ATTRACTIONS & EXPERIENCES 25
Pulling off the countdown required both technological and logistical coordination
TONY MURRAY
“If we cannot eliminate ambient light, we have to design around it – creating structures that minimise it as much as possible,” Uvarova explains. Projection mapping often becomes the staple of a large-scale, public visual event, but what distinguishes this in activation is its emphasis on experience. This is no less true for the Galacticoaster itself, which is also a kind of interactive experience. Guests use touchscreens and RFID (radio frequency identification) technology to design custom spacecraft before boarding, with more than 625 possible ride combinations. LEARNING FROM LANDMARKS Pixel Artworks’ pre-existing familiarity with the London Eye also played a significant role in shaping the project. “We’ve been creating gauze illusions with the London Eye for years,” continues Uvarova. “We know what content works best, what technical specs and what brightness. That knowledge translates to new projects like Orlando.” This accumulated expertise is crucial when iconic structures are your canvas. Landmarks come with great creative potential, but are also fixed, regulated
CLICK TO WATCH See the impressive AV countdown in action here
and often difficult to access. “Having someone on site who understands both the technical and videography aspects of the job is crucial,” she adds. “That’s what ties the whole experience together.” While projection remains central to Pixel Artworks’ catalogue, Uvarova points to emerging technologies expanding its creative toolkit. “We work a lot with LED, especially for permanent installations. A product that excites me is flex LED – fluid panels that can move in ribbon-like shapes. It opens up design possibilities.”
As the countdown on the two landmarks reach their final moments, the projections intensify. The spacecraft completes its assembly and the call-to- action crescendos. Then, as quickly as it appeared, the illusion dissolves, leaving behind only the familiar silhouettes of two observation wheels. It is an impressive demonstration of where things are headed in terms of marketing practice, and of the important and effective role both AV and visitor attractions will play.
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