The role of projection in LBE

Written by Lluis Míla, Panasonic Connect Europe

Situated in Marble Arch, Frameless redefines the immersive digital Art.

"3 sisters on a special day out. This was a special birthday surprise for my sister who is an artist and loves anything arty. She had no clue and was overwhelmed by the stunning exhibition at Frameless."
"I found the whole experience amazing. The music was perfect and gave you a fantastic atmosphere for the senses. One of the rooms I could hear French people talking and was at first a bit annoyed until I realised it was part of the experience 😀"
"I visited frameless with my 7-year-old daughter who loves art at school. The four rooms were mind-blowingly brilliant, bringing the classics to life in the cleverest and most imaginative of ways."
"This was my second visit, absolutely loved it. It is a wonderful immersive experience; the visual and audio effects are amazing. I would absolutely recommend to anyone and any age."
"Wow, the experience was amazing! Really beautiful and such an immersive experience. I took my daughter for half term, and we are so glad we did it."

These are a few opinions that can be found in Tripadvisor.com about Frameless: The largest permanent multi-sensory experience in the UK, which showcases some of the world’s greatest works of art. It includes, among others, artwork by Dalí, Van Gogh, Cezanne, or Rembrandt.

In short: 42 masterpieces, 4 galleries, 1 ticket and 2 hours of Immersive digital-art experience.

Meanwhile, over 3000 kilometers away lies the Ephesus Experience Museum, located in Selçuk (Turkey), near the ancient city of Ephesus. Here, the visitors are transported back in time, immersing themselves in the mystical aura of the ancient world.

While Frameless delves into the works of Monet, Klimt, Munch’s artworks, Ephesus invites exploration of ancient streets under the protection of Goddess Artemisa, the Hellenic period, or the dawn of Christianity.

Frameless and Ephesus: Two different subjects but the same approach to immersive experience. The same way to live them, the same feeling, the same experience to be powerfully transported into a masterpiece or back through the centuries. Frameless & Ephesus capture the essence of their respective themes and transport visitors through art, space and time.

Location-Based Entertainment (LBE) stands as a prominent segment within the entertainment industry, dedicated to delivering immersive and interactive experiences to patrons in physical settings like museums, theme parks, and arcade studios. This sector has witnessed significant growth, particularly with the emergence of cutting-edge technologies such as virtual reality (VR), augmented reality (AR), extended reality (XR), projection mapping, and various immersive multimedia solutions. These advancements have

enabled the creation of highly engaging experiences, elevating LBE into a distinct and thriving market segment.

Market research and consulting firms highlight the widespread growth of LBE across various regions, with notable traction observed in North America, Europe (particularly the UK, France, and Germany), Asia-Pacific (especially China and Korea), Latin America (notably Brazil and Mexico), and the Middle East and Africa (mainly UAE and Turkey). While North America currently commands the largest market share, projections indicate that the Asia-Pacific and Middle East-Africa regions are poised for substantial growth in the coming years.

In terms of market segmentation, hardware plays a dominant role, with components like projectors being instrumental in delivering immersive experiences. Amusement parks emerge as primary end-users, showcasing the popularity of large scale LBE destinations like Disney World. However, attention must also be directed towards smaller LBE venues, such as themed restaurants and casual sports venues, which leverage cutting-edge technology to offer immersive experiences on a smaller scale.

Within Panasonic Connect, a keen focus is placed on the hardware component of the burgeoning LBE market. Panasonic projectors are integral to mapping projects worldwide, with a significant presence in both 2D and 3D technology solutions. The product range includes 3D-ready models capable of delivering up to 32,000 lumens, catering to the diverse needs of LBE venues seeking to provide immersive visual experiences.

Exploring the Future of Location-Based Entertainment: Insights from Thomas Vertommen

To delve deeper into Panasonic's involvement in the LBE industry, I reached out to my colleague Thomas Vertommen. Thomas brings invaluable insights into the evolving landscape of immersive entertainment experiences and Panasonic's commitment to driving innovation within this market.

In the dynamic world of entertainment, Thomas Vertommen serves as a pivotal figure, shaping the trajectory of Location-Based Entertainment (LBE) as the European Business Development Manager at Panasonic. With a strategic focus on LBE, Thomas navigates the landscape of immersive experiences, driving partnerships, identifying market trends, and pioneering new business avenues within the European market and beyond.

Reflecting on his role at Panasonic, Thomas emphasizes the strategic development of LBE initiatives, working closely with partners to chart innovative pathways within the entertainment industry. His role extends beyond geographical boundaries, supporting global projects and ensuring Panasonic remains at the forefront of the evolving LBE landscape.

The inception of the LBE concept, according to Thomas, traces its roots to the convergence of the 'experience economy' and the quest for captivating entertainment. Drawing parallels to retail and food industries, Thomas highlights the fusion of immersive environments with eye-catching effects, culminating in the emergence of LBE as a multifaceted realm encompassing immersive shopping experiences, theme parks, live concerts, and more. Thomas recalls landmark projects like the 'Giudizio Universale'.

Giudizio Universale project was installed around 7 years ago. A 1700 seat theatre close to the Vatican, equipped with a stage and 270-degree projection screen. Panasonic was the main technical partner and the Vatican provided high resolution images of the Sistine Chapel. It was like a turning point, an amazing journey that revolutionized the entertainment – or artainnment - world.

