Museums, theme parks and many other location-based entertainment (LBE) operators are working to create the most innovative and immersive guest experiences possible. In 2023, experiences and attractions need to offer more than an ‘Instagrammable’ moment. Visitors want to be immersed in a world. They want to become the star of their own story, and they also want to play an active role.
Theme parks are inherently immersive destinations, housing detailed themed attractions and lands. But parks from the likes of Disney and Universal are increasingly enhancing their offerings and adding an extra layer to them, whether they’re gamifying the experience or utilising experiential technologies. Other LBE venues are using tools such as sound, artificial intelligence (AI) and projection mapping to enhance their attractions. Even hotels and museums are cashing in on the immersive entertainment trend.
Per the Cambridge Dictionary, ‘immersive’ is defined as “seeming to surround the audience, player, etc. so that they feel completely involved in something”. Here, we explore all of the above, in addition to the most immersive brand experiences, a growing hunger for frights, and, of course, digital art.
Gamification
Gamification, also called interactivity, is a burgeoning trend in the attractions industry. Theme parks are increasingly developing and using new technologies to amplify their experiences. Paving the way is Super Nintendo World at Universal Studios Japan and Universal Studios Hollywood.
Gamification features in many of Super Nintendo World’s attractions and experiences. State-of-the-art technology blends the real world and video games. Visitors enjoy interactive experiences using wearable wristbands called Power Up Bands. The Universal Studios Japan app then links these to their smartphones.
Visitors can physically hit the land’s Question Blocks to collect coins. They feel like they’re competing for a high score in a video game. In addition, guests can collect digital keys and unlock gameplay opportunities in ‘Key Challenges’. These include ‘Boss Battles’ against enemy characters.
“Think of Super Nintendo World as a life-size, living video game where you become one of the characters. You’re not just playing the game. You’re living the game, you’re living the adventure,” said Thierry Coup, senior vice president and CCO at Universal Creative.
DOF Robotics’ Mission Space is a space experience in which visitors travel via simulated rocket flight to another planet. “It’s a really cool theme park ride that consists of eight different platforms, and four simulator experiences,” Emrah Ilkan, DOF’s marketing manager, told blooloop.
The experience includes interactive games, with guests blasting stray asteroids to avoid a collision and collecting cosmic mines. “You see space, you see planets. You also see comets passing by, you see supernovas, black holes,” said Bakit Baydaliev, CEO and co-founder of DOF.
Elsewhere, Universal filed a patent for an ‘interactive Pepper’s Ghost effect system’. Pepper’s Ghost is a special effects technique for creating holograms or transparent ghostly visuals. In Universal’s parks, visitors would be able to interact with the new Pepper’s Ghost effect using a handheld device.
SPREE Interactive has also teamed up with Eurogames to create battery-powered virtual reality (VR) bumper cars. These transport riders to a sci-fi world within a compact floor plan.
AI-driven immersive experiences
AI is a more unique technology to be used in LBE, unlike frequently utilised tools such as augmented reality (AR) and VR.
Swamp Motel is a trendsetter when it comes to technology-driven immersive experiences. In January 2023, the company opened a new AI experience called ‘Saint Jude’. During Saint Jude, audiences engage with innovative technology created by AI company Charisma. They communicate with the brainwaves of coma patients as well as interacting with AI-powered characters and live performers.
Clem Garritty and Ollie Jones are the founders and creative directors of Swamp Motel, an award-winning creative studio. They aim to create “genre-bending, technologically advanced theatre” as well as “exhilarating, interactive experiences that blur the lines between fantasy and reality”.
Charisma’s Guy Gadney added: “Immersive theatre and Charisma’s artificial intelligence both share the same goal – to pioneer new forms of entertainment by casting audiences inside the stories themselves. This means that participants can speak to the characters, influence their emotions, and then even change the story itself.”
Elsewhere, the Dalí Museum in Florida opened an exhibition called ‘The Shape of Dreams’. Here, guests can see their own dreams transformed into works of art. The ‘Dream Tapestry’ experience lets visitors generate images based on their own dreams through an AI system called DALL-E. Goodby Silverstein & Partners and Minds over Matter collaborated on ‘Dream Tapestry’, as well as OpenAI, a research company founded by Elon Musk that created DALL-E.
Speaking to Artnet News, the Dalí Museum’s director Hank Hine said:
“We take Salvador Dalí’s own interest in science and technology to revolutionize the museum experience. To make his paintings, Dalí invented a way of waking himself from his dreams and then drawing what had passed through his mind. We wondered, how can we give people direct access to their dreams like this?”
