Related: Nickelodeon, Herschend execs to speak on branding, themed environments & architecture at TEA’s SATE conference Sept 30-Oct 1 in Orlando / 2009 TEA/AECOM Attraction Attendance Report shows resilience, stability in the theme park industry
Case study of the ICP Pavilion at Shanghai Expo 2010 to be presented at TEA’s SATE Conference Sept 30-Oct 1 by BRC VP Lachel & media director/producer Lipschultz
On the program for 
TEA’s SATE 2010 Conference Sept 30-Oct 1 is a case study of the mass customized guest experience created for the Information & Communications Pavilion (ICP) at Expo 2010 Shanghai.
This discussion will be presented and led by BRC Imagination Arts’ VP and Creative Director for the Pavilion Christian Lachel and Mindi Lipschultz, Media Director/Producer, Exhibitions and Mobile Device.
The ICP features breakthrough applications of immersive digital media, in which the story unfolds simultaneously on large HD video screens and custom, RFID-triggered handheld devices, enhanced with tactile ("4-D") special effects. Visitors make selections on the handhelds, building their own custom web pages through which they may continue the experience offsite.
The 6, 000 square meter ICP recently welcomed its 2, 000, 000th visitor and has been cited as one of the top pavilions at Shanghai Expo 2010, the largest world’s fair ever raised, which will conclude its six-month run Oct 31.
The SATE Conference (Storytelling, Architecture, Technology, Experience), held in Orlando Sep 30-Oct 1, is organized annually by the Themed Entertainment Association (TEA), an international alliance for the makers of compelling places and guest experiences. Theme: "Telling the Inherited Story." Registration for SATE 2010 is now open.
Lachel, who led the creative team for the ICP from tender through production, will moderate the panel discussion on merging a shared full-immersion story with a personal hand-held mobile device. Lipschultz, dubbed a "digital guru" by Post Magazine, produced and directed over 80 interactive and animated media segments for BRC featuring extensive design and production for content and games running on 8, 000 custom built handheld devices. Edward Hodge, BRC Show Systems and ICT Device Manager, also joins the panel bringing his diverse theater and technical background to bear on the discussion.
