By Emilia Salmova, 1050 Studio
The opening panel at IAAPA Expo Europe 2024 explored industry shifts and trends, focusing strongly on the evolving role of digital technology. As Paul Moreton, CDO at Merlin Entertainments, aptly said: “Technology is like a paintbrush; you decide what to do with it.”
This sentiment resonates with my team’s 20 years of experience in digital interactive media, where thoughtful application of technology has proven to truly enhance and create visitor experiences.
We have witnessed this shift toward critical thinking about digital technology since our transition from gaming to custom digital interactives for attractions over the past 15 years. The attractions industry has always centred around hands-on, real-life experiences. However, recent tech innovations have redefined how we can engage audiences.
Gone are the days when we had to explain the basics of gaming and interactives. Digital interactive media is now recognized for its potential to evoke emotions, engage visitors, and create unforgettable experiences. Today, the industry embraces interactive screens, touch tables, and projections, as well as VR, AR, and AI. But how can technology best serve its purpose? How do we create meaningful interactions and not just use tech for novelty and its own sake?
Choosing the right approach to digital interactives
The key is remembering a very old truth that never dies—always focus on the audience and their emotional response. Successful design starts with considering the needs of your visitors and how your goals apply to them. What do the visitors in a particular area, attraction, or venue feel and need? What message are you trying to convey to them? Once you have defined these, the right digital tools can support and amplify the experience, ensuring effective, thoughtful integration of new technology into the design of your attraction.
Embracing the paintbrush metaphor, I’ll explore three primary approaches to using digital interactive media in attractions that benefit from technology more cleverly.
Crayons and chalkboard – mind-focused, reflective experiences
In spaces like science museums or visitor centres, the goal is often to engage visitors’ minds without imposing time limits. These experiences explain complex concepts or highlight important messages through interactive media. Whether playing as a protagonist in a game or reflecting on an aesthetic experience, they encourage visitors to think, imagine, and explore ideas. These interactions focus on contemplation and understanding rather than fast action, appealing to visitors’ curiosity and creativity.
Bishop’s Basilica of Philippopolis allows time for slow exploration and understanding. It is designed so that both digital media and art assist the visitor in contemplating and imagining.
The watercolour paintbrush – mood and sensory experiences
They get placed in areas where the designers want to subtly direct the attention of the visitors, set the tone, gently prompt towards an idea, and prepare the senses of the visitors for a bigger experience. It is often in areas where people pass by or wait or as part of a set of several digital and hands-on experiences focused on a particular theme.
These digital interactives speak to the visitors’ senses and moods. We can use projection, interactions triggered by the visitors’ natural movement, or engagement through small gesture triggers. If the theme of the area or the park has an avatar or elements recognizable by the visitors, they can be used as part of subtle interactions with the visitors to prompt their emotional engagement.
This kind of interactivity can help set the mood before a larger attraction, a dark ride, a roller coaster or as an introduction to a special area of any venue. They can be used as part of any welcome experience for the guests at a hotel, shopping mall or an event. Architects and designers can also place them in an attraction’s exit area. Here, they can use them to see visitors off – smoothly reconnecting, leading them out of the area and saying goodbye.
For example, Muzeiko, the largest children’s museum in Eastern Europe, emphasises hands-on learning, and its activities aim to inspire curiosity and exploration. Digital interactives that 1050 Studio has created are a well-integrated part of that. In the picture below, visitors pass by an area dedicated to Nature. Their body movements trigger trees to move, a bear to peek out, and a bunny to hop. This then draws attention to the environment and its habitats.
The oil painting paintbrush – rich, game-based, action-packed experiences
Here, technology is central, creating fully immersive attractions with fast-paced, engaging gameplay. The experience actively involves visitors, whether in competitive or cooperative scenarios. These experiences are story-driven and often time-constricted, designed to capture attention and heighten excitement.
Digital games, adapted to the particular needs of the parks and museums’ audience, can be integrated into any space using touch screens or floor projections. They can also be tailored to any theme, story, or character. Dark rides are an excellent combination of hands-on and digital interactive media featuring a game-based approach.
1050 Studio has developed numerous projects like this. For example, Sesame Street: Street Mission, Popcorn Revenge, and Bazyliszek. The multiple award-winning Sesame Street focuses on dynamic interaction and a clean, defined artistic style. It is a fast-paced, competitive game that’s also well-balanced, allowing audiences of all ages to find enjoyment and thrill in the same experience.
Moving forward
As you consider using interactive media technology for your next project, start with the visitor’s needs and the experience you aim to create. Consider the above approach and then see what “paintbrush” you need. Whether to inspire, tell a story, or communicate an idea, digital interactives can leave a lasting impression. Do you want watercolours, crayons or an oil-based piece
Alongside your vision, you will also need the right artists who know how to use different paint brushes and tools so that intention and talent can create a masterpiece. We work with our clients through this process, crafting unique content tailored to their goals.
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