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Discussion Feature
www.parkworld-online.com
Is 5D just a marketing gag?
That’s how some perceive it.
Others argue that adding
movement to 4D effects and
3D film does the trick. Here
5D DEFINED
Dr Gerhard Frank
(pictured) offers his own The scientific approach todeveloping attractions
explanation and attempts to
settle the debate
I
believe 5D has nothing to do with a more-of-the-
same-approach, rather it should take us into new
Vienna Airlines by 5D
once and for all
realms. 5D allows us to exploit one of the key
International – a “scientifically-
virtues of modern society and develop unprecedented
engineered” atttraction
experiences at competitive costs.
I am talking about science or, more precisely, the
science behind attraction experiences. Science has
helped shape western world as it is today. Galileo,
Newton, Descartes and others invented methodology
in order to gain knowledge about the world and then
translate this into improved human skills and abilities.
Now it’s time to define what we mean by 5D and
provide the industry with an accepted, verifiable
standard.
“5D refers to a completely new approach to
creating attractions, one that combines a scientific
the science of 5D reveals that each human
perspective with artistic talent and the latest
experience consists of five sub-processes, also called
technologies,” says my colleague at 5D International,
dimensions. These sub-processes closely interact with
Andreas Kornprobst.
each other and affect our consciousness. There are
Such an approach unites many different disciplines,
our emotions, our perceptions, our mental image
including cybernetics, system theory, cognitive
processes, our logical thinking and our social
sciences, biology, psychology, sociology and
interaction through human communication. 5D
philosophy. The outcome is an experience that offers
science deciphers each of these processes and then
unparalleled authenticity, realism, believability, and
identifies how they can be triggered in order to create
connects directly with guests.
rewarding attraction experiences.
By employing science and psychology rather than
In spring 2008, a new entrance plaza
Join the
pure technology, we are able to deliver cost effective
(Riesenradplatz) opened at the Prater in Vienna (Park
entertainment solutions. And those costs are better
World, September 2009, or www-parkworld-
debate!
controlled because 5D enables both the designer
online.com). The Prater is one of the world’s oldest
and operator to plan, develop and execute an
theme parks, dating back to the 18th Century, and
What is your definition of 5D? attraction that better suits their needs.
the Riesenradplatz pays tribute to this heritage. Yet
What’s wrong with 4D? My definition of 5D involves a sophisticated
while it may look pretty on the outside, the project
Is there such a thing as 6D? understanding of how human beings experience
involved more than simply theming. 5D is in its DNA.
Share your views at: attractions, whether at a theme park, museum, visitor
“The Riesenradplatz is 5D at its best”, declares
www.parkword-online.com centre, zoo, aquarium, casino or any other kind of
Kornprobst, the artistic mind behind it. “Without 5D
Once thing’s for sure, 3D’s leisure outlet. Different market segments are
science this regeneration project would not have
starting to sound so 20th converging into one, united by one common factor:
been possible both in terms of time and cost. The
Century! they all provide experiences. But are they memorable
methodology behind it is a big step forward in
ones?
developing customised attractions and experiences
As all of these
together with a client.”
venues compete for
Behind the faux 18th Century façade, the
guests’ hearts and
Riesenradplatz boasts two attractions from 5D
minds, I would
International, a spectacular flying experience, Vienna
argue a scientific
Airlines, and a charming multimedia theatre, the
approach is
Miraculum. For my company these attractions
essential if they are
represented the ultimate expression of 5D. By using
to provide
scientific principles, we realised two experiences that
something truly
touch their target group in an emotional way. Both
The Riesenradplatz
distinctive and
give the client added value at their venue …and they
in Vienna and
different from the
are highly entertaining too! We now plan to export
(above) Andreas rest. Of course, gut
5D to other parts of the world, so stay tuned as we
Kornprobst from feeling is still
develop the next generation of scientifically-
5D International
important, but that
engineered attractions.
alone is no longer a
guarantee of
Dr Gerhard Frank is the CEO of 5D International in
success.
Vienna and will publish the first comprehensive
A closer look at
account of 5D this coming spring.
www.5D-int.com
26
NOVEMBER 2009
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