What is an "immersive night economy"? Can you implant it into your project?

In recent years, "immersion" has become a hot word. Through the excavation of cultural IP and the application of AR, VR, MR and other technologies, we can create a space of combining the virtual and the real, create an immersive environment, and let people experience the shock of the senses and the recognition of thinking. Among them, tourism, as a "happy industry" related to people's better life, is closely integrated with new formats. Looking at China, the "immersive experience" almost covers the fields used by the emerging consumption of cultural tourism, and is becoming the "next outlet" of the cultural tourism industry.

Five Elements of Immersed Agriculture, Culture and Tourism Park

At present, there are many immersive cultural tourism projects, such as immersive museums, immersive performing arts, immersive exhibitions, immersive agricultural parks, scenic spots, etc., which fully reflect the charm of culture+technology; Immersive theme park, immersive experience hall/secret room, immersive light show, etc. It perfectly magnifies the entertainment effect of tourism+technology, especially the immersive night tour products. Because of their strong sense of picture and substitution, they have an "immersive" interaction and entertainment experience, which has won the favor of tourists.

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The Application of "Immersion" in Different Cultural Tourism Scenes

1, Immersion Museum

The epidemic situation in COVID-19 has accelerated the application of new technologies in the field of cultural tourism. "Cultural Tourism 1.0" based on historical and cultural resources has rapidly transformed into "Cultural Tourism 2.0" driven by science and technology. At present, more and more museums display history and culture through new technologies, such as holographic projection, interactive projection, virtual reality, three-dimensional and so on, creating a brand-new audio-visual experience for visitors.

China Grand Canal Museum

Taking the Grand Canal Museum of China as a case, remould a large-scale immersive ancient scene and let the audience return to thousands of years of history; Design an interactive experience of "knowledge display+escape from the secret room" to let the audience get a personalized cultural and educational experience in the fun of the game; Create a 360 multimedia circulating theater, so that the audience can fully perceive the cultural vitality in the multi-dimensional space. Make the museum's cultural education and entertainment experience achieve the best integration.

360-degree immersive multimedia cinema

In terms of immersive restoration of ancient scenes, the "Ship on the Canal" exhibition hall will create two completely different experience spaces.

The exhibition space of ship model shows the outstanding charm of ancient ship model through interactive screen, AR augmented reality and other multimedia interactive technologies, and creates a "living" exhibition space.

Sandboat multimedia

Experience the space, reshape the large-scale ancient ship, restore the characteristic scenes of the ancient city, and create an ancient large-scale immersive experience theater that combines reality and reality. "3D printmaking", an original digital media language, creates an immersive experience of "people traveling in the picture world" through multi-angle progressive experience.

"Painting" cultural theme area

"Poetry" Cultural Theme Area

In the 360 multimedia circular theater, the design concept of "circular time and space" is used to create a mobile visiting experience with changing scenery. Taking a ship as the visual focus of the screen media, connecting historical time and exhibition hall space, the four cultural themes of "water, traffic, poetry and painting" are connected in series through circular curtain, circular landscaping and circular story.

The Forbidden City "The Riverside Scene at Qingming Festival 3.0"

Among the 6.5438+0.86 million cultural relics in the Forbidden City, The Riverside Scene at Qingming Festival is an irreplaceable national treasure and the most recognized historical painting of China in the world. In order to "make cultural relics alive", Phoenix Satellite TV and the Palace Museum created a high-tech interactive art exhibition "Riverside Scene 3.0 at Qingming Festival" on 20 18.

This exhibition explores the artistic charm, cultural connotation and historical features of the original long scroll, and integrates 8K ultra-high-definition digital interactive technology, 4D moving images and various art forms to realize the multi-level interactive immersion experience between the audience and the works, so that people can appreciate the vitality of traditional culture in novel feelings.

In the history of China painting, those historical information and artistic essence that are difficult to be intuitively perceived due to the age have become "within reach" in the multimedia scroll exhibition hall of Riverside Scene 3.0 at Qingming Festival. Through the high-definition dynamic scroll world, the audience can study the exquisite structure of ship architecture, see the subtle expressions of various ancestors in the Song Dynasty, and feel the advanced Bianjing at that time.

Sun Store Immersion Theater

The performance of The Riverside Scene at Qingming Festival 3.0 also presents the humanistic life in the Northern Song Dynasty. For the first time, the immersive theater in Sun Yang Store restored the breath, light and shadow and music of the Northern Song Dynasty in a 360-degree holographic three-dimensional space. Outside the window is a flowing street scene, and after dinner, the Song people chat and sing around their ears.

Hongqiao Ballscreen Cinema: Audience "Crossing Hongqiao"

The movie on the screen will become a night scene.

After strolling in the spring rain lane full of surprises, the audience can also "sit" on a big boat in the 4D Dynamic Hongqiao Ballscreen Cinema, let the river cross their feet, and the willow branches brush their faces to feel the busyness of the Bianhe River and the beauty on both sides.