Immersive theatre experiences
In an immersive theatre production, the audience will play a role or experience a physical environment unlike traditional theatre. Before Swamp Motel’s AI-driven theatre experience, the group opened a theatrical thriller in London called The Drop. This followed the Isklander trilogy of online mystery experiences – Plymouth Point, The Mermaid’s Tongue and The Kindling Hour.
The Drop took audiences to London’s criminal underworld. Guests got to explore a hidden world created for a maximum of four people at a time. “Like all our work, audiences will be right at the centre of the story, a story we hope will leave them questioning what was real and what wasn’t long after they leave,” said Jones and Garritty.
“In my mind, theatre is experiencing a show from a seat,” Swamp Motel’s managing director Daniel Hemsley told blooloop. “Immersive theatre pulls you from that seat. We had already been developing an approach that made it feel as if the action was happening to you. What we liked was that you were stepping into something that felt like you were a protagonist. It was your story to move through and drive forward.”
Department of Wonder describes itself as equal parts immersive theatre, arcade, art gallery and theme park. Located in Sugar Land, Texas, the award-winning immersive, mixed-reality fantasy blurs the line between physical and digital reality. Guests must solve puzzles within a fantastical universe of interactive experiences and colourful characters.
In the ‘Lamp Maker’s Emporium’, audiences are equipped with a light-gathering lantern and then allowed to explore the fictional world. They encounter several characters, some human and some digital – and one grumpy puppet swamp frog. Guests must find their own way on a path as they explore and gather light.
Time travel
The concept of movement between certain points in time still isn’t possible, but immersive technology is. Layered Reality’s Gunpowder Plot experience takes place at the Tower of London. It brings the history of the 1605 plotters to life and completely immerses the audience as participants. Starring Harry Potter’s Tom Felton as Guy Fawkes, the attraction builds on the Layered Reality technique. This combines digital technology and live theatre, as well as real physical sensations to create a uniquely immersive and memorable experience.
Andrew McGuinness, the CEO and founder of Layered Reality, told blooloop: “You step back into 1605. Rather than viewing or reading about history, you become part of that history. You become a participant in the plot to blow up parliament and the king. Ultimately, you have to decide whether you are going to back the king or whether you are going to back the plotters. The technology and the layered reality tools allow us to tell that story in a way that otherwise couldn’t be done.”
“If you can suspend your disbelief, and believe you’ve genuinely travelled back in time, then we’ve done our job correctly. You feel that thrill, that excitement, that peril. At one point, you have to escape and hide in priest holes whilst a manor is being raided. If you feel that viscerally, not just as something you’re consuming, or that is entertaining you, but you feel that fear, we have achieved our goal.”
Beyond King Tut is an immersive exhibition making its way across North America. This brings to life the archives of the National Geographic Society. Visitors embark on a journey to ancient Egypt. During the experience, they meet ancient Egyptian gods such as Ra and Anubis, and descend into King Tut’s burial chamber.
Kathryn Keane, VP of public programming and National Geographic Museum director for the National Geographic Society, said:
“New technologies are making it possible to fully immerse people like never before in important stories from our past, allowing us to develop connections and understand history’s influence on our present and future generations.”
Horror and frights
Eerie attractions and horror experiences are intrinsically immersive, with spooky sounds, scare actors and spine-chilling sets. The trend for these horrifying offerings is huge, and many new venues and pop-ups are also launching around the world. These include an official Saw experience and a Halloween Ends attraction in London. There is also an It-themed escape room and an escape experience based on the Blair Witch franchise in Las Vegas.
Universal is even opening a new year-round horror experience at AREA15 in Las Vegas. Page Thompson, the president of new ventures at Universal Parks & Resorts, told blooloop the decision to open the attraction is due to a “huge and growing demand for immersive experiences”, particularly horror-themed ones. Fans of Halloween Horror Nights can expect to see many similar offerings to those at Universal’s parks during Halloween, as well as new and innovative experiences.
AREA15’s CEO Winston Fisher told blooloop the destination is going to be “incredible and standout”. Universal’s Halloween Horror Nights is a “30-year concept that has incredible brand awareness”, he added. “It’s edgy, it’s cool, it’s fun. It’s the right concept to be part of the AREA15 district.”
