SimEx-Iwerks
www.parkworld-online.com
SimEx-Iwerks
Known for its cinematic attractions, SimEx-Iwerks brings four decades of
S
imEx-Iwerks has featured in Park World this year with its FlyRide
flying theater and the new Immersion Theater at Shedd
investment in cinematic attractions. They also offer a glimpse into a broader business that includes custom attraction development, LED and projection installations, film licensing and nature-based experiences. With more than 40 years in the attractions
industry, SimEx-Iwerks has built an extensive portfolio of projects and long-standing relationships with operators. That work has brought together architecture, engineering, motion technology, media and day-to-day operating experience. Today, those capabilities support projects of different sizes, from an individual projection installation to a complete attraction. For teams planning a new experience, that
range can be useful early in development. The available space, intended audience, budget and
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operating requirements all influence the direction a project takes. Working through those details alongside the creative concept helps establish an attraction that fits its location and gives the operator a clear understanding of how it will function.
Building on an Established Relationship At Shedd Aquarium in Chicago, the new Immersion Theater grew out of a partnership spanning nearly two decades. The project offered an opportunity to build on a successful 4D Theater while bringing a more expansive experience to aquarium guests. Inside the theater, sidewall projection extends
the imagery beyond the main screen. New seats, integrated sensory effects, and lighting work together to bring guests closer to the action. The experience begins before visitors take their seats, with an interactive pre-show incorporating augmented reality animal encounters and large-
scale visuals. The redevelopment also addressed practical
considerations. Entry and exit arrangements were reworked to improve circulation, and the pre- show was designed to connect more naturally with the theater. These changes support the overall experience while helping the attraction function within a busy aquarium.
achieved by reconsidering an existing attraction project brought together content, equipment, interior design and guest flow, with each element
Working Across Formats That approach extends to projects where LED displays or projection are the primary focus. SimEx-Iwerks provides these technologies as part
NOVEMBER/DECEMBER IAAPA EXPO EDITION 2026
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