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Immersive experience:

An experience where seeing, hearing and doing are the main point that should be optimized to draw you in and be completely engaged with that experience.

1.

Birdly – a realistic flying experienceImage from Somniacs website

This extreme experience of free flying was born in 2013 at the Zurich University of the Arts (ZHdK) in Switzerland as a Design Research project. After the work of several researchers, media artists and students, the first prototype was available in 2014, winning the Laval Virtual Award at Siggraph 2014 in Vancouver and nominated to be “the best and most exciting VR application existing today.” Currently is SOMNIACS, in collaboration with ZHdK, responsible for the distribution and marketing of Birdly and other full-body VR experiences.

This technology is based on VR headset and headphones that the user wears and a platform based on a hydraulic mechanism controlled by the user, simulating “bird” wings. The movement inside the virtual environment is fully controlled by the user, who must change his/her posture and move his/her arms to move and fly inside the virtual world.

More videos at: https://vimeo.com/158664105

and https://www.youtube.com/watch?v=gWLHIusLWOc
2.
Interactive mirrors shake up the fitting room experience

Ralph Lauren revolutionized the fitting room experience with the introduction of interactive touch-screen mirrors in their flagship location in New York last November.

It’s clear that the brand considered the end-to-end experience of trying on a potential purchase. While in the fitting room, shoppers browsed through real-time store inventory, interacted with a sales associate, and could request a different color or size in an item, all through the touch-screen mirror.

Patrons also had full control of fitting room lighting, ranging from settings like “Fifth Ave Daylight” to “Evening at The Polo Bar.” The mirror also auto-generated suggested items to complete the look based on what’s being tried on, which was a great opportunity to personalize item recommendations and to cross-sell.

for those shoppers who weren’t quite ready to commit to their purchase, the mirror texted the details of their merchandise so consumers have time to mull it over. This also creates a lingering interaction with the brand, and offers the perfect opportunity for Ralph Lauren to follow up with customers long after they’ve left the store.

Since the interactive mirrors were installed last year, Ralph Lauren has reported a 90% engagement rate, which is higher than the brand expected. It’s also given the company access to meaningful data about their customers, like which inventory is frequently making it to the fitting room without converting to a sale.

3.
Hunter brings a taste of Britain to Japan

Photo credit: Hunter Ginz

Hunter recently opened its second global flagship store in Japan, affirming its commitment to a full-blown sensory retail experience. Much like its sister location in London, the store is designed to appeal to the visual and auditory senses via massive digital displays and custom soundscapes meant to keep customers engaged.

Shoppers enter the 3,200-square-foot store in Tokyo through an imaginary forest equipped with life-like birch trunks that pierce the first floor. The ceiling is composed of a 570-square-foot digital lightbox that emulates a typical cloudy sky. A four-meter-high digital screen loops branded content and broadcasts live events from around the world.

While browsing the store for their perfect pair of wellies, customers can take in the sounds of heavy rain and thunderstorms. Regular weather updates from around the UK are aso displayed along with accompanying custom soundscapes to reinforce the brand’s British roots.

4.
Venice casino Las vegas

5.
Reebok Pump Launch, NYC, 2015

Earlier this year Crucial FX had the pleasure of working with Reebok on their international launch of Pump Fusion, their new running shoe which inflates through an inbuilt ‘pump’ button on the shoe to fit the contours of your foot to create a custom fit.

The Reebok ‘Shoe that Adapts to You’ Pump launch was brought to life by Crucial FX by transforming an old warehouse in NYC. Just as the shoe adapts to your foot so did the venue. Fully interactive motion and touch screen walls and real time content were created from images which featured on the Reebok Pump press and TV ad campaign and came to life in a way that has never been done before. Our unique application of technology and equipment fused together to create a fully immersive brand experience for the audience which took their breath away and continued to stimulate their senses long after they left the event.

In summary then although very different, both of these examples have one thing in common and that is the mindset of the brands behind them…we want customers to buy our products surely first we have to buy time in our customer’s brains.

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Productions workshop design by Tessa Spek

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Productions workshop design by Tessa Spek

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1.
Immersive experience:
Immersive experiences stimulate our senses—they draw us in, transport us to another place, and keep us in the moment. Immersion enhances everyday experiences, making them more realistic, engaging, and satisfying by using technology.