2. Immersive Art Exhibition

Immersive art exhibition is an art form produced with the progress of science and technology. Its core is "immersion", that is, the artist uses sound, light, electricity and other elements in a specific space to create a scene different from reality for the audience, so that the audience can interact with the works while gaining sensory experience, and then produce * * *.

Korea Art Museum

ARTE MUSEUM is the largest immersive new media art experience museum in Korea. The whole art exhibition covers an area of 4600 square meters, with the highest height of 10 meter. Through the mixing of sound and vision, it has brought more than 65,438+00 new and colorful new media works of art to visitors.

All the works in this art exhibition are created around the theme of "nature beyond time and space", with different natural spaces and contents as materials to pay tribute to the nature of the earth. The exhibition provides a perfect immersive experience with its shocking visual effects, emotional sound and elegant fragrance.

Among them, the exhibition area "Garden" was exhibited for the first time until June, 20021year, with the natural and western art history of Jeju Island as the material, and an immersive media art performance was performed for about 30 minutes.

In Beach's works, a complete sea full of the physical properties of waves and underwater sound enters a mysterious thinking space experienced by the seaside. Through mirrors and media, we have created an infinitely expanding seaside and presented a perfect sea.

In the waterfall, feel the surreal environment of the magnificent waterfall, and several waterfalls fly down from 8 meters high. Through the 14 corner mirror, people are perfectly combined with sound, light, shadow and air, forming a magnificent landscape of "climbing over the eaves and climbing over the walls".

3. Immersive restaurant

The current catering industry model is becoming more and more mature, and the homogenization phenomenon is becoming more and more obvious. For young consumers, modular catering is no longer suitable for their tastes, and immersive restaurants may be the breakthrough. Immersive restaurants mainly create dramatic sensory experiences by drawing on elements from the fields of film and television, art, science, technology and design.

Japan sagawu beef restaurant

The dining room is Teamlab's new art installation, and the immersive space can only accommodate eight guests, providing the most suitable experience atmosphere. While conveying the Japanese flavor, the restaurant can also enjoy the illusory artistic environment, like embarking on a wonderful food trip.

Projected on every wall and dining table in the space, the size and shape of the projected object will be influenced by the dining plate. When the dishes are put on the table, the landscape pictures contained in the dishes will be distributed on the table and around.

Not only that, the projected image will also be affected by the behavior of the diners. When the diner moves the plate, the "current" will change direction accordingly.

The designer said that the theme of the restaurant is "release the world and connect the world". For example, birds painted on pottery will be released from one plate and perched on branches released from another plate.

Teamlab has created a constantly changing environment, reflecting the seasonal changes in Japan. Therefore, projection is also influenced by the behavior of diners. If you don't move, a bird may fall into your hand. If you move suddenly, it will fly away in fear.

4. Immersive theme park

In the field of theme parks, the concept of immersion is deeper and more popular. Theme park operators continue to tap rich IP resources, enrich the content of immersive experience, and integrate VR/AR technology to create a virtual immersive world.

France crazy country theme amusement park

The French Crazy Country Theme Park was founded in 1977. It started with a performance program and continued to develop. Now it has become a large-scale immersive theme park with 17 performance, 4 ancient villages, 22 theme restaurants and 5 theme hotels.

The French Madman Country Theme Park mainly creates a sense of cultural immersion through rich and high-quality performing arts projects and scenes that highlight the theme cultural elements. In performing arts activities, French historical humanities and folk stories are integrated into performing arts projects, and diversified stage techniques and new scientific and technological elements are implanted. The overall performing arts project has a strong sense of interaction and participation.

Among them, La Cinéscénie is the biggest night performance in the world. The whole performance lasted 1 hour for 40 minutes, and it was presented from multiple angles of land, sea and air in the form of live performance, fireworks display, light show, 3D projection and drone.

In terms of creating a sense of presence, the theme park implements the core design concept of "tourists will forget 2 1 century", and creates a number of villages with different times atmosphere on the basis of the original historical buildings, with buildings, restaurants and hotels highlighting the cultural atmosphere.

5. Immersive attractions

Recently, more and more performing arts projects launched by famous scenic spots are almost labeled as "immersion": 65,438+08 "immersion" performances were staged in the historic district of the old Bund in Ningbo, and the moon in the water is so clear and close! A large-scale "immersive" live performance was launched in Jiande, Zhejiang ... "Immersion" is becoming the same strategy for tourism performing arts projects to meet the audience experience.

Light and shadow performance of the Yellow Crane Tower at night

Last year's National Day holiday, the Yellow Crane Tower, a landmark in Wuhan, officially opened its night experience. The immersive light and shadow performance of the Yellow Crane Tower at night appears in the form of "immersive" story interpretation of "light and shadow+performing arts". Using laser projection, laser interaction, foreground screen, actor image interaction, 3D animation lights, high-pressure water mist and many other innovative light and shadow technologies, the perfect integration of light and shadow technology and art can be realized.

The Yellow Crane Tower under the night makes countless literati and poets moved by the scenery, expressing their feelings with the scenery. Today, the Yellow Crane Tower, as a landmark of Wuhan, has added new scientific and technological elements.

