Squint/Opera, the creative studio, was asked to create immersive exhibits for Showtown, a brand-new museum of fun and entertainment in Blackpool, UK.
Visitors have the chance to go behind the scenes and discover Blackpool’s circus, magic, theatre, and dance cultures—as well as its iconic beachfront and illuminations—as well as all the accomplished individuals who have made the town famous over its fascinating history through six themed galleries.
Every exhibit serves as a tribute to the power of technical artistry and immersive storytelling, all set within the larger framework of revitalising Blackpool’s cultural scene with lottery financing and an emphasis on inclusiveness.
See also: Showtown: celebrating Blackpool’s entertainment heritage
Bringing the story to life
In addition to creating immersive environments, the company was tasked with articulating a vast archive of Blackpool assets into a cohesive story that would be displayed across the museum. The team’s skills were used to combine interactive graphics and characters in a new way to communicate the rich tale of Blackpool in a fun, original, and engaging way.
Using its six immersive galleries, the museum provides a comprehensive exploration of entertainment, enabling guests to observe and engage with the ongoing story of Blackpool. It is a model for future efforts in interactive and immersive museum experiences, showing how museums may act as catalysts for cultural enrichment and community harmony.
Vadim Charles, Squint/Opera director, says: “Squint/Opera’s collaboration with Showtown and Casson Mann has been an enriching and fun journey. We have weaved together a vast archive of Blackpool’s historical assets with a new visual narrative to contribute to a series of immersive galleries that not only narrate but celebrate the town’s unique cultural heritage.
“This project exemplifies our commitment to pushing the boundaries of multidimensional storytelling and technological artistry, adding to Blackpool’s rich cultural story through an inclusive and engaging museum experience.”
The galleries
Firstly, guests enter the Seaside Gallery for an immersive introduction. Here, a panoramic 15-metre screen shows Blackpool’s history, famous faces and sounds, and everyday happenings, told through animations by the Squint/Opera team. A donkey and seagulls bring Blackpool’s seaside culture to life on the vibrant canvas. The characters guide visitors through the exhibition, merging high-level narration with intricate information to deliver an engaging introduction to the museum’s thematic journey.
This is followed by the Magic Gallery, which features four innovative shelving-mounted AV screens. By incorporating dice, playing cards, illusion boxes, and films of famed magicians like Tommy Cooper and Sooty, the gallery creates a 3D illusion on screens. Magic and technology overlap here, showing the craft without revealing its secrets.
The third experience, the Circus Gallery, goes behind the scenes with interactive dressing tables that feature two-way, interactional mirrors. A button triggers an edit featuring clowns, a daredevil, and a ringmaster alongside a projection in a circus tent. Animations and historical footage show the history and individuals behind the Blackpool entertainers. This gallery opens the curtain to show the performers’ private preparations and public bravado.
Next, the Showtime Gallery encapsulates Blackpool’s entertainment heritage. Visitors can experience showbiz with the George Formby banjo, a ventriloquism station with puppets, and an interactive audition. Animated showtime posters showcase Blackpool’s diverse talent lineup. Meanwhile, a ‘Pepper’s Ghost’ animation brings Funny Girls and other renowned drag cabaret performers to life, creating a personal link with the city’s rich showtime past.
Worktop table interactives honour Blackpool’s promenade lights in the Illuminations Gallery. This area combines history with hands-on innovation, letting visitors experience the art of illumination, echoing the city’s famed light shows. Visitors can learn from the makers, design illuminations, and explore the history and charm of the UK’s oldest and best free light show.
Lastly, guests can learn about the history of dancing in the Dance Gallery by listening to a dressmaker’s table story told by Vicky Gill, costume designer for Strictly Come Dancing, and a projection-mapped ballroom story told by dancer Len Goodman. Visitors can project their heads onto images of moving figures performing various dance genres on a curved wall AV system.
To allow guests to immerse themselves in Blackpool’s illustrious dance culture fully, Squint/Opera recorded dancers and built an elaborate digital stage. To promote inclusivity for all, the interactive is also wheelchair-user-adaptable.
Levelling up
The museum’s philosophy places a strong emphasis on supporting the “levelling up” project, which aims to revitalise Blackpool’s culture and community. To guarantee that the project promotes inclusivity, Squint/Opera also worked with neighbourhood youth organisations, schools, and individuals with learning disabilities.
Jill Carruthers, exhibitions manager at Showtown, says: “Showtown is all about celebrating Blackpool’s entertainment history, so from the offset, we were working with some big names in showbiz! Sooty and Richard Cadell, Paul Zenon and Norman Barrett, to name a few. It’s been an incredible journey working on the development of the immersive spaces with Squint/Opera, and we are so pleased with the results.
“They are engaging for all age groups and incorporate archive footage and mix it with contemporary entertainers. We also developed some wonderful characters together that animate the galleries and guide the visitors through the displays.”
Collaborators on the project included Casson Mann, Coda to Coda, Beck Interiors, Sysco Productions, and Aivaf Ltd.
Squint/Opera recently shared its insights from a recent project for Le Musée national de la Marine, Paris. The firm collaborated with exhibition designer Casson Mann to develop new galleries and exhibitions for the museum ahead of the 2024 Paris Olympics. The new displays seek to contextualise France’s marine history and explore the maritime world with a broader perspective.
