In the world of entertainment, Milan-based Balich Wonder Studio stands out for its creativity, crafting immersive experiences that transcend the ordinary. The company began a decade ago and has been pushing boundaries within the industry ever since, changing how people think about destination experiences.
Balich Wonder Studio is a leading live event producer, specialising in institutional ceremonies, brand, and destination experiences. It is responsible for the highest number of Olympic Ceremonies and Regional Games in the world, including the 2022 Qatar FIFA World Cup, the Pan American Games Ceremonies in Peru in 2019 and Chile in 2023, the 2016 Rio Olympic Ceremonies and the 2014 Sochi Olympic Closing and Paralympic Ceremonies. It has also hosted events for Louis Vuitton, Formula 1, Ferrari, Dolce & Gabbana, UEFA, Maserati, Bulgari, and others.
Central to Balich Wonder Studio’s mission is its Destination Experience Unit. This is dedicated to transforming spaces into immersive destinations through a blend of captivating content and experiential design.
Gianmaria Serra, co-founder and group executive president at Balich Wonder Studio and director of the Destination Experience Unit, reflects on the journey since our last conversation in March 2023, highlighting significant developments that have shaped the company’s trajectory.
Disney and more: Balich Wonder Studio continues to grow
It has been a busy year for Balich Wonder Studio, which was acquired by world-renowned media content group Banijay in May 2023. This complimentary union signals a new era and further growth for both businesses.
“We’ve witnessed the consolidation of our acquisition by Banijay, marking a new chapter in our journey, says Serra. “This partnership has afforded us valuable opportunities to delve deeper into the realm of intellectual property (IP), synergising with Banijay’s extensive portfolio of formats.”
A notable success for the company from last year was the family immersive festival ‘Disney: The Castle’ in Riyadh, Saudi Arabia. This was presented by The General Entertainment Authority/Sela Company and produced by Balich Wonder Studio.
The Disney project brought guests closer than ever to the iconic music from Disney’s beloved animated worlds. The event included live concerts with an international cast of Disney Concert Singers and various music and immersive experiences, all set around a Disney Castle, standing over 35 metres tall at the centre of the festival grounds in Riyadh Boulevard City.
“It was an incredible challenge to bring this important IP to life with different immersive installations, concerts, and music. The interesting thing about it was combining the immersive experience format with live performances.”
Destination Experiences at Balich Wonder Studio
Regarding the Destination Experience Unit, Serra emphasises its focus on creating experiences that evoke profound emotions and resonate deeply with visitors. Its mission, he explains, is to transform everyday places into memorable destinations through content and experiences.
“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.”
The Destination Experience Unit differs from the other elements of Balich Wonder Studio, such as its Ceremonies Unit or its Events and Brand Experiences Unit, in that those divisions tend to focus on temporary activations. In contrast, Destination Experiences looks at more long-term projects, firmly rooted in a place.
“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.”
The Whale Shark
A key example is the award-winning Whale Shark, a creative and technical triumph in Doha, Qatar. The stunning 20-ton steel artwork hangs 130 feet above Doha’s Lusail Towers. It was commissioned by the Qatari Emir in the summer of 2022. Balich Wonder Studio was tasked with building an iconic legacy for the city for the FIFA World Cup. Over 100,000 people witnessed the shark’s nightly light and sound performance during the World Cup.
“Our Whale Shark at Lusail Towers has become a symbol, transforming the plaza’s identity,” says Serra.
He also notes that, in a market that is increasingly overwhelmed with experiences that label themselves immersive, the quality of the experience is vital:
“The words ‘experience’ and ‘immersive’ are probably the most abused words in the entertainment industry. However, there has been a big wave of things bringing down the quality, and often, these experiences are not relevant. We think that what should distinguish these projects is their relevance in terms of the level of experience and the emotion that they create; how relevant is it for the place?
“For us, it’s crucial to be rooted in place and related to that country or a culture. And, as much as possible, it should make a difference in the person who passes through it. It should create a stamp of transformation and generate meaningful thoughts.”
Bringing iconic Disney IP to life
Recent projects underscore Balich Wonder Studio’s commitment to innovation and excellence. The Disney Castle project in Riyadh exemplifies the studio’s ability to seamlessly integrate immersive experiences with live performances, creating an unforgettable spectacle that captivates audiences.
“It was a unique project,” says Serra. “It was a music festival with live performances in which the audiences were fully involved, as in the Lion King attraction, where guests played drums and various traditional instruments. That raises the level of the immersive experience into a whole live experience that lasts almost two hours.”
“Combining iconic Disney characters with mesmerising visuals and live music was a testament to our creative vision, which was created in association with Disney Concerts and our producing partners Propeller Live and Tim Lawson. We had the Castle open in Riyadh for 12 weeks. Now we’re looking to bring it back to the country and tour it worldwide. The success of this project has inspired us to explore similar opportunities globally, further solidifying our position as pioneers in destination entertainment.”