In the realm of immersive technologies, Thomas sheds light on the role of professional projection amidst advancements in VR, AR and XR. While VR offers individual immersion, projection technologies enable collective experiences, fostering real-time interactions and emotional connections among audiences. With the versatility of projection and LED screens, combined with AR and XR technologies, Thomas positions professional projection as a mature and proven solution within the immersive entertainment domain.

Delving into the key factors influencing visitor decisions in LBE venues, he also underscores the importance of storytelling and interactivity. Beyond traditional attractions, he identifies gamification as a significant trend, citing examples such as indoor karting and sports venues embracing interactive experiences to engage patrons.

Regarding market dynamics, Thomas observes global growth in the LBE sector, with the Middle East emerging as a prominent market alongside mature markets in Europe and the US. Reflecting on notable case studies, he highlights the Ephesus Museum in Turkey as a standout project, blending storytelling and visual effects to captivate audiences and showcase Turkey's rich heritage.

Looking beyond entertainment, Thomas also explores the potential of immersive applications in corporate, education, and medical spaces. Leveraging data analytics and digital marketing, LBE operators can tailor experiences to individual preferences, enhancing engagement and driving revenue growth. From Panasonic's perspective, Thomas emphasizes collaboration across the LBE ecosystem, working in tandem with venue operators, content creators, space designers and technology providers to deliver immersive experiences with guaranteed success.

In conclusion, Thomas’ insights offer a compelling glimpse into the evolving landscape of Location-Based Entertainment, where innovation converges with immersive experiences to redefine the future of entertainment.

Unveiling Ephesus: A Journey into Ancient Splendour

Thomas and I had a good time talking about the Ephesus Experience Museum, in Selçuk, Turkey. And the best way by far to gather more details about this project was to speak with my colleague Ugur Caglar, Country Manager based in Istanbul. Ugur was the key person onsite when it came to closing this amazing project.

The idea for the Ephesus Experience Museum was conceived two years ago, propelled by the rich cultural heritage and historical significance of the region. Led by the Turkish Ministry of Culture and DEM museums, this ambitious endeavour aimed to digitally reconstruct Ephesus, offering visitors a glimpse into its moments of grandeur (Ephesus Archaeological Site, close to Selçuk, at 500 Km from Istanbul, welcomed 2 million visitors in 2023)

Click here for The Ephesus Experience Museum

Ugur Caglar, instrumental in the project's realization, embarked on this journey in September 2022, collaborating closely with Astel Group, a trusted partner serving as both distributor and system integrator. The key to success lay in selecting the right technology to deliver an immersive and authentic experience. While LCD technology initially seemed a viable option, Astel’s engineering & projects department ultimately opted for DLP technology. A combination of 1 chip DLP and 3 chip DLP projectors, installed throughout the museum's 2,400 square meters, formed the backbone of the immersive experience. Going down to detail, I’m talking about 79 projectors PT-RZ690, 18 projectors PT-RQ18 and 29 units of PT-RCQ10.

The creative vision for the museum was crafted by Atelier Brückner, renowned for their expertise in immersive visitor experiences and spatial design. Initially considering 3DLP projectors, the team's mastery over ambient light control allowed for a dynamic fusion of 1 and 3DLP technology, enhancing the visual impact and realism of the exhibits. Most of lenses used were ST & UST, such as the ET-D3LEU100 ( 3DLP ) or ET-DLE085 ( 1DLP ).

Ugur highlighted that to succeed in a project of dimensions like this one, it is essential to understand how many actors participate and what the role of each one is. In this regard, collaborating closely with Atelier Brückner, Marshmallow Laser Feast (MLF) contributed their expertise in filmic production and narrative design, elevating the sensory experience to new heights. We, Panasonic Connect, played a pivotal role in providing our projection technology, ensuring unparalleled visual immersion for museum visitors. Astel Group's hardware planning and installation expertise were indispensable, underscoring their role as trusted advisors throughout the project's execution. Meanwhile, DEM Museums oversaw the museum's management, ensuring seamless operations post-installation.

The culmination of months of meticulous planning and execution, the Ephesus Experience Museum officially opened its doors to the public in December 2023. From the initial delivery of projectors in March and April to the final unveiling, the installation journey spanned six months, marked by dedication, innovation, and a shared commitment to preserving and celebrating Ephesus's rich cultural legacy.

As visitors step into the Ephesus Experience Museum, they embark on a journey through time, immersing themselves in the splendor of antiquity. Through the seamless integration of cutting-edge technology and creative ingenuity, the museum stands as a testament to the enduring allure of history and the power of immersive storytelling to captivate and inspire audiences for generations to come.

After engaging in discussions with both Thomas and Ugur, a comprehensive understanding of Location-Based Entertainment (LBE) emerges. Immersive projection projects entail a collaboration of various stakeholders, each contributing their expertise to different facets of the process.

These key players include Projection Technology Providers, Media Production Studios, Interactive Experience Designers, architects, spatial & lighting designers, Scriptwriters, composers, System Integrators and AV consultants, Software Developers, content management providers, and, notably, venue owners and operators.

The seamless collaboration among these stakeholders is paramount for the successful execution of any project, spanning from initial concept development to installation and ongoing maintenance. As the industry continues to evolve and thrive, it becomes increasingly evident that LBE projects and immersive environments are here to stay.

With unwavering commitment, we stand ready to facilitate and enable the realization of these innovative ventures, ensuring their continued growth and evolution in the years to come.

The role of projection in LBE

Unveiling Ephesus: A Journey into Ancient Splendour

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