The Marvel Experience Thailand opens in Bangkok. South East Asia’s first Marvel Experience-branded attraction has launched at Bangkok’s Mega Bangna mall.
The Marvel Experience Thailand stretches over two hectares. It’s sited at the Mega Bangna (Bang Phli) mall, halfway between Suvarnabhumi International Airport and the centre of Bangkok.
“From our success with the launch of The Marvel Experience (TMX) in the United States of America and elsewhere, a number of countries have reached out and invited us to bring TMX to them,” said Rick Licht, CEO of Hero Ventures. “As Thailand is a major fan base for Marvel, we believe that Thailand is the perfect country to which we should bring this adventure.”
The new attraction has two major zones – a reception building and the Attraction Zone. As visitors enter they will find themselves at the ticket office. F&B options The Avengers Café and the Super Hero Snack Bar are on hand. The Marvel Adventure Zone offers play for smaller children. Guests can also browse the Marvel Experience Super Store, with a wide range of Marvel licensed products. The Marvel Experience Thailand merchandise is exclusive to the venue.
Guests then enter the Holding Zone Beta, a prepping area before guests move into the main Attraction Zone. Once inside the Attraction Zone, guests are invited to become S.H.I.E.L.D agents. They then join Spiderman, Captain America, Iron Man, Thor, Hulk, Black Widow, Black Panther and other Marvel heroes in a two-hour campaign. The immersive battle offers a compelling combination of hyper reality, interactive and multimedia technology games. It also includes AR and VR simulations.
The Marvel Experience also offers a 4D motion ride and a 360-degree 4D stereoscopic projection dome. Guests also have the opportunity for meet and greets with Marvel heroes.
TMX is collaborating with their local partner Hero Experience to manage the attraction. Surakiat Thienthong, co-CEO of Hero Experience, says he hopes the new attraction will become a key tourist focus in Bangkok, helping to boost overall numbers of tourists for Thailand.
“We plan to communicate with both Thai people and international tourists,” says Thienthong. “For Thailand, our strategy is to integrate marketing communication across all media channels: TV, radio, online, out-of-home media, including marketing activities every month.”
He adds that, for the international market they will “promote through media and key influencers in each country as well as find the right travel agent partners to broaden our target groups.”
The addition of branded retailtainment is in line with current trends in retail.
It seems the world can never get enough of Marvel. Earlier this year Blooloop reported on the opening of a £1million Marvel Super Heroes attraction at Madame Tussauds Blackpool. Meanwhile the Marvel Summer of Super Heroes is in full swing at Disneyland Paris.
SE Asia’s first Marvel Experience attraction lands in Bangkok
