In recent years, "immersive" has become an all-encompassing buzzword. Through the excavation of cultural IP, coupled with AR, VR, MR and other technological applications, coupled with the combination of virtual and real space creation, to create an immersive environment, so that people experience the shock of the senses and the identity of the mind. As a "happiness industry" related to the people's good life, the cultural and tourism industry is closely integrated with the new industry. Looking at the domestic, "immersive experience" almost covers the field of culture and tourism emerging consumption, is becoming the culture and tourism industry, "the next wind mouth".
Immersive agriculture, culture and tourism parks need to have five elements
At present, immersive culture and tourism projects, such as immersive museums, immersive performances, immersive exhibitions, immersive agricultural parks, scenic spots, fully embodies the charm of culture + technology; immersive theme parks, immersive experience museums / chambers, immersive light show, etc., perfect amplification of the tourism + technology entertainment effect. The immersive theme parks, immersive experience halls/chambers, immersive light shows, etc., perfectly amplify the entertainment effect of tourism + technology. In particular, the immersive night tour products are favored by tourists because of their strong sense of picture and sense of immersion, and their highly interactive and entertaining experience like "being there".
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"immersive" in different cultural tourism scenes
1, immersive museum
China Grand Canal Museum
Taking the China Grand Canal Museum as a case study, the museum will reshape the large-scale immersive ancient scene, allowing the audience to go back to the history of the past thousand years; designing the interactive experience of "Knowledge Display + Escape Room", allowing the audience to get a personalized cultural and educational experience while having fun in the game; creating an interactive experience of "knowledge display + escape room"; and creating an interactive experience of "knowledge display + escape room". The museum will also create a 360 multimedia circulating theater, allowing the audience to fully perceive the cultural vitality in a multi-dimensional space. The museum's cultural education and entertainment experience will be optimized.
360-degree immersive multimedia theater
In terms of immersive restoration of ancient scenes, two distinct experience spaces will be created in the "Boats and Oars on the Canal" exhibition hall.
The oar model exhibition space, through the interactive screen, AR augmented reality and other multimedia interactive technology to show the outstanding style of the ancient oars, to create a "living" display space.
Sandship multimedia
Experience space, remodeling of large-scale ancient oars, restore the ancient city characteristics of the scene, to create a combination of reality and ancient large-scale immersive experience theater.
"Painting" cultural theme area
"Poetry" cultural theme area
In the 360 multimedia circulating theater, "circulating time and space" is the design concept, creating a "cycle of time and space". As a design concept, it creates a flowing experience of visiting the theater. A ship is used as the visual focus of the circular media, connecting historical time and exhibition space, and linking the four cultural themes of "water, transportation, poetry, and painting" through the circular circular screen, circular scenography, and circular storytelling.
The Palace's "Qingming Riverside Drawing 3.0"
Among the 1.86 million artifacts in the Forbidden City, "Qingming Riverside Drawing" has an irreplaceable status as a national treasure, and it is the most recognized Chinese historical painting in the world.
This show taps into the artistic charm, cultural connotation and history of the original scroll, integrating 8K ultra-high-definition digital interactive technology, 4D moving images, and various art forms to realize a multi-level interactive immersion experience between the audience and the work, allowing people to appreciate the vitality of traditional culture in a novel way.
In the history of Chinese painting, the historical information and artistic essence that are difficult to visualize due to the long period of time become "within reach" in the multimedia scroll exhibition hall of Qingming Riverside Drawing 3.0. Through the high-definition dynamic world of the scroll, the audience can study the delicate structure of the boats and buildings, see the subtle expression of each Song ancestor, and feel the advancement and development of Bianjing at that time.
Sun Yangdian Immersion Theater
The exhibition of "Qingming Riverside Drawing 3.0" also uniquely presents a picture of humanistic life in the Northern Song Dynasty. The Sun Yangdian Immersion Theater for the first time restores the breath, light and shadow, music ...... of the Northern Song Dynasty in a 360-degree holographic three-dimensional space, with flowing market scenery outside the window, and Song people After tea and dinner gossip chanting around the ears.
Hongqiao Dome Theater: the audience "across the rainbow bridge"
The film of the ball screen will be transformed into a night scene
Stroll through the spring rainy alleys full of surprises, the audience can also be in the 4D dynamic Hongqiao Dome Theater "sit" on a big boat. A big boat, let the river water paddle across your feet, willow branches brush your face, and feel the busyness of Bianhe River and the beautiful scenery on both sides of the river.
2. Immersive art exhibition
Immersive art exhibition is a form of art that came into being with the progress of science and technology, the core of which is "immersion", which refers to the use of sound, light, electricity, and other elements by the artist in a specific space to create a scene for the audience that is different from the reality, so as to make the audience interact with the artworks while having a sense experience, and then make the audience have a better experience of the artworks. The artist uses sound, light, electricity and other elements to create a scene for the audience that is different from reality, so that the audience can have a sensory experience while interacting with the work, which in turn triggers a ****song.
