UEC Preview
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creative skills. Not only by participating in up to 12 virtual reality (VR), augmented reality (AR) and mixed-reality experiences, but also by discovering their urban style and creative voice within ‘visitor centric’ Houba Academy workshops. Weekly classes that families can enjoy together are a proven driver of repeat visits to FECs in Asia. As an added layer to the UEC experience, they are intended to do the same at Houba City, as well as driving additional footfall to any wider development such as a shopping mall. According to BoldMove CEO and ‘Captain of Creative Minds’ Benoit Cornet, the timing is right for a fresh take on retailtainment: “The Coronacrisis boosted ecommerce and kept visitors away from retail and leisure venues,” he says. “This resulted in lots of empty spaces and a digital purchasing mindset for consumers. But also regional theme parks, cities, zoos and museums are craving exciting visitor experiences that reconnect them to physical locations.”
A smart use of space
Ranging from 1,200 to 1,500 square metres per location, Houba City is smaller but more flexible offering than Houba World’s 3,000 sq m proposition. And thanks to a ‘pop-up’ approach to the attraction mix, real estate owners don’t even need to find all that space in one place. For example, a shopping mall operator may choose to spread attractions over different areas so that they can be experienced individually but also as part of an exciting adventure trail across the premises. After a certain period, these experiences can be replaced or moved to other locations, similar to a travelling exhibition, according to the needs of the mall.
“Most FEC vendors take a theme park approach, spreading the attractions over a large space as this decreases the average cost per square metre.” says Cornet, “However shopping mails and retail venues operate differently. In their case, every square metre counts and brings in important revenue.”
In a (post) pandemic world, it’s time to get more creative, urges the BoldMove CEO. “The beauty of the UEC concept – and what makes it really sustainable – is that you can entice guests to the least expensive areas, even vacant units, to enjoy the differing pop-up offerings.” Nevertheless, he urges mall operators to give Houba City some presence in the main part of the mall, purely for visibility. After that, the interactive technology will
do the rest.
“Our AR Hybrid Quest solution, for example, is a great way to connect different experiences and navigate the visitors across the premises. Furthermore, AR Hybrid Quest captures visitor data and extends the experience beyond the physical location.”
Houba City’s rides and attractions Visitors to Houba City will be welcomed by their Marsupilami friends, as soon as they enter the Palombian Forest via a virtual portal. Together they can fish from a raft on a rapid VR-river, catch exotic food supplies in a dark ride before outrunning dangerous virtual wild creatures. Elsewhere, visitors can engage in all kinds of interactive experiences alongside the Marsupilami clan. The Sing & Rise karaoke ride or Let’s Dance experience, for example, gives guests another reason to keep coming back, improving their scoring and skills. Other potential offerings include a 4D theatre, interactive climbing wall or comic strip drawing classes in the Houba Academy. We’ll focus more on some of the individual attractions at Houba City in a future article. However, BoldMove promises an innovative, yet fully proven, mix of VR, AR and mixed-reality technologies.
“People like evolution not revolution,” says Cornet. “They want stuff that is proven but used in a way that is attractive, user-friendly and really fitting to the purpose.” To this end, all technical equipment other than that guests interact with will be hidden from their eye, so that they can become fully immersed in the gameplay and themed environment.
Flexible and sustainable pop-up approach
Quizzed at a recent press conference as to why Houba City should succeed where other IP and technology-led entertainment centres in Europe have failed, Benoit Cornet reinforced its pop-up credentials.
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“Others have over-invested in the infrastructure, or the IP itself. All of our money will be spent on things you can see. We already have a very supportive IP partner on board with Mediatoon Licensing. And because of the pop-up nature of the UEC and its attractions, there will be less infrastructure and structural analysis needed. At the same time it will be future-proof as we apply all latest technologies to bring more immersive experiences.”
BoldMove prefers not to reveal the investment required for each Houba City, because every project will be different. But think a few million rather than tens of millions, with flexible and advantageous financing options so it can be within everyone’s reach. “That’s another reason we call the Urban Entertainment Centre sustainable,” adds Cornet.
In the same press conference, the CEO of BoldMove Nation was asked if he hoped the UEC concept would catch on within the wider attractions industry. “Well, we came up with the name and hope that it will be initially a BoldMove concept, but then if it gradually becomes something that others embrace, we’re fine with that. It will help to demonstrate the entertainment industry’s innovative and flexible approach.”
In the meantime, Mediatoon Licensing CEO Jerome Leclercq is excited about bringing one of his most cherished brands to the location-based entertainment sector. The French firm is currently developing new movie series and games, whilst extending its merchandising programme. “Houba City perfectly fits the evolution of our Marsupilami IP,” says Leclercq. “Our Marsupilami friends look forward to challenge and entertain many guests at Houba Cities around the world.”
In the next issue, we will delve deeper into the Marsupilami world, revealing Mediatoon’s exciting plans for the IP and hearing from two of the storytellers and experience designers helping bring it all to life at Houba City.
SUMMER PART 2 2021
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