On Vegas’ Escape Blair Witch, Ryan Gallego, the director of global live, interactive and LBE for Lionsgate, told blooloop:
“It’s not just about being an escape room. And it’s not just about being a horror attraction like you might see in a seasonal space. Instead, we want you to feel like you are part of the film, part of the game, part of the franchise. We’re going to pull out all the stops to allow you to have fun, but also to scare you.”
Lionsgate’s Jenefer Brown said: “Immersive is everything, whether it’s a walk-through experience, dining, shopping. There is such a focus right now on how we can bring fans and consumers into a story or a world.”
TV stars
Putting people inside their favourite TV shows is another trend to watch in the immersive space. An interactive experience inspired by Netflix’s Squid Game is available at several Immersive Gamebox venues in both the US and UK. Based on the Korean survival drama TV series, the adults-only attraction challenges players with ‘Red Light, Green Light’ and ‘Marbles’, as well as ‘Dalgona’, ‘Tug of War’, and ‘Glass Bridge’.
Sandbox VR has also partnered with Netflix to create a VR experience based on Squid Game. Players will find themselves in locations from the show where they become contestants in challenges like those seen on TV. Sandbox VR uses innovative motion-tracking technology to capture the movements of a player’s entire body. It also uses a haptic system to provide realism and immersion. Guests then use their own bodies as game controllers as they freely roam and explore virtual worlds.
Netflix’s biggest brand, Stranger Things, is also inspiring LBE experiences. An attraction in the ǝpᴉsdn uʍop has been in locations including London, New York and San Francisco. Stranger Things: The Experience brings to life iconic locations in Hawkins.
Another popular series, Bridgerton, was the inspiration for The Queen’s Ball: A Bridgerton Experience. This unique fan attraction immerses attendees in the lavish world of the Netflix show. The experience combines free-roam immersive spaces and a theatrical performance to create a unique offering. It features elaborate costume and set designs, live dance and quartet performances and innovative technology, as well as theatrical characters that interact with guests.
Gaming brands
Gaming enthusiasts are looking for new ways to enjoy their favourite video game brands. And the LBE business is here to help.
Japanese game company Nintendo is a pioneer when it comes to this. The first Super Nintendo World in the US debuted in February 2023. In addition, Universal Studios Japan is already expanding its land to include a Donkey Kong-themed area.
“We are proceeding to utilize our IP in areas that are new to Nintendo,” said Shuntaro Furukawa, president of Nintendo, in 2021. “By bringing Nintendo IP to new areas, we can continually generate touchpoints with consumers who have stopped playing Nintendo games as well as with those who first encounter Nintendo IP in a context outside of games.”
In the UK, Little Lion Entertainment has teamed up with video game companies Square Enix and Crystal Dynamics. Together, they have created an immersive Tomb Raider experience at Camden’s Stables Market. The attraction takes inspiration from both the video game series and films. Guests escape a sinking ship, explore the jungles of Costa Rica and find an ancient tomb.
“Despite the promise of the metaverse, I hope, and am convinced that, the real world will always be the most interesting place that we operate,” Tom Lionetti-Maguire, Little Lion Entertainment founder and CEO, told blooloop. “Taking the world of video games, taking the world of TV and films, then installing it into the world of theatre – you’re there doing it with your friends in real time, right in front of you. That’s super interesting for me.”
Ubisoft has also been turning its games into LBE experiences, initially with a Raving Rabbids 4D dark ride at Futuroscope. “Video games and theme parks have a lot more in common than we think,” said Mathilde Bresson, location-based entertainment manager at Ubisoft.
Ubisoft also resurrected its classic video game Prince of Persia as a VR escape room. Its third VR escape room came after two Assassin’s Creed-themed rooms. “Ubisoft’s Escape Games are tapping into two popular and growing entertainment trends – combining escape rooms and location-based VR in highly immersive, one-of-a-kind experiences,” said Cyril Voiron, executive producer for Ubisoft’s Escape Games.
Soundscapes
Sound is becoming increasingly important in immersive experiences, with venues such as Illuminarium and MSG Sphere using it to enhance their offerings. Holoplot, for example, is transforming the way sound is used and enjoyed through its X1. First place in this year’s blooloop Innovation Awards, X1 is a new type of professional loudspeaker system. It provides unprecedented control over sound, more akin to controlling light.