At night, the Yellow Crane Tower takes the Yellow Crane Tower Park as the carrier, and around the unique history and culture, it combines sound, light, electricity, dance, beauty and culture to create a new landmark of "Night Wuhan" through high-tech light and shadow technology.

Different from the traditional night tour or performing arts mode, the Yellow Crane Tower at night adopts the way of "light and shadow+performing arts" to create an immersive story scene such as selling wine, singing poetry, Yue Fei being a soldier, dancing with immortals, and changing the Yellow Crane Tower.

Visitors can not only experience the Yellow Crane Tower culture in depth, but also take photos in multiple scenes, or go upstairs to enjoy the moon or watch the Yangtze River light show, and feel the majestic beauty of "Great River, Great Lake and Great Wuhan" from a new perspective.

6. Immersive cultural tourism complex

At present, many cultural tourism complexes have a single leisure and entertainment format and lack of interaction. With the emergence of VR, AR, virtual projection and other high-tech elements, an indoor theme entertainment hall related to immersive experience has been introduced to attract young consumers and family customers after 90 s and 00 s.

Theme location: Shanghai's land of terror

Shanghai Holy Land is a diversified and immersive theme entertainment venue, and it is also the first and 10 scenic spot in Asia and even in the world. It was jointly created by the original British "Holy Land" team and a team of creative experts from China.

Different from the "secret room" or "haunted house" and other horror places, the horror scene is based on "curious and scary" plot experience, and through intense and vivid plot interpretation and funny tourist interaction, it creates entertainment experiences suitable for different ages.

The Shanghai Horror Mystery Gymnasium, which took four years to build, has strong local characteristics in theme landscaping, plot, role setting, interactive experience and so on, with old Shanghai as the core background. The whole process of horror and mystery develops under a running story line, and tourists can enter the old Shanghai legends and stories of different times under this main line.

7. Immersive tourist town

Many tourist towns in China have beautiful scenery, but they lack cultural core. What small towns in Lv Wen need to do is to make players and consumers really infected when they enter the situation, forget their original identity and experience the feeling brought by each small town. To do this, we need the contrast of the scene, pay more attention to the immersive story line, and let all consumers have a deeper experience.

Jianye film town "There is a play all the way"

20 19, 12, 3 1 and on new year's day in 2020, Jianye huayi brothers film town launched the "carnival with plays all the way" activity. In addition to reopening the classic night show "All the Way Play" in the movie town, this activity also "blew away traditional culture and opera" with the whimsy of changing the old into the new.

There are stages everywhere in the park, surrounded by Hua Dan, the owner of the park, and air jet masters perform unique stunts, bringing visitors a brand-new immersive interactive performance experience.

Jianye Huayi Brothers Movie Town is the first movie scene cultural tourism town in the Central Plains. As a well-known immersive movie viewing place in the Central Plains, the town cultivates new formats through the innovative operation mode of "acting, playing, eating, living and buying", and launches a full range of cultural travel experiences, so that people can be influenced by film culture and Central Plains culture during their travels. At present, Zhengzhou Film City is gradually growing into a powerful driving force for urban night economic development and a new business card for Henan cultural tourism.

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How to promote the development of immersive cultural tourism with new technology

At present, it is the time when immersive cultural tourism is booming. How to grasp the new characteristics and trends of cultural tourism consumption demand, make good use of new technologies and new models, and push the immersive cultural tourism industry to a new height and achieve new breakthroughs?

Gao Zheng, director of the Industrial Development Department of the Ministry of Culture and Tourism, suggested that we should pay attention to the use of new technologies to explore and promote Chinese excellent traditional culture, such as strengthening the application of ultra-high-definition drone technology in the field of cultural tourism, enriching the content of virtual experience, and combining the contained value content with new technologies, new forms and new elements to achieve creative transformation and innovative development. It is necessary to promote the deep integration of immersive industry and cultural tourism, expand the application of cultural tourism scenes in urban spaces, urban complexes, cultural venues, scenic spots and blocks, and develop in synergy with new modes such as Internet tourism and smart tourism, and constantly create new consumption scenes to meet consumer demand.

How to create an immersive experience project? First, build a story around the theme or IP; Second, refine the core value of IP and turn it into an immersive experience; Thirdly, the tourist's exploration process is driven by the immersive narrative mode of sensory superposition; Fourthly, using immersive technology and intelligent environment to create surreal fantasy; Fifth, improve the operational ability of business themes and consumption scenarios.

"We are doing an immersive new format. If you can't return to the problem of experiencing economic landing in the end, then the immersion may be a wave and will soon disappear. " Dai Xu, chairman of the National Cultural Science and Technology Innovation Service Alliance, directly poked the pain points of the current immersive industry. He said that in these application technologies, it is necessary to integrate and innovate around hearing, vision, somatosensory and control. From the perspective of the audience's experience demand, grasp the emotion and knowledge points of * *, and form socialization and differentiation. "How to lengthen the stay time of tourists and how to provide money for tourists to generate consumption with new formats? As long as the consumption frequency is increased, the stay time is prolonged and the satisfaction is improved, then it has strong industrial value. "