ARTE MUSEUM
ARTE MUSEUM is the largest immersive new media art experience in Korea. The entire art exhibition covers an area of 4,600 square meters and reaches a maximum height of 10 meters, bringing viewers more than 10 new colorful new media artworks through a mix of sound and vision.
All of the works in the exhibition were created around the theme of "Nature Beyond Time and Space", using different natural spaces and contents as materials, in order to pay homage to the earth's nature. The exhibition offers an immersive experience with its stunning visuals, sensual sounds and elegant scents.
Among the exhibits, GARDEN, which will be on display for the first time until June 2021, is a 30-minute immersive media art performance based on Jeju's nature and Western art history.
In the BEACH work, the complete ocean filled by the physicality of the waves and the sound of the water enters a certain space of arcane thinking experienced at the beach. Through mirrors and media, an infinitely expanding seaside is created, presenting the perfect sea.
Experience the surreal environment of the flow of magnificent waterfalls at WATERFALL, where several waterfalls cascade down from a height of 8 meters. Through the 14-angle mirror will be the perfect combination of people and sound, light, shadow, space, the formation of "flying straight down 3,000 feet" of the magnificent landscape.
3, immersive restaurant
Nowadays, the catering industry model is becoming more mature, accompanied by the phenomenon of homogenization is more and more obvious. For young consumers, the mode of catering is not suitable for their tastes, immersive restaurant may be a breakthrough. Immersive restaurants create a dramatic sensory experience by drawing on elements from the fields of film, television, art, science, technology and design.
SAGAYA Beef Restaurant in Japan
The restaurant is a new art installation by Teamlab, an immersive space that seats only eight guests, providing the perfect atmosphere for the experience. The restaurant conveys the flavors of Japan while enjoying an artful environment that feels like a culinary journey.
Projections are cast on every wall and table in the space, with the size and shape of the projected objects influenced by the plates. When the plates are placed on the table, the scenic images they contain emanate onto and around the table.
Not only that, but the projected image is affected by the behavior of the diner. As the diner moves the position of the plate, the "water flow" changes direction accordingly.
The designers say the theme of the restaurant is "freeing the world, connecting the world," as when a bird painted on pottery is released from a plate and perches on the branch of a tree that has been released from another plate.
Teamlab has created an ever-changing environment that reflects the changing seasons in Japan. As a result, the projections are also influenced by the behavior of the diner. If you stay still, a small bird might land on your hand. If you move suddenly, it will be scared and fly away.
4, immersive theme park
In the field of theme parks, the concept of immersion is relatively deep and popular. Theme park operators continue to tap into the rich IP resources to enrich the content of the immersive experience, integrating VR/AR and other technologies to create a virtual immersive world.
French Maniac Land Theme Park
The predecessor of French Maniac Land Theme Park was founded in 1977, started with a show, and continues to evolve today to become a large-scale immersive theme park with 17 performances, 4 ancient villages, 22 themed restaurants and 5 themed hotels.
The French Maniacs theme park creates a sense of cultural immersion through rich and high-quality performing arts programs and scenarios that highlight thematic and cultural elements. In terms of performing arts activities, elements of French history, humanities and folk tales are integrated into the performing arts program, while diversified stage technology and new technology elements are implanted. The overall performance program has a strong sense of interaction and participation.
Among them, La Cinéscénie is the world's largest night show. The whole show is 1 hour and 40 minutes long, using a combination of live performance, fireworks, light show, 3D projection, drones, etc., the show from the air, land and sea multi-angle three-dimensional presentation.
In terms of creating a sense of scene, the theme park implements the core design concept of "visitors will forget the 21st century", and creates a number of villages with a different atmosphere of different eras on the basis of the original historical buildings, and the buildings, restaurants, and hotels emphasize the cultural mood.
5, immersive scenic
Recently, more and more well-known scenic spots launched performance projects are almost all played on the "immersive" label: Ningbo Old Bund Historic District staged 18 "immersive" show, Zhejiang Jiande The launch of a large-scale "immersive" live-action show "Jiang Qing Yue near people" ...... "immersion" is becoming a tourist performing arts projects to meet the audience experience **** the same strategy.
Night on the Yellow Crane Tower
Last year's National Day holiday, Wuhan's city landmark Yellow Crane Tower officially opened night experience. The "Night on the Yellow Crane Tower" line of immersive light and shadow show to "light and shadow + show" in the form of "immersive" story interpretation debut. The use of laser projection, laser interaction, foreground screen, actor image interaction, 3D animation lights, high-pressure water mist and other light and shadow innovative technology, to achieve the perfect fusion of light and shadow technology and art.
The Yellow Crane Tower at night has been a source of inspiration for countless writers and scholars, who have expressed their feelings and aspirations through the scenery. Now, as a landmark in Wuhan, the Yellow Crane Tower is adding a new element of technology.
The Night on the Yellow Crane Tower takes the Yellow Crane Tower Park as a carrier, and centers on the unique history and culture, using sound, light, electricity, dance, beauty, and chemical combination of techniques to create a new landmark in Wuhan at night through high-tech light and shadow technology.
