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EXHIBITION DESIGN
BRAND IMAGE
Kraftwerk
Markus Beyr,
managing director
There are many opportunities to refresh
existing attractions in a theme park. Media
based attractions are the easiest genre to
keep current by just updating the content.
Changing fi lm content is easy for screens
where the format is 16:9 and many fi lms
are available for 3D and 4D theatres.
For attractions that don’t have a fi xed
theme and need refreshing, I recommend
branding. Is there a local IP (intellectual
Kraftwerk’s 4D seats enable visitors
property) which is famous in your country,
to get completely involved with the show
but perhaps isn’t big globally? It could be
a tv series, a movie, a children’s character the branded characters, which is played The latest refurbishment I’ve worked on
or even a music band or song – anything to guests during the ride through small is for Futuroscope in France. It’s an exist-
that’s timeless and fi ts in with the style of speakers inserted into each coaster seat. If ing Imax dome theatre with four 25-seater
your attraction could work. Licensing the done well, with a story that fi ts and is dra- motion platforms. Luc Besson created a
rights shouldn’t be too expensive. matically and artistically presented, it can specialised ride version of his Arthur 2
For long established brands, you don’t enhance the experience tremendously. movie and we designed 4D seats and cre-
need to obtain licensing rights, as they can Technical add ons are often a clever ated some exciting new 4D effects, such
be freely used 70 years after the death of solution to refresh existing attractions. The as Spiderweb, which gets people very
the IP owner. Famous brand uses are tales implementation of video or sound can involved during the show – at one point
such as 1001 nights, the Brothers Grimm’s improve your visitors’ experience. I’ve we simulate a spider striking the face of
fairy stories and Dracula. For example, a worked a lot in this area to create innova- the guests. It was great to develop this
theme park operator could link an exist- tive technical solutions in the last 10 years. attraction with the creative people from
ing famous brand to a roller coaster and There’s also an upcoming demand for Futuroscope. Arthur 4D is a completely
obtain the rights or take a discontinued implementation of new technologies, such new themed attraction, but almost eve-
IP. They then create a themed pre-show as interactivity or human RFID tracking into rything that was in the main show before,
plus a customised sound track relating to existing attractions. besides the media, could be reused.
PIMP YOUR RIDES
attraction should be consistent, colourful building and embellished it to create a fun
and, most of all, true to its theme. place people want to visit.
Jora Vision Achieving this doesn’t necessarily Attractions searching for family orien-
Jan Maarten de Raad,
require a large investment. Jora Vision’s tated entertainment could consider our
CEO and
Park Check-up© is available for leisure Magical Minigolf©. We’ve transformed
company founder
destinations such as theme parks. This this traditional game into a sensory expe-
service includes a check-up of facades, rience where everything the guest sees,
We have three specialist products for cre- park signage, street furniture and fencing does, hears and even smells contributes
ating new and innovating attractions with to attract visitors. We’ll examine the opera- to a story. At Molenheide in Belgium’s
limited budgets. tor’s existing elements then give advice Forgotten Mine, we used a themed envi-
Usually an obsolete ride means you on how to enhance them and create an ronment, interactives, startling surprises,
have to invest a considerable amount of extraordinary world to dazzle visitors. At sound-effects, scents and animatronics to
money to remove that ride and build a Cinemagic Drievliet, we took a fairly basic create the Minigolf of the future!
new one. We’ve developed a method of
upgrading an existing ride with our Pimp
my Ride product, which uses an existing
ride system to create a completely new
experience for your guests and immerse
them in a story complete with sound and
special effects. One example of this is
the Monorail at Drievliet park in Holland,
which we transformed, while retaining
the original, basic structure.
People visit parks to explore new places.
This should be a thrilling journey, in which
they leave everyday life behind. To fully
immerse visitors in this new world, the
Cinemagic Drievliet was transformed into a more interesting place to visit by Jora Vision
34 Read Attractions Management online attractionsmanagement.com/digital AM 1 2010
©
cybertrek 2010
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