For its ‘Spatial Holodeck’, Spatial transformed a room at SXSW in Austin, Texas to offer an immersive sonic tour of Earth’s most unexplored locations. The space featured real-world audio as well as Spatial-designed soundscapes. Spatial’s Thomas Hale said the experience explored the “sonic impact audio can have on people, brands and spaces”.
Hale added: “We believe sound has a huge impact on how we as humans feel and interact within a space. So, we’re focused on building experiences that make everyone feel part of the action.”
In New York, the Museum of Future Experiences (MoFE) is providing personalised content through VR and psychology. The venue also utilises immersive theatre and a state-of-the-art speaker system to explore visitors’ states of consciousness. One show, called Gnosis, is a meditative audiovisual experience. This takes guests to the ‘inner landscape of the mind’ to reveal their ‘true nature’. Liminality describes itself as a technologically-induced head trip.
MoFE’s CEO and founder, David Askaryan, told blooloop:
“We draw on a lot of psychology, we draw on the teachings of interesting philosophers and gurus, we draw on the phenomenal. We love things that are fantastic in nature, things that are wondrous. That could mean everything from nature to psychedelic-inspired experiences.”
Like MoFE, Dreamachine is also a unique and trippy experience. It sends visitors on a magical journey to explore the potential of their minds. Using just light and music, the artwork unfolds behind guests’ closed eyes. Elsewhere, House of Music Hungary takes an innovative approach to engaging visitors with music through sound engineering and visual displays. Highlights include an immersive audiovisual experience in a dome-shaped space.
Darkfield creates immersive 360-degree audio experiences such as ‘Flight’, ‘Coma’, ‘Invisible’, ‘Eulogy’ and ‘Séance’. Flight takes place in absolute darkness inside a shipping container, while Eulogy uses binaural sound and speech recognition technology. Invisible is a communal experience using complete darkness and 360-degree binaural sound. NBCUniversal and Blumhouse Productions commissioned it to promote the theatrical release of The Invisible Man in 2020.
Writing for blooloop on the importance of sonic authenticity, Ben Herrington of Sound Sculpture Inc said:
“Sound can reinforce a narrative and articulate an environment. Sound can influence emotions, evoke memories, and adeptly set mood and tone. It can also help guests understand a scene and extend beyond what is visible. Sound is a powerful tool that can profoundly shape a story and help deliver compelling experiences.”
Digital art
The combination of technology and art remains on-trend in the attractions industry. For example, teamLab is a pioneering group with museums that project art onto the walls. These works evolve and interact with each other, and also with visitors. teamLab Phenomena Abu Dhabi, the art collective’s latest venue, will open in 2024.
“Physical media is no longer the limit,” teamLab told blooloop. “Digital technology has made it possible for artworks to expand physically. Art created using digital technology can easily expand. So, it provides us with a greater degree of autonomy within the space. We are now able to manipulate and use much larger spaces.”
Superblue, which opened in Miami in 2021, allows guests to enjoy art outside of traditional museums and galleries. In 2022, it launched a particularly innovative mixed reality (MR) art and gastronomy experience. Dishes included a “mousse of roasted hopes” and a “pearl that tastes like the first time you ever bit your lip”.
Other immersive art locations bring to life famous works, digitising and displaying them using visualisation techniques. Culturespaces’ Atelier des Lumières surrounds visitors with projected masterpieces by the likes of Leonardo da Vinci and Egon Schiele. Its first venue for immersive digital art in North America, Hall des Lumières, launched in 2022.
Frameless, London’s first permanent digital art experience, is a space for immersive interpretations of iconic artworks. Rather than simply looking at the painting, the experience immerses them in every brush stroke and every splash of colour. “We’re multi-tech. Each of our galleries is using a different form of technology,” Richard Relton, chief executive at Frameless, told blooloop.
Fisher describes AREA15, an experiential art and entertainment complex, as “an imagination box”. Highlights include a Japanese maple tree and canopy with more than 5,000 LED lights. There is also an immersive audio and visual experience inside a 360-degree projection-mapped room.
In addition to launching its first pop-up experience in Saudi Arabia, AREA15 is expanding its district in Las Vegas by 20 acres. It is also heading to Orlando. “With AREA15, we established a new paradigm demonstrating how irresistible an art-filled destination built entirely to inspire, amaze and entertain could be,” said Fisher.
“It’s not enough to give [the customer] just an Instagrammable moment anymore. People want to be part of the film – they want their lives to be part of the movie,” said Michael Beneville, chief creative officer of AREA15. On what makes a successful immersive experience, he said: “Most of all, it just has to blow your f***ing mind.”
