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MULTIMEDIA


(Below) NASA’s Kennedy Space Center Visitor Complex combines live theatre, interactive exhibits and media to explain the future of space exploration


Concept i has designed three entertainment zones at the Kuwait 360 Mall Twice an hour the entire exhibit is


transformed into a live immersive show environment for a 12-minute presentation called Explorers Wanted, in which a NASA communicator talks guests through new missions, new discoveries and the chal- lenges of space exploration. “During the show, visitors sit on bench seats, surrounded by digital imagery, as the communicator inspires the audience to become part of a NASA mission and the future of space exploration,” says Tom Brighton, media support specialist at Electrosonic. “The main show is displayed on a series of fi xed, geometrically shaped screens. The primary content is shown on a large 14ft (4m)-wide centre screen and a secondary 12ft (3.6m)-diameter circular screen, stage right. Two additional projec- tors display content on four trapezoidal screens, which grow progressively larger in size as they arc over the centre screen.” The exhibit and show is run by a Medialon Manager control system, with content served by 10 of Dataton’s Watchout players feeding nine projec- tors and one monitor. Dataton’s marketing manager, Fredrik Svahnberg, says: “We love projects which push Watchout to new limits. The result is an immersive audiovis- ual experience which educates, as well as telling a thrilling story of potential.”


THE GREAT GAME Chelsea Football Club in London, UK is also celebrating its history with the launch of its own football museum. The 670sq m (7,200sq ft) space uses state-of-the-art


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technology and innovation to create inter- active exhibits, user-friendly touch screens and audio-visual shows, created by Mather & Co. The 16 different zones include a shooting gallery, where kids receive a video introduction and tutorial from a Chelsea Academy member and photo opportunities with big players through the use of green screen technology. The Hall of Fame showcases a montage of videos, images and memoribilia of the club’s most popular players.


EDUTAINMENT Interactive technology is also supporting schools’ learning programmes. The Sutton Life Centre Life Skills Zone in the UK, an £8m (€9.14m, $12m) world-class interactive learning facility focuses on safety, fairness and green issues. The centre opened last year and allows children to participate in real-life scenarios where they learn to cope with some of the challenges of growing up, such as teenage drinking and bullying, and also to embrace green choices. Created in partnership by Sysco, Land Design Studio and Studio Simple, the Life Skills Zone is part movie set and part learning experience with three areas of projection, plus a virtual living space. “In a technological world where high specifi ca- tion media delivery is part of every home, the challenge was to wow the children and engage them with ideas and advice, with- out being patronising and preaching,” says Hugo Roche, managing director of Sysco. One of the experiences creates four fully fi tted rooms in a home, to cover issues


Read Attractions Management online attractionsmanagement.com/digital


such as domestic violence. Plates and cups are projected onto the table and a sound track plays of an angry father, upset mother and children playing up. This is fol- lowed by virtual children giving the pupils information on who to approach for help.


INTERACTIVE FUN Multimedia and technology is the USP and tool to drive repeat custom at the Kuwait 360 Mall, which opened last year. This lux- ury, three-storey shopping centre houses three entertainment zones designed by Concept i. There’s a 7,000sq m (75,000sq ft) family entertainment centre – Infunity – a 1,500sq m (16,145sq ft) teen zone – Freeze Club – and a 3,500sq m (37,700sq ft) bowling complex –The Bowl Room. Business development manager, Hidemizu Kanamoto, says: “We were briefed to stimulate real cerebral and physi- cal challenges to inspire return visits.” Interactive play activities have been


morphed into digital games technology. A suspended ropes/climbing course is inter- twined with the rollercoaster and go kart environment, using the fi rst ever translu- cent Plexiglas climbing wall with dramatic colour change lighting. Digital media walls are used to project gaming displays throughout the attraction. The future for this sector looks thrilling.


As Kanamoto says: “New technology is more reliable and cost-effective, broaden- ing the options for designers. The interface between people, space, entertainment and communication is continuously becoming more human, natural and friendly.” ●


AM 4 2011 ©cybertrek 2011


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