In the realm of out-of-home entertainment, the landscape is rapidly evolving, driven by the relentless pace of technological advancement. As attraction designers, our mission is to craft immersive experiences that captivate audiences and leave a lasting impression. However, as technology continues to reshape the way we consume media and interact with the world around us, we find ourselves facing new challenges and opportunities. In this article, we will explore the intersection of design, storytelling, and technology in the context of an ever-changing digital landscape.
1. The Pursuit of High-Quality Experiences
In today’s digital age, the demand for high-quality content is at an all-time high. With an abundance of entertainment options available at their fingertips, consumers have come to expect nothing less than excellence. For attraction designers, this presents both a golden opportunity and a significant challenge. While the increasing appetite for media-based attractions bodes well for our industry, it also raises the bar for quality standards.
As we strive to meet and exceed these expectations, we must leverage innovative tools, methodologies, and technologies throughout the entire creative process. From ideation and design to production and installation, every aspect of our work must be meticulously crafted to deliver a seamless and immersive experience. While we may not have the same resources as industry giants like Hollywood or gaming companies, we can differentiate ourselves by focusing on the core elements that truly matter – guest experience, gameplay, and communal interaction.
By prioritizing these fundamental aspects, we can create experiences that transcend the limitations of technology, allowing audiences to immerse themselves in captivating narratives and shared moments of joy.
An example of this is the technology used by Triotech on NINJAGO™ The Ride at Legoland parks. It was the first media-based dark ride in the world that required no hand-held device to interact with the content. In this attraction each guest uses his own bare hands to interact. This was truly unique and has had a dramatic impact on the industry by giving storytellers a way to create an interactive experience with no blaster-like device, as those can be incoherent with the story and premise. Motion detection has been around for several years, but this technology pushed this concept by modifying the software so that it can be used while the cart is in motion, and in real-time.
The impact is that now there is a flexible tool to incorporate interactivity that fits with the storyline. There is no need to introduce a blaster-like device which sometimes would not fit the story.
For guests it means a truly immersive experience where the tool that facilitates interactivity is coherent with the story. This enhances immersion. In this case, it is ninjas in training, but it could be a storyline where guests are throwing snowballs, water balloons, etc. Anything where using a gun like interactive device would take away from the cohesiveness of the story and experience. The technology features the ultimate ergonomics: guests can use left or right, one, or two hands. It is very intuitive and adaptive to each rider. This is key. When we design an experience, we want the technology to be “transparent” to the guests. We don’t want them focusing on technology, but rather, live the experience and immersion.
2. Balancing Engagement in the Age of Distraction
In an era defined by short attention spans and endless digital distractions, the challenge of engaging audiences has never been more daunting. Dubbed the “Tinder phenomena,” society’s propensity to quickly move on to the next piece of content poses a unique dilemma for creators of out-of-home entertainment.
To fight this trend, we must rethink traditional approaches to storytelling and interactivity. Rather than relying solely on flashy graphics or gimmicks, we must focus on crafting meaningful experiences that resonate with audiences on a deeper level. This means striking a delicate balance between gameplay, character development, and story narrative.
We’re embracing this challenge by reimagining the traditional amusement park experience. Instead of offering a single, monolithic attraction, we’re breaking the mold with our walkthrough experiences – a series of short, engaging encounters designed to capture the imagination and hold the attention of even the most restless guests.
A recent example is the opening of the innovative “BATTLEGROUNDS WORLD AGENT” walkthrough attraction last May in LOTTE world in Seoul. Set in the universe of PUBG: BATTLEGROUNDS, the walkthrough adventure utilizes interactivity, immersion, media, motion, and projection mapping to create a thrilling journey for guests. Visitors embark on a group experience with up to 16 people as they journey through three zones, each featuring a unique attraction that challenges them.
As guests enter the “BATTLEGROUNDS WORLD AGENT” experience, they are immediately transported to the iconic universe of PUBG. They embark on a thrilling, intense, and immersive journey and must band together to face unfamiliar threats and ruthless enemies to escape.
Another example is Star Wars Rise of the Resistance at Disney World. This type of walkthrough journey is made of several attractions that you experience in sequence, as a group, in a highly immersive environment and featuring a single storyline.
By embracing the power of storytelling and emotion, we can create experiences that transcend fleeting distractions, leaving a lasting impression on audiences long after they’ve left the attraction.
3. Fostering Social Connection in a Digital World
In an increasingly digital world, where social interactions are often mediated through screens, the value of genuine human connection has never been more apparent. As individuals spend more time behind screens and less time engaging in real-world social experiences, there is a growing need for out-of-home entertainment to fill this void.
Attraction designers aim to prioritize the importance of fostering meaningful connections among guests, whether it is families bonding over a shared adventure or friends coming together for a night of fun. By focusing on the core elements of social interaction – collaboration, camaraderie, and shared experiences – we can create attractions that resonate on a deeply human level.
Competition and group experiences are two tools that foster a connection between guests. The former is used in many interactive attractions such as theatres and dark rides. As guests get a score, they want to beat their best friend, family, or whoever is accompanying them.
Escape game and social gaming have gained in popularity thanks to this also. The collaborative, but most importantly, the togetherness fostered by the social connections inherent in the experience design is an element that people seek in our increasingly digital environment.
Through immersive theatrical experiences, interactive obstacle courses, or participatory festivals, out-of-home entertainment has the power to bring people together in ways that transcend the digital divide. By harnessing the transformative power of technology, storytelling, and design, we can create experiences that unite and inspire audiences of all ages.
Conclusion
In an era of accelerated digital evolution, the landscape of out-of-home entertainment is undergoing a profound transformation. As technology continues to reshape the way we interact with the world around us, the role of design and storytelling has never been more crucial. By embracing innovation, fostering meaningful engagement, and prioritizing social connection, we can create experiences that transcend the limitations of technology, leaving a lasting impact on audiences around the world. At Triotech, we’re committed to navigating this ever-changing landscape with creativity, passion, and a steadfast dedication to crafting unforgettable experiences for generations to come.