Artainment
Artainment either refers to the fusion of art and technology, or art and entertainment. The likes of Meow Wolf are spearheading the latter. The group’s House of Eternal Return is an innovative ‘fun-house’ in Santa Fe, New Mexico. It features immersive art, secret passages and interactive objects that guests can play with.
Omega Mart at AREA15 offers purchasable products and art installations. Highlights include a labyrinth-style maze and an interactive playground. Convergence Station can be found in Denver, Colorado and the company’s latest installations are due to open in Texas.
Elsewhere, Chicago’s WNDR Museum is expanding across the US, and Ohio’s Otherworld is heading to Philadelphia. Guests will experience “iridescent creatures and primordial monsters, crawlable tubes and infinite expanses of light, and alluring art with depth and a captivating narrative”. Otherworld’s founder Jordan Renda described the attraction as “a giant, explorable, interactive art installation”.
Wake The Tiger in Bristol, UK, is described as an experiential art gallery, interactive theme park and detailed film set. “You have to see it to believe it,” said Lak Mitchell, Wake The Tiger’s creative director. “Wake The Tiger is an abandoned time capsule of fantastical experiences just waiting to be discovered.”
Luna Luna was the world’s first travelling art amusement park. It is being restored for a worldwide tour starting in North America in 2023. It debuted in 1987 with rides, games and fairground attractions designed by artists including Salvador Dalí, Jean-Michel Basquiat, David Hockney, Keith Haring and Roy Lichtenstein.
Canadian rapper Drake has invested $100 million in the art park. “When I first heard about Luna Luna I was blown away,” he said in a statement. “It’s such a unique and special way to experience art. This is a big idea and opportunity that centres around what we love most – bringing people together.”
Immersive experiences in new places
Museums, observation decks and other more conventional visitor attractions are also cashing in on the immersive trend. One example of this is the Thea Award-winning Quake Lisbon Earthquake Center. “A traditional museum set-up wasn’t good enough. We needed something more engaging. We wanted to push the boundaries,” said Victor Schade, the creative lead at Jora Vision.
The walk-through experience brings to life the story of the 1755 Lisbon earthquake that devastated the city. Jora Vision used its storytelling expertise to make visitors feel like they were being transported to this key moment in history, using highly themed environments, a custom soundtrack and projection mapping, as well as special effects, immersive show lighting and video media.
Casa Batlló is one of the most famous architectural works by the modernist architect Antoni Gaudí in Barcelona. To provide an award-winning cultural experience, Casa Batlló utilised the latest projection technology. One room has 36 projectors and a dome with over 1,000 screens to represent the mind of a young Gaudí. The natural universe that inspired the architect comes to life, letting guests participate in the creative experience.
In New York, Summit One Vanderbilt is an immersive and multi-sensory observation deck experience. Themed entertainment and experiential technology add a new dimension to the cityscapes. The observation deck is located above Madison Avenue in one of New York’s most impressive supertall skyscrapers.
“We didn’t want to frame the experience as an observation deck,” Nastassia Welter, the VP of sales at Summit One Vanderbilt, told blooloop. “When the visitors leave Summit, we want them to say: ‘Wow, this was incredible. I had fun. It wasn’t just going on an elevator ride to a tall building – I feel I’ve been part of something.’”
Electrosonic, a global leader in innovative audio-visual technology solutions, was a key player in realising this vision. Summit One Vanderbilt won Best in Show at the blooloop Innovation Awards in 2022.
Concerts are also getting the immersive treatment. Designed by Stufish, the ABBA Arena opened in east London in 2022 as the venue for Swedish pop group ABBA’s virtual reunion tour. In ABBA Voyage, Agnetha, Björn, Benny and Anni-Frid perform as digital versions of themselves.
These digital avatars, or ‘ABBAtars’, were created by Industrial Light & Magic (ILM). This is a visual effects company founded by Star Wars creator George Lucas. The band performed in motion capture suits, with cameras scanning their body movements as well as their facial expressions.
Stufish partner Alicia Tkacz said the project “provided the perfect blend of architecture and entertainment, allowing us to create an amazing immersive experience for the audience that has never been seen before”.
Immersive hotel experiences
Another new space for the immersive experience trend is hotels. Two Bit Circus, creators of the world’s first ‘micro-amusement park’ in LA, is now expanding to include experiential hotels known as Revelers Resorts in Colorado and Connecticut.
