Narrative power isn’t limited to books and movies. Interactive attractions offer a compelling avenue for storytelling, immersing visitors in dynamic experiences where they actively participate in the narrative.
Traditionally, entertainment attractions have presented stories in a linear, passive style. Think about the Pirates of the Caribbean ride or the Jaws experience at Universal Studios Japan, where guests observe a scripted storyline from the confines of their boats. While enjoyable, this approach does limit engagement. Today’s media-based interactive attractions empower visitors to participate in the story, turning passive observers into participants.
Interactivity not only boosts visitor satisfaction but also provides valuable insights for attraction operators. It helps them understand what approaches are working and which need further development. Tech acts as a silent partner, amplifying the story’s impact without stealing the spotlight. It’s an important driver behind successful attractions across museums, edutainment spaces, and theme parks.
Interactive storytelling: leading by example
Founded in 2007, Portugal’s GEMA Digital has emerged as a leading force in adapting stories into interactive experiences. Leveraging interactive visual technologies, the company crafts memorable narratives for a diverse clientele, from brand events to major museum exhibits. It has earned accolades for its innovative work.
For Francisco Portal, commercial director at GEMA, technology plays a unique role in crafting narratives. He views it as a tool to amplify the emotional impact of the visitor experience. By incorporating interactive elements, GEMA allows participants to participate in the experience, personalising journeys and strengthening connections.
But how does GEMA transform abstract concepts into tangible experiences? Through Panasonic’s Connect’s co-creative collaborations with GEMA, I was able to ask Portal about the firm’s approach to interactive storytelling.
First, though, how does Portal define “storytelling” in the context of interactive entertainment?
“Storytelling is the art and technique of shaping narratives within digital or interactive mediums, enabling the audience to actively engage in the experience through their choices and actions,” Portal says.
“This dynamic involvement results in a more immersive and personalised experience for users. Beyond its narrative function, storytelling serves as a powerful tool for establishing emotional connections with the audience. It grants them agency, allowing them to shape their journey within the experience, and proves to be a distinctive factor in a competitive market.”
“Therefore, we understand that storytelling is the cornerstone that not only makes experiences engaging and memorable but also forges a meaningful connection between the audience and the product.”
Behind the creative process
GEMA has a reputation for being able to seamlessly combine technology and spatial design so that the story comes to the fore. What process does the firm follow when it comes to designing an attraction or experience for a client?
“The creative process can vary depending on the client, the nature of the experience, and the specific goals involved. Within the 70-plus museums and exhibitions that GEMA has delivered, we acquired knowledge to work with all kinds of client types.
“Some clients may come with a well-defined vision, while others may be open to more collaborative and creative input. Effective communication and collaboration with the client are crucial throughout the process. This ensures that the final product meets their expectations.
“As an outline of the creative process, the kick-off meeting is where we understand the client’s goals, target audience, and vision for the interactive experience,” Portal continues. “We work with the client to define objectives, messages, and themes. We then brainstorm and develop a high-level concept, creating a first draft for the storytelling and narrative design. If the client has a clear story in mind, we translate it into an interactive format.
Developing the project
“Next, we define the interactive elements and technological solutions to enhance the experience before the client feedback and approval process, where we present the concepts to the client for review and feedback. We collaborate and get client input for improvements to ensure that the final solution aligns with their vision and goals.
“Then we complete the bill of quantities: the equipment needed, the amount of multimedia content, scenography, and specialised human resources for creative, management, and operations, before moving to production. Once the creative process is approved, we start to develop assets, 3D elements, footage capture, motion and graphic design, wireframes, bespoke software development, coding interactive elements, scenography production, and integrating all components into a cohesive experience.
“We develop tests in our R&D warehouse to ensure that the interactive experience functions as intended and provides a seamless user experience. Next, we install and calibrate the hardware and then upload the multimedia content. Finally, we evaluate the success of the project based on predefined objectives and key performance indicators.”
Trends to watch in interactive storytelling
GEMA is known for its expertise in translating interactive technologies into novel experiences. What tech developments have changed the way it tells stories?
“GEMA has an R&D department to ensure we use the latest technology available,” Portal says. “Alongside better hardware and software programs, there are several technological advancements that have influenced storytelling in interactive experiences. For example, VR/AR. This provides immersive environments that allow users to engage with narratives in three-dimensional spaces, enabling users to feel present within a story.”
