TRENDS
INTERACTIVE TECH 3. BRAIN SCANNING
Combining technology, entertainment and experiences, South African Breweries used technology to create an imaginative, interactive game for customers. The ‘Extra Cold Mind Reader’ challenged drinkers to keep thinking cool thoughts, even when presented with images of extreme heat and a range of other distractions. The more they concentrated on thinking cool thoughts, the more ice cold beer they were rewarded with. The brain-powered technology was created for Castle Lite – a low-carb, ice-cold beer, and the novel unique sensory experience used interactive lighting, cold air, immersive visuals and sound to complete the experience. The system was designed by Hellocomputer and built by Thingking, using an EEG headset to measure spontaneous brain activity over a short period of time along the scalp. The device also picked up on conscious thought, emotion and facial expressions, all of which it used to control the experience. This tech has huge potential for attractions.
Haptic screens and reactive tech will enable visitors to be more fully immersed in experiences
CUSTOMISATION 4. REACTIVE ENVIRONMENTS/HAPTICS
Traditionally attractions were static, with all input coming from the visitor. Then the industry moved to interactive environments, where visitors could learn by doing, but the experiences were still pre-programmed, with limited outcomes available from a set menu of options. However, the next generation of attrac- tions will be built with reactive environ- ments, where multiple outcomes are possi- ble depending on the actions of the visitor. All sensory elements of the experience will be reactive, so each visitor will have a journey through the attraction which is initiated by them and customised for them based on how they react to the elements.
We see this as the next level of engagement and part of the trend towards customisation. Attractions will be able to delight each guest by creating an experience which resonates with them personally and engages all their senses. We’ll see haptic surfaces which react and change; lighting and sound which respond to the actions of visitors; walls, floors and ceilings which move, and built-in tech, such as screens which have sensors that enable them to react to visitors. Attractions will be able to combine these environments with live (or robot) actors, making it possible for each member of a group to have a different experience based around a shared core. This principle is being used by operators such as Punchdrunk, with its award winning Sleep No More production in New York. l Find out more:
punchdrunk.com
Attractions will combine reactive environments with live (or robot) actors, making it possible for each member of a group to have a different experience, based around a common core
The system used brain scanning headsets 12 Attractions Handbook 2014-2015
www.attractionshandbook.com
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