5 examples of immersive experiences:

1. Rome's invisible city VR
http://www.bbc.co.uk/taster/projects/romes-invisible-city-vr

'Alexander Armstrong takes you on a 3D Virtual Reality tour of Rome's magnificent Pantheon and the underground quarry the Romans mined to build it.  is an immersive, three-dimensional virtual reality experience that takes viewers on an interactive journey through hidden treasures of the city'.

2. Live streaming through drones

'Drones have been in the spotlight for quite some time now, highlighting the desire to capture as much content as possible. Also considering the wide range of live streaming options, from social media live features to exclusive online streaming websites, drones form a great way for content capture and for enabling online audiences to experience the event from any location'.

3. Hologram technology

'Providing an extra wow factor to captivate the audience’s attention and push boundaries, hologram projection technology has started to make inroads in our industry. In combination with virtual reality, this technology can have exciting implications for events, allowing for highly effective engagement tactics, varying from utilising hologram projections of people (speakers, guests, etc.) who are absent to maximizing your event’s impact through gamification'.

4. Gingerline's chamber of flavours
http://www.gingerline.co.uk/event/chambers-of-flavour-v2-1

'Gingerline is a group of clandestine dining adventurers. We’ve been creating nights of mystery and delicious dining along the East London Line since 2010.

Starting out as a ‘for the love’ experiment, Gingerline has cartwheeled and cavorted across London, opening the eyes (and minds) of intrepid explorers through our growing collection of immersive dining experiences.

Our out-of-this-world (but strictly top secret) experiences, which fuse together art, performance, food, drink and design, have been increasingly described as ‘the hottest tickets in town’.

5. Les Enfants terrible
http://lesenfantsterribles.co.uk/wp-content/uploads/2017/06/LET-immersive-website-pdf.pdf

The Time Portal

The Time Portal in June 2016 was a pop- up immersive show taking audiences back to the Victorian age and the first Wimbledon tournament. The show formed part of Stella Artois’ sponsorship of Wimbledon.

Audiences walked the streets of Victorian London, ate the street food of the times, drank in a Victorian bar and took a worldwide tour of the world of Jack the Ripper, Dickens and met Queen Victoria.

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5 examples of immersive experiences by Ekaterina Kalotova

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5 examples of immersive experiences by Ekaterina Kalotova

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1.      Dinner in Hogwarts Great Hall - https://www.wbstudiotour.co.uk/es/node/381

“Guests are invited to arrive into the Studio Tour Lobby for a drinks reception before moving through to the magnificent Great Hall for dinner. This truly magnificent event space is able to accommodate up to 240 guests on round tables. Guests will then depart the Great Hall and take the tour marvelling at the sets whilst enjoying dessert bowl food and drinks, with the opportunity to enjoy a famous Butterbeer! Guests will then move through the final stage before returning to the Studio Tour Lobby for dancing with multiple bars available.”

2.      Alcotraz- https://www.alcotraz.co.uk/

“Ever wondered what life was like in America's most famous prison? Well now you don't even have to commit a crime to be sentenced to a boozy hour and forty five minutes at this, erm, arresting new cocktail bar. You bring your own booze, which must be smuggled past the warden, before it can be transformed into made-to-order contraband concoctions by mixologists. All Alcatraz 'inmates' are given a regulation orange jumpsuit with a prison number. You sit in cells and drink from scrubbed out old tins and buddy up with guards. ”

3.      Witness For The Prosecution - http://www.witnesscountyhall.com/about

“. Agatha Christie's classic crime drama gets an immersive twist as audiences watch from the public gallery of the County Hall's Chamber courtroom. With Jazz-era glamour, the shadow of the first world war, and an especially slippery key witness, it offers plenty of intrigue and atmosphere.”

4.      Alice’s Adventures Underground - https://www.alice-underground.com/

“In the Vaults underneath Waterloo Station there is a portal to another world. Wonderland, in fact. Audience members are taken on a tour of this alternative universe, meeting some of its inhabitants, attending the Mad Hatter’s tea party and joining the resistance against the Queen of Hearts. Your route through Wonderland is influenced by some choices you make in the course of the show, and the scale and beauty of the set is mind boggling.”

