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New forms of Play W
As Attraktion! gears up to celebrate its 10th Anniversary in 2022, Park World editor Becci Knowles speaks to managing director, Markus Beyr to find out what’s new and what next from this leading provider of media-based attractions.
ith more than 300 attractions realised in the last 28 years, Attraktion! managing director, Markus Beyr is considered one of the
My greatest
achievement has been being able to realise my dreams of creating new formats of out-of- home entertainment and finding a global clientele to successfully use them.
world’s leading attraction producers. Attraktion! has been pushing the envelope for innovative, accessible attractions since its earliest days. Markus formed Attraktion! at the end of 2011 to “offer globally unique immersive experiences in a hybrid combination of media technology, unique design and our own media content,” he says. It has since developed a unique range of standardised media-based products for different target groups from zoos to aquariums, theme parks and FECS, in addition to custom experiences, like the Blue Cube 2.0 for Universe in Denmark. Attraktion’s first product was the patented Playoke interactive group experience. Nowadays it has around 50 installations globally with clients ranging from Dreamworks (Dreamplay FEC), National Geographic (Ultimate Explorer), Center Parcs, Cirque Du Soleil (Creactive) to a wide range of unique family entertainment centres. Markus explains, “As I did a lot of 4D theatres before I formed Attraktion! I was
NOVEMBER/DECEMBER 2021
asked by clients to make this product available again. Therefore, we started to offer a unique new kind of pneumatic motion platform without any wear and tear costs in 2013. Since then, we have realised some very nice theatres including Jaya Ancol 200 Seats in Jakarta (2019) and Lego Discovery Centres in Birmingham (2018) and Scheveningen (2020), and upcoming LDC Brussels (2022),” he says. Besides "dry” 4D theatres, Attraktion! is globally successful with its Cinesplash5D theatres for waterparks, where, says Markus, “we let guests enter in swimsuits and let them become wet with a big variety of water SFX – from rain to water explosions and even to flood the auditorium and using wave machines while guests sit on the motion chairs!”
In 2017 Attraktion! started its first touring exhibition, with its first site at Mandalay Bay Casino in Las Vegas. With more than 1.500.000 visitors from March 2017 to the beginning of pandemic, it has been of one of its most successful attractions to date. “Now,” says Markus, “Polar Journey has a short stop in Germany in Dresden this winter before it moves further to Dammam in Saudi
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