Company Profile

shipped. It’s a rigorous process which simply under-lines the level of creativity, quality and service that clients have come to expect from Simworx. “During the ride experience, guests move forward and backward during the

experience in conjunction with the all important sensation of flying which is enhanced as the riders legs are dangling free, while a range of (optional) in-theatre effects such as water spay, wind, smoke and special effects lighting provide operators with a truly sensational ride guaranteed to excite visitors,” says Edward. As my tour of the testing facility comes to a close, I am invited to sit on one of 160 3DOF 4D seats ready to be shipped out for a project in Russia. A non-disclosure agreements means Edward can’t tell me anything more about them, except that they form part of what promises to be an ‘amazing immer-sive experience” and that Park World can have the exclusive when the project goes live, so watch this space!

Enhancing the experience Back at the office, we are soon onto the subject of IP’s - big business in the global attractions indus-try. “Our media based rides lend themselves beautifully to IP’s,” says Edward, adding: “Park’s know guests will relate to an IP and want to come and ride the ride as a result. A great example of this is an-other of our project’s, the Thea award winning Kung Fu Panda attraction developed in partnership with DreamWorks and supplied to a number of different venues in Dubai, including several of the theme parks which come under the Dubai Parks & Resorts banner.” The Cobra theatre experience incorporates two rooms, each with two 25-seat, 3DoF, hydraulic motion platforms themed on a Hong Kong junk boat, with a 4K 3D projection system, water spray, wind and special effects lighting – and it’s been hugely popular. Looking ahead at IP related projects, Edward tells me that

the company is also supplying a version of its Immersive Adventurer to Future Kid’s Cartoon Network World in Kuwait. The attraction is a high-ly dynamic, 3DOF motion simulator, themed internally as a 16 seat ‘vehicle’ which uses 13 video screens to project media on all sides of the vehicle and even in the roof. The innovative AV technolo-gy which will totally immerse the rider into the world of Ben 10, will be a key attraction at Cartoon Network World, Kuwait, which is to be completely redeveloped in 2019, with all the current rides re-placed. The Immersive Adventurer rides were initially created for venues with a smaller

footprint, making them perfect for Family Entertainment Centres. They are offered with a library of films and can be supplied with or without the base frame, so they “tick all the boxes”, says Edward, adding that in the unlikely event they do not have a film suitable for the venue, “we can make one specifically for them.” I’m interested to find out how Simworx is able to create rides and attractions that spring so naturally from the personality of the characters and the worlds they

inhabit. Like anything, it’s a process. Edward explains: “We will look at the IP and understand the story, then suggest the attractions it might suit it and how to make it work for the target group. In collaboration with the park, our team of engi-neers will design the ride, then our design team will come up with the visuals that really bring it to life. Sometimes the client will come to us with

a design and we will re-engineer the ride or tweak the crea- tive to make it happen. The most challenging projects are the larger, more bespoke attractions, but we really enjoy these challenges as it enables us to spread our wings. Everyone wants something a little bit different and that’s what makes it so much fun.” Another interesting attraction, which Edward suggests will also lend itself well to IP related projects, this time in

waterparks, is the Immersive Superflume, developed to work with water rides. This new attraction will see a motion base and immersive screens added to a flume ride for what will be a totally unique, world first experience. Using 16-seater boats and a conveyor loading system on the attraction, riders

will leave the load-ing/unloading station and sail through a dinosaur themed area before entering an Immersive Tunnel section where their boat will stop and huge immersive screens on either side of them will come to life to provide a dinosaur adventure element. Movement of the boats in synch with the action on the film/visuals will also be incorporated to add further to the experience. Having escaped the dinosaurs, the ride will then continue through another dinosaur themed section before entering a 12m vertical lift featuring further theming and various special effects. On exiting from the top of the lift, riders will plunge into the final splash pool before heading back along another section of the ride to the station. Large screens accommodating 3D, 4K projection will be used in combination

with an audio system to place riders at the centre of the action. The first example of the new attraction is due to open in shortly at a new shopping mall being devel-oped by Trans Studio in Cibuber, outside Jakarta, Indonesia and added to a flume ride supplied by Interlink.

Looking ahead You will notice Simworx has a new logo, “As a company, we thought it was time to refresh our look but we didn't want to stray too far from who we are. We decided to retain our signature 'Simworx' font but combine the RoboCoaster name to create a single entity logo. We're proud to be British ex-porters, and so that's clearly represented by our new image,” says Edward. With the company growing year-on-year, proudly manufacturing in the UK and leading the way in dynamic media attractions on the global stage, Simworx will have many more exciting stories to tell in 2019 and beyond….and we can’t wait to tell them here first.

44 JUNE 2019

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