urban experience is grounded by retail in the lobby and boarding area.”

Eddie Sotto, president of SottoStudios, adds:

“I felt the need for there to be a more elegant kinetic sculpture that would allow guests to experience the sights in a more memorable way, and at the same time add a work of art to a city skyline. Working with COLAB Architecture, I think we’ve shown what can be done on a limited footprint in Times Square.

“You can see the synergistic opportunity that can work anywhere in any shape and size. It shows the potential of “Thrillboard” as an evergreen canvas, a kinetic icon that will make any city a timeless attraction.”

Daren Ulmer, Eddie Sotto and Chuck Fawcett
Daren Ulmer (l) and Chuck Fawcett (r) of Medici XD with Eddie Sotto at IAAPA Expo 2022

Key features include a thrilling launch which also becomes a spectacle for passers-by at street level, drawing in more visitors, as well as stunning visuals that allow for engaging branding. The media itself is able to react to the vehicle’s position for a unique and immersive experience. Meanwhile, the tiltable cabins are weatherproof and positionable, allowing riders to enjoy the best possible views over the city.

Last month, Medici XD announced that David Fugère-Lamarre of iLLOGIKA has joined Medici and been named president of Medici Interactive. He will lead the Medici Interactive office in Montréal.

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charlotte coates

Charlotte Coates

Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.

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