5.      The Big London Bake (Off) - https://www.thebiglondonbake.com/

“We provide all the ingredients you need to bake our tasty monthly recipe. With instructions by your side, our professional baker on hand, and a treasure trove of customisable decorations in our creation corner. You and your partner will have everything you need to create a winning masterpiece, or a right old mess.”

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Individual preparation workshop Design:

1.     Immersive experience: Feeling completely invloved in an experience provided for instance at a festival.

2.     5 Examples of immersive experiences:  Digital Experience looking at Art, Restaurants, Events, Education and Fitness

3.     Art: By using digital features you are able to make a full room and yourself part of a piece of art, by using lights and reflection for instance.

Restaurant: By making use of an restaurant app or an additional dimension into your restuarant the guest will feel a immersive experience, think of a blind dinner.

Events: By using a digital bracelet or buildboard, the event is able to give the guest much more of an immersive experience by giving them the feeling that they are part of a bigger community with the same interests.

Education: By using ways of Kahoot and other online portals its much easier to communicate with people of your class and same year students. In this way you feel like you are all-in this togheter which can emerge into a immersive experience (this is seen personally).

Fitness: by using a healthy contest you become more compettitive in ways that you all work on a specific goal in which can emerge into a immersive experience.

4.

It differentiated in ways that you try to create a new dimension into a already existing experience. With this you also try to calculate difference between your audience and maybe aim for a certain target group. But in this way you can create an immersive experience. I do believe that an idea is not enough and its about the execution as wel. Their are a lot of factors needed to complete an experience.

5.

Idealized influence:  By introducing new concepts, the guest will admire these idea in which they will give these idea’s a change to work out.

Inspirational Motivation: By these changes we can motivate people to attend such activities and inspire them to explore and widen their vision.

Individualized consideration: By playing with guests their needs and feelings we can try to make sure that the individual perception is on the right level. With digital edition we play on the new generation and adds a new dimension in these experiences.

Intellectual stimulation: With these changes we give these people some creative ways to generate a unique experience in which people can get a new view on for instance art. By using this innovative changes, people also get in contact with new techniques and technology in which they can use in their daily lifes.

6.

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Productions workshop Design by Eva Rietveld

1.

Immersive experience: Immersive experiences heightens your senses and lets you experience a specific moment in a more realistic and dramatic way by using technology.

2 – 4.

5 examples of immersive experiences:

Using one room: The Time Machine, to create impressive visual interactions with the visitors and lets them experience the cinematic material art scenes with painting-style animations.

-       I really like this example, because they can change the whole room and turn it into different themes and areas. Using this concept makes the visitor experience the art scenes and animations in an interactive and unique way. &It brings the sights, sounds and adrenaline rush of competitive sports to Shanghai audiences via a 270-degree immersive architectural and film experience.

-       This example kind of has the same idea as the first example, but instead of using art they use to show the rush of competitive sports.

Let’s you experience realistic flying through VR.

-       Really cool and creates a fun experience.

Guests were given the chance to experience ‘smokey’ tones by grabbing a flame thrower and charring a whisky barrel for themselves – or on the flip side could enjoy 10,000 year old glacier ice before heading into a room of spatialised whisky mist, complete with lightening to experience ‘Whisky Weather’ – a truly multi-sensory experience.

-       Especially for whiskey lovers a funny and interactive way of communicating with your visitors.

The store is designed to appeal to the visual and auditory senses via massive digital displays and custom soundscapes meant to keep customers engaged.

-       Create a different way of shopping by using technology in combination of different sound.

5.

The 4 L’s: Immersive, Interactivity, Integration and Impact

All of the examples (of course) use Immersive into their experiences by creating something unique and cool. 1, 3 and 4 also use Interactivity to involve the visitor a lot more into the concept and only the first one (I believe) uses integration into their immersive experience, because they want to gather everyone and react to the room together. Finally I think all of my examples uses the Impact, because without making an impact on your visitor doesn’t make a good immersive experience.