SimEx-Iwerks, a pioneer in developing immersive cinematic experiences, is celebrating the launch of the new Immersion Theater at Shedd Aquarium in Chicago, US, a next-generation 4D experience that uses visuals, audio, lighting, and sensory effects to fully immerse visitors in the aquatic environment.
The theatre, which officially opened on 9 May, reflects the latest advances in immersive storytelling, with larger side-wall imagery, choreographed special effects, dynamic lighting, and SimEx-Iwerks' latest seating technology.
The new theatre also offers an interactive pre-show environment with AR animal-encounter photo opportunities and immersive digital media, aiming to engage visitors before the main experience.
Shedd Aquarium Immersion Theater Pre-Show Photo Op © Shedd Aquarium/Brenna Hernandez
Colby Sellers, senior director of guest relations at Shedd Aquarium, says, "4D Experiences in this reimagined theater will be more immersive than ever before, allowing our guests to not only learn about, but also feel what itʼs like to be part of aquatic environments on the other side of the planet.
"A core part of Sheddʼs mission is to connect people with nature, and sensory experiences are a great way to spark a lifelong compassion for animals."
'Beyond the traditional 4D theater experience'
Since 2006, SimEx-Iwerks and Shedd Aquarium have been working in partnership to bring family-friendly 4D Experiences to millions of visitors.
This new installation reflects a significant milestone in the almost 20-year relationship between the two organisations and sets a new standard for immersive theatre design within the aquarium sector.
Shedd Aquarium Immersion Theater Seats © SimEx-Iwerks. All Rights Reserved
Sean McAllister, senior vice president, attraction development at SimEx-Iwerks, says: "This Immersion Theater was designed to push beyond the traditional 4D theater experience.
"From the expanded side-wall visuals and interactive pre-show to the choreographed lighting, environmental effects, and new seating technology, every element was designed to surround guests in the story."
See also: A new era for SimEx-Iwerks: innovation, identity & the future of attractions
Shedd Aquarium Immersion Theater Ticket Desk, Penguins 4D© John Downer Productions Ltd, 2024. Photography Frederique Olivier/JDP © 2012
The attraction further strengthens the deepening role of immersive cinematic experiences in increasing visitor engagement, repeat visitation, and emotional resonance through experiential storytelling for zoos, aquariums, museums, and destination attractions.
Last year, SimEx-Iwerks added a new nature-based product line to its family entertainment portfolio, seeking to bring families closer to nature through elevated outdoor experiences.