“Machine learning is another game-changer. Algorithms that analyse user behavior and adapt the story in real-time based on individual choices create a more personalised experience that holds tremendous potential. Interactive installations in physical spaces blend the digital and physical worlds. They use sensors and motion tracking to allow users to interact with a story in unique ways.”
The importance of harmony
One of the most difficult aspects of interactive attraction design is balancing the technical elements so that the story or gameplay mechanic isn’t overshadowed. How much does GEMA rely on your technology partner in this regard?
“The involvement of a technology partner such as Panasonic Connect is often crucial in making informed decisions about selecting and implementing visual technologies,” Portal agrees.
“Early engagement of the technology partner ensures that the technological elements complement the storytelling and gameplay mechanics. This leads to a seamless and engaging user experience.
“We rely on our tech partners for expertise and guidance. They bring expertise in the latest advancements and best practices in visual technologies. Their insights can help in selecting the most suitable technologies for the specific needs of the interactive attraction. They can help identify potential integration challenges and provide solutions to ensure a smooth and unified user experience.
“The early involvement of a technology partner allows for realistic budget planning and provides insights into the project’s financial constraints. In terms of the project timeline, a technology partner ensures the equipment is in stock and will be available when needed.”
Looking to the future
With media-based attractions evolving rapidly, what developments does Portal think have the most potential for the future of experiential entertainment?
“We are enthusiastic about the dynamic evolution of gamification within experimental entertainment,” he explains.
“In terms of technological developments, we are particularly captivated by the advancements in display technologies, including increased resolutions and wider color gamuts. They play an essential role in crafting more visually striking and lifelike experiences. The improvements in real-time rendering engines and graphics processing capabilities also persist in expanding the possibilities of visual fidelity.
“We are keenly interested in the progress in haptic feedback systems,” Portal continues. “It’s fascinating to witness how these systems heighten sensory engagement, allowing users not just to see but also to feel and interact with virtual environments. Those systems add a new layer of realism to immersive experiences, enriching the overall enjoyment for participants.
“The continuous evolution of technology will influence the future of experiential entertainment in captivating ways. It’s not just about keeping up; it’s about leading the way and creating experiences that resonate deeply with our audience.”
GEMA’s proven approach to interactive storytelling
GEMA’s expertise in interactive storytelling extends beyond traditional museum exhibits and theme park attractions. At Expo 2020 Dubai, they partnered with Panasonic Connect to bring the vibrancy of Portugal to life within the national pavilion. Using Panasonic projectors, GEMA delivered a 360° immersive experience. This showcased Portugal’s diverse landscapes and cultural landmarks to more than one million Expo 2020 Dubai visitors over six months.
Across its projects, GEMA demonstrates how interactive elements can enhance narrative delivery. Located in the historic Vila Nova de Gaia region in Porto, northern Portugal, WOW is a vibrant destination that pays homage to the culture, history, and industries of Portugal, encompassing seven museums, restaurants, and shops. Here, GEMA played a pivotal role as the main contractor responsible for delivering four museums. These were The Wine Experience, Planet Cork, Chocolate Story, and PRATA.
Cálem Cellars
Cálem Cellars is one of the region’s notable winemakers and home to the Cálem Bodega interactive museum. Here, GEMA teamed with Panasonic Connect to create an immersive space. This explores the story of wine through all five senses. Inside, Panasonic projection mapping transforms wine vats into dynamic canvases, narrating the history of winemaking. Guests can engage with interactive walls, explore multimedia content, and participate in fun activities.
Beyond physical spaces, GEMA extends its storytelling prowess. Their work for the Web Summit tech conference post-event party in Lisbon transformed a warehouse into a hub of networking and celebration. Interactive games, collaborative murals, and dynamic digital installations powered by Panasonic projectors encouraged spontaneous interactions and fostered a sense of community.
GEMA was also responsible for the immersive storytelling spectacle at World Youth Day in Fatima, Portugal, in August 2023, using video mapping and multimedia content to unfold the narrative through six pivotal moments, filling the venue with radiant illumination.
In a world often fragmented by screens, GEMA reminds us that stories bind us together with shared experiences. As interactive storytelling evolves, it’s worthwhile to remember that true magic lies not in the tech but in the human threads woven into every immersive experience.
If you’d like to discuss the ideas in this article, please click here or email Chad Kunimoto, global business development manager for immersive entertainment at Panasonic Connect.