The Destination Experiences Unit at Balich Wonder Studio is also developing projects for spaces like cultural theme parks and immersive museums and working on projects related to the environment.
Ten years of Balich Wonder Studio
As Balich Wonder Studio celebrates its 10th anniversary, Serra reflects on the company’s evolution and outlines ambitious goals for the future.
“Over the past decade, we’ve grown from our roots in Ceremonies to become a leading force in destination entertainment,” says Serra. “It has been a fantastic trajectory. We started from our core Ceremonies business with our first big project in 2014, for the Olympic Winter Games in Sochi. After that, we expanded into brand experiences and corporate events.”
A significant milestone came in 2018 when the firm created Giudizio Universale: The Sistine Chapel Immersive Show.
“That was a pioneer project. It was a 270-degree projection, fully immersive with internationally acclaimed actors, creating an immersive theatre experience. After that, we developed our Superlive format.”
Superlive is a new theatrical format that merges different performative languages to create an immersive entertainment experience. The Immersive Unit is currently developing a Superlive show that will debut in Qatar.
“Now we’re working on developing a musical, merging the language of cinema and live theatre completely. We’re blurring the lines between the different languages and bringing them into a dreaming experience,” adds Serra.
“Then, over the years, we also opened the company in Dubai and Saudi Arabia, where we entered a fantastic market. Now, if we look back, we can say that it has been a successful and fantastic trajectory, with many relevant projects created, expanding the positioning from Ceremonies to other fields.”
Balich Wonder Studio’s Destination Experiences: staying ahead of the trends
Having been in the industry for a decade, the firm is well-placed to spot upcoming trends and stay ahead of the game. Amidst a landscape saturated with immersive offerings, Serra emphasises the importance of quality and sustainability in maintaining Balich Wonder Studio’s competitive edge:
“In an industry where ‘immersive’ has become a buzzword, we remain steadfast in our commitment to delivering experiences that resonate deeply with audiences,” says Serra. “By staying attuned to emerging trends and consumer preferences, we ensure that our projects captivate and endure.”
Speaking about some of the challenges, he adds:
“We must deliver quality, but in a sustainable way. The biggest challenge is often that the most beautiful projects cost too much to be sustainable. It’s okay in the primary market, but as soon as you start moving, it doesn’t work anymore. On the other hand, plenty of very low-quality products are in the market. So, what we are looking at now is creating relevant experiences sustainably that can make a difference in the market.
“I think the market is mature enough now to select and look to what is really making a difference.”
What’s next for Balich Wonder Studio?
Looking ahead, Balich Wonder Studio aims to consolidate its presence in key markets and expand into new territories. It will also continue to leverage IP to create compelling experiences for brands and audiences.
“We’re looking to consolidate the markets in which we operate, for instance, Italy, as well as Saudi Arabia and Dubai in the Middle East. Balich Wonder Studio will continue to work on creating experiences and content for brands because we see that brands are now looking more and more to change their model and bring their products or IP to life in a more impactful way. There are also two different Superlive projects underway, our new type of theatrical, immersive shows that we’re bringing to the market.”
He adds that Balich Wonder Studio is also entering new markets, such as Vietnam, Singapore, and elsewhere in Southeast Asia.
“That’s why we’re going to be present in Bangkok for IAAPA Expo Asia. We’re currently talking to partners about developing projects in Thailand. So, it will be the first time we have a booth at an IAAPA Expo. We’ll be able to introduce the visitors to the Disney Castle concept, show how different the format is, and also explain the destination experience approach, what we call the emotional master plan.
“The emotional master plan is the design of all the content and experiences that can transform a place into a destination, starting from a careful and deep study of the place, the demographics, the footfall, the culture, and the economic and strategic targets of the clients and then bringing it everything together and then creating the overall strategy, first of all, to create an identity of a place and then step by step creating the content that can really transform that place into a destination.”
Immersive Vivaldi and more
As charts its course for the future, Serra hints at upcoming projects, including the highly anticipated Viva Vivaldi show. This is a fusion of classical music and cutting-edge technology poised to redefine the concert experience. The firm partnered with Fondazione Arena di Verona to present an immersive concert with three-dimensional projections to celebrate Antonio Vivaldi’s iconic Four Seasons, coinciding with the 300th anniversary of the composer’s masterpiece.
Classical music accompanies a multi-sensory, visionary performance that reimagines tradition. A spectacular series of advanced three-dimensional visuals will honour the wonders of nature with the musical accompaniment of The Four Seasons.
Serra also teases that the company is working on shows for this summer’s Euro 2024 and Champions League events.
“With every project, we aim to push the boundaries of what’s possible and leave a lasting impact on audiences,” adds Serra, in conclusion. “As we embark on the next decade of our journey, we remain dedicated to shaping the future of destination experiences, one transformative project at a time.”
Meet Balich Wonder Studio on booth #1514 at IAAPA Expo Asia, from 27 – 30 May 2024, in Bangkok, Thailand.
