Of Threads, Thrills, and Theories: This Week's Dispatches from the Infinite Beyond

Issue No. 2 - Welcome back to "The Event Horizon," where each edition is like a leap into a new dimension of event production and experiential entertainment! If our first issue was a blast-off, consider this one our cruise through the cosmos, showcasing even more of the extraordinary.

As we orbit around the latest trends and gravity-defying ideas, remember: in the world of Non Plus Ultra, the extraordinary is not just a possibility – it's our trajectory. So, strap in and prepare for a journey that's not just about reaching new heights, but about redefining them. Together, let's navigate the stars of innovation and creativity, because who knows what interstellar wonders await us in the ever-expanding universe of immersive event planning.

Let's get started, shall we?

Part 1: Pushing the Limits

In this week's "Pushing the Limits," we're embarking on a journey that makes Alice's trip down the rabbit hole look like a walk in the park. Tokyo's teamLab is fusing art and light with the precision of a laser surgeon, XP Land's hyping C2MTL like they've got cheat codes, OASIS immersion's art project in Paris might just save the world (or not), Dubai's like, "If you can't have the sun, build one," and the Van Gogh immersion craze has art folks pondering, "Is this the birth of an art movement or just fancy Insta-fodder?"

teamLab's Artful Light Bender

As teamLab Inc. Borderless gears up for its grand reveal in Tokyo, it's out with the old and in with the new, featuring four installations that turn light into a playground for the senses: sculptures that dance between reality and reflection, lights that wobble like they've got a mind of their own, and bubbles that light up with a personal serenade as you walk by. It looks like some futuristic dream where light and art flirt with each other, and you're invited to third-wheel. designboom (3 minutes)

xp.land Amps Up C2 Montreal

Oh, the humanity! Just when we thought our eagerness meter for C2MTL 2024 was maxed out, along comes XP Land, casually strutting in and dialing it up to eleven. You going? Drop us a DM and let's meet up! xp.land

The Art of Change

OASIS immersion recently opened its "Recharger/Unwind" experience in Paris, and our post that sparked some conversation. (There is more on that in "Looking for Inspo?" below). Amidst all this disucssion, Denys Lavigne, President, Executive Creative Director and Co-Founder at OASIS, dropped us a white paper that's anything but your standard fare. It's a piece, done by Oasis in collaboration with La Piscine MTL, and true to Quebecer form, it's not just informative, it's a work of art. (Who else but Quebecers could take a prosaic white paper and turn it into a visual feast?) The project, Vitamine Immersive, is an exhaustive, data-driven exploration into immersive arts, stretching beyond the boundaries of culture. It dives into how these arts can be pivotal tools for social change, addressing everything from mental health to giving urban spaces a new lease on life. The way OASIS immersion and La Piscine bring together creatives, scientists, and entrepreneurs? It's a masterclass in immersive arts' transformative power, showing us a vivid picture of how these mediums can redefine our collective well-being. Which all begs some questions: Are we seeing an evolution in digital light experiences from just dazzling our senses to emerging as agents of change? Could it be that as a society, we weren't quite ready to engage in deeper discussions about some subjects until they were wrapped in the allure of tech-driven dazzle? Brand stewards, take note: these evolving mediums can powerfully deliver a deeper narrative and purpose, fostering a deeper, more impactful level of consumer engagement. Vitamine Immersive (60 minutes)

Tangled in Dreams and Memories

Step into the profoundly moving world of Shiota Chiharu, an artist who takes the ethereal — memories, dreams, the silent screams of our psyche — and spins them into something you can see, touch, and walk through. “The Soul Trembles” is the largest solo exhibition of Shiota's work, a journey that’s not just through art but through the very essence of human emotion. Over twenty-five years, Shiota has been crafting these immense, intricate webs of threads, creating spaces that feel like you're walking inside someone's mind or heart. Shiota invites to explore and ponder that each thread isn't just a piece of material, it's a strand of thought, a filament of feeling, capturing those fleeting moments of our inner lives.

Dubai's Dazzling Dhai

In Dubai, a city where subtlety went out of style sometime around the invention of the indoor ski slope, they've launched Dhai Dubai, a light art festival so bright, you might want to bring sunglasses. This festival is essentially the artistic equivalent of a peacock strutting its stuff in a neon-lit disco, including everything from awe-inspiring projections to interactive installations, and even throws in some enlightening talks for those who like their art with a side of intellect. And because Dubai doesn’t do things by halves, they’ve also tied the festival to the Liter of Light initiative, because why just light up a city when you can light up lives?

The Price of Immersive Popularity

In the world of immersive exhibitions, it seems the masses are jumping on the projection-mapped bandwagon featuring a parade of dead white guys (plus Frida), but at a cost that has some digital artists like Lucy Hardcastle and the mold-breaking, engineer/artists Studio Drift B.V. team raising their eyebrows and calling it a "money grab." These artists, who spend years creating mind-bending installations like concrete blocks that float and rain rooms where you don't get wet, aren't too thrilled about their hard work being "overshadowed" by these glorified Instagram backdrops. However, there's an argument to be made that these commercial experiences are drumming up public interest in art, especially digital art, which could indirectly shine a spotlight on the works of innovative creators like Hardcastle and DRIFT. And let's not forget, art has always been commercialized, whether by patrons in the past or the public now, and what's popular today might just be tomorrow's Van Gogh – ironically reminding us that time, not just ticket sales, will tell what's truly a masterpiece. The Guardian (5 minutes)

Part 2: Looking for Inspo?