“Revelers Resorts are more of a family destination,” Andy Levey, marketing director at Two Bit Circus, told blooloop. “So, the aim was to create a world that kids from six to 12 years old could be a part of and immerse themselves in and that their parents could genuinely enjoy with their children.”
The destinations will be magical circus grounds, featuring state-of-the-art entertainment and interactive gameplay. “Because we have an entire resort, it’s effectively one big story room,” added Kim Schaefer, CEO of Two Bit Circus. “You will go on adventures throughout your stay.”
Two Bit Circus is modelling these interactive hotels on the Star Wars: Galactic Starcruiser accommodation concept. Disney’s stellar space features a cruise-style itinerary where visitors become the hero of their own Star Wars adventure. Described as ‘storyliving’ rather than storytelling, guests are taken deeper into the Star Wars universe than ever before.
The Halcyon Starcruiser is the setting, known for its spotless service, comfortable cabins and exciting entertainment, as well as delicious F&B. Halcyon passengers can alter their own storyline as they interact with characters, crew and other guests. State-of-the-art technology and captivating storytelling provide an innovative experience.
“Star Wars: Galactic Starcruiser is a completely new type of experience,” said Ann Morrow Johnson, executive producer and creative director at Walt Disney Imagineering (WDI). “You’re going to live onboard a starcruiser, and you can get wrapped up in the larger Star Wars story. For the first time, we’re going to invite guests to become the hero of their own Star Wars adventure. They will live aboard a starship for two days and two nights.”
In France, multimedia studio Moment Factory worked with global investment manager Schroders to reinvent a hotel as an immersive experience. For the ‘Grand Magic Hotel’, Moment Factory integrated interior design, lighting, technology and digital content to the reimagined hotel space. Guests are transported to an ever-changing environment of fantastical architectural effects and visuals.
Experiential technologies
Speaking at blooloop’s Festival of Innovation in December 2023, Martin Howe of Dapper Labs explained: “Experiential technologies are technologies that can, with the right creativity and content, enhance in some way the visitor experience.”
As demonstrated in all of the previously mentioned immersive experiences, operators and owners are harnessing the latest technologies to elevate the guest experience and make a visit more memorable. The Walt Disney Company is a trailblazer when it comes to developing innovative technologies. The company is now looking into virtual worlds and rides beyond AR and VR.
In 2022, Disney filed a patent for rides that would offer a 3D virtual experience without VR headsets or AR-enabled devices. The new technology would project a 3D scene to guests on rides by tracking their eye positions for an immersive experience beyond VR and AR. This came after the company was also granted a patent for a ‘virtual-world simulator’. This would allow multiple visitors to experience a digital world within a real-world theme park without headsets, glasses or smart devices.
Another example of Disney’s use of experiential technology is Millennium Falcon: Smugglers Run at the Star Wars: Galaxy’s Edge lands. The attraction uses a mixture of real-time content delivery and live interaction to deliver a unique immersive experience for every guest. Therefore, each visitor enjoys a slightly different experience and story based on their interactions.
Elsewhere, Hologate and Sony Pictures are using VR to provide the new Ghostbusters VR Academy experience. The immersive training simulator is set in the world of Ghostbusters. In one game, players can take on high-risk ghost encounters. In another, they can drive a new version of the Ecto car.
“For the first time ever, players will be able to train to be a real Ghostbuster in an amazing academy setting and race a new flying version of the Ecto using Hologate’s vehicle motion simulator. This fantasy-fulfilling experience is only possible in virtual reality and with Hologate’s location-based entertainment technology,” said Jake Zim, Sony Pictures Entertainment’s senior VP for VR.
At OCT’s Fabland Valley Resort in China, Triotech’s ‘Hive Break’ walk-through experience is a multi-sensory, immersive and interactive adventure. Set in a futuristic fantasy world, Hive Break features two parallel pathways with intertwining narratives. Both parallel paths consist of three unique zones. There is a motion simulator with 4K media content, a training facility with projection mapping and an interactive theatre.
Hive Break includes thrilling custom visuals, as well as exciting gameplay, and an engaging story. Triotech’s CEO and founder Ernest Yale told blooloop: “People want to see new things and they want to be active; they don’t want to sit in one place. The important thing is that we use technology, but we don’t want to focus on it. Because what the guests will remember is the story and how they interact with the story. That’s why we try to make the technology as seamless as possible.”