Unlike traditional night tours or performances, "Night on the Yellow Crane Tower" adopts "light and shadow + performance" to create immersive storytelling scenarios, such as Xin's wine, Cui Li's poem, Yue Fei's army pointing, the fairy dance, and the change of the Yellow Crane Tower.
Visitors can experience the culture of the Yellow Crane Tower in depth, taking photos in multiple scenes, as well as climbing the tower to enjoy the moon or look at the Yangtze River light show, from a new perspective to experience the majestic beauty of the "Great River, the Great Lake, the Great Wuhan.
6, immersive cultural and tourism complex
At present, many cultural and tourism complexes of leisure and entertainment industry in the form of a single, lack of interactivity. With the emergence of high-tech elements such as VR, AR, virtual projection, indoor theme pavilions about immersive experience have been introduced to attract 90, 00 young consumers and family-oriented groups.
Theme Pavilion: Shanghai Frightmare
Shanghai Frightmare is a diversified immersive experience theme entertainment pavilion, and is the first in Asia and the 10th in the world, created by the original team of Frightmare UK and the Chinese creative team of experts in the city of Shanghai.
Unlike "secret rooms" or "haunted houses", which are horror venues, Frightmare focuses on a "fun and frightening" experience through intense and vivid interpretation of the plot and funny visitor interaction to create a "fun and interesting" experience. Through the intense and vivid interpretation of the plot and the funny and interesting visitor interaction to create a suitable for different age groups to play the entertainment experience.
It took four years to complete the construction of Shanghai's Frightmare venue, which is based on the core era of old Shanghai, with strong local characteristics in the theme of scenery, plot and character settings, and interactive experience. The whole journey of the thriller in a through the plot line of the development of the main line, visitors can be in the main line into the different times of the old Shanghai legends and stories.
7, immersive cultural tourism town
Many domestic cultural tourism town scenery is beautiful, but lack of cultural core. The cultural tourism town needs to do is players and consumers into the situation can really be infected, forget their original identity to experience the feeling of each town. To do this, we need to set the scene, and more immersive story line is the main focus, so that all consumers can experience a deeper level.
Jianye movie town "all the way to the play"
December 31, 2019 and New Year's Day 2020, Jianye - Huayi Brothers Movie Town launched the "all the way to the play - Jet Air Carnival" activities, this activity in addition to the classic night tour program of the movie town. In addition to the re-opening of the classic night tour program in the movie town, All the way to the play, it also "improves" the traditional culture of airbrush and opera with the whimsical idea of replacing the old tradition with a new one.
Everywhere in the park is a stage, with the leading actresses surrounding them, and the masters of air-jet performing their masterpieces, bringing a brand new immersive and interactive performance experience to the majority of tourists.
Jianye Huayi Brothers Movie Town is the first movie mood cultural tourism town in the Central Plains. As a well-known immersive movie tide playground in the Central Plains region, the town fosters new industries through the innovative operation mode of "acting, playing, eating, living and purchasing", and introduces a full range of cultural tourism experiences, so that people can be inspired by movie culture and the culture of the Central Plains in their travels. The movie town of Zhengzhou is now growing gradually. At present, Zhengzhou movie town is gradually growing into a city night economic development of strong motivation and Henan cultural tourism of the new business card.
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How to use new technology to promote immersive cultural tourism development
Currently, it is the development of immersive cultural tourism is full of vitality, how to grasp the new characteristics of the cultural and tourism consumption demand, new trends, use new technology, new models, to promote the immersive cultural tourism industry towards the future. immersive cultural tourism industry to a new height, to achieve new breakthroughs?
Gao Zheng, director of the Department of Industry Development of the Ministry of Culture and Tourism, suggests that we should focus on the use of new technologies to discover and promote the outstanding traditional Chinese culture, such as strengthening the application of ultra-high definition drone technology in the field of culture and tourism to enrich the content of the virtual experience, and the value of the content embedded in the combination of new technologies, new forms, new elements, to realize the creative transformation and innovative development. To promote the deep integration of immersive industry and cultural tourism, expand the application of cultural tourism scenes in urban space, urban complexes, cultural venues, scenic areas and other neighborhoods, and Internet tourism, smart tourism and other new modes of linkage development, and constantly create new consumer scenarios to meet consumer demand.
How to create an immersive experience program? First, around the theme or IP story construction, the second refinement of the core value of the IP and converted into an immersive experience, the third immersive narrative method with sensory superimposed to drive the tourists to explore the experience, the fourth application of immersive technology and intelligent environment to create a surreal illusion, and the fifth to enhance the operation of the commercial thematic and consumer scenarios.
"We do immersive new business, if we can't ultimately return to the issue of experience economy landing, then immersive may be a wave that quickly disappears." Dai Xu, chairman of the National Cultural Technology Innovation Service Alliance, poked the current immersive industry pain points. He said that in these applied technologies, it is necessary to do integrated innovation around hearing, vision, body sense and control. From the perspective of the audience's experiential needs, catching *** points of emotion and knowledge, forming socialization and differentiation. "How to lengthen the stay of tourists, how to use new business supply to make tourists spend money to generate consumption? As long as it improves the frequency of consumption, lengthens the length of stay and improves satisfaction, then it has a strong industrial value."