In this week's "Looking for Inspo?" we're spotlighting the daring disruptors of the art world. Mad Arts weaves an interactive technicolor daydream, while up in the Big Apple, Mercer Labs transforms a former shopping mecca into a neon-tinged adult playground, Paris invites you on a sensory journey through an art-infused tunnel of wellness, and back in Vegas, Luxor Hotel & Casino mixes grown-up beverages with childhood games. This week, imagination is king, and these installations are its castles.

Mad Arts' Tech-Fueled Art Fantasia

In the steamy, alligator-infested swamps of South Florida, a wild new creature has emerged: Mad Arts, Fort Lauderdale's first immersive art museum. This isn't just a gallery; it's like stepping into a Salvador Dali painting if he'd had a love affair with a MacBook. Imagine a place where your awkward dance moves create a kaleidoscope of digital art, or your whispered confessions get transformed into an Edwardian-era floral text message. It's a playground for adults, where touching the art is not only allowed, it's encouraged! Mad Arts, birthed from the creative mind of Marc Aptakin and his journey from the punk rock depths of Dorsch Gallery to the innovative expanses of MadLabs Studio, has become a beacon for local artists and a crucible for digital and technological artistry. With its digital mermaids navigating ocean pollution and forests that chat back, Mad Arts isn't just about viewing art - it's about stepping into a vibrant, slightly bonkers, tech-infused alternate universe. Time Out (2 minutes) and Mad Arts.

Breaking Reality

In 2024, the immersive attraction game is leveling up with a delightful mash-up of immersive wellness retreats and historical experiences that are more creatively daring than a Wes Anderson film set. Envision being teleported into the heart of your favorite TV shows, courtesy of big brands like Netflix and Sony bringing a level of engagement that could make a game of Quidditch look like checkers. And for an adrenaline-packed detour, the horror attractions are set to be as frightening as a rollercoaster with ride through Tartarus. Meanwhile, football (or how we in the U.S. pronounce it: s?-k?r) clubs are stepping up their game beyond the pitch into theme park territory. Bea Mitchell at Blooloop explains it all! Blooloop (12 minutes)

Where Crayon Dinosaurs and LED Landscapes Meet

In the world of immersive museums, Mercer Labs in NYC is offering a unique blend of grassy tunnels, asteroid fields, and the chance to let your imagination run wild with a swinging bench as your vessel. Artist Roy Nachum, Grammy-nominated for Rihanna's album art, has transformed the former Century 21 space into a playground of LED landscapes, virtual forests, and ball pits, proving that adulting can indeed include romping with virtual stegosaurs. While it follows in the footsteps of other immersive art spaces, Mercer Labs stands out by inviting adults to reconnect with their childlike sense of wonder and exploration. xp.land (3 minutes)

Paris Unveils High-Tech Tunnel to Nowhere, Calls it Wellness

In what seems like a cross between a sci-fi movie and a very relaxed day spa, OASIS immersion has opened "Recharger/Unwind" in Paris, a wellness experience that's as much about unwinding as it is about not understanding what's happening around you. Enter a tunnel where sound and visuals come together in a harmonious dance of relaxation and confusion, sorta like chilling out inside a high-tech cocoon set in an art gallery. And in true Parisian fashion, it’s all very chic, very immersive, and probably smells faintly of existentialism and eau de toilette.

Giant Slides and Grown-Up Drinks

PLAY Playground in the Luxor Hotel & Casino is inflating your childhood playground to adult size and adding alcohol. This “immersive gamified bar” is a nostalgia-fueled wonderland where grown-ups can bounce around in adult-sized inflatable houses, play life-sized board games, and yes, slide down a giant slide—all while sipping on their favorite adult beverage. It's the perfect solution for those who've ever thought, "You know what would make hopscotch better? Scotch. We can't wait to visit this neon-drenched, beer-fueled time machine that takes you back to the good old days of scraped knees and recess - but with way better drinks. Las Vegas Review Journal (8 minutes)

Part 3: Current Events

This week's "Current Events" showcases CES 2024's eco-tech wonders and Fox Corporation's cosmic wine tasting, blending futuristic tech with interstellar indulgence in brand activations.

Tech's Grandest Stage

CES 2024, the tech world's annual pilgrimage, traded in the usual procession of shiny gizmos for a carnival of immersive experiences, proving that the future of tech isn't just smart, it's also a bit of a show-off. SK Group's booth transformed from a mysterious black box into an eco-friendly theme park, complete with a mini Las Vegas Sphere Entertainment Co. and a hydrogen-powered train, making it clear that going green can also mean going wild. Meanwhile, Togg and Mercedes-Benz AG-Benz opted for subtler, yet equally captivating setups, proving that sometimes, the most electrifying tech advancements can be found in a simulated car ride or an amber-lit AI assistant – who knew the future would feel so much like an adult playground? EventMarketer (10 minutes)

Mars, Martians, and Merlot

Fox Corporation, in a marketing maneuver that's out of this world, launched a cosmic wine tasting for its show "Stars on Mars", proving that space suits and sommeliers can indeed coexist. Set in Hollywood's Scum and Villainy Cantina, this interstellar soiree saw over 600 earthlings guzzling down 324 bottles of otherworldly wine, amidst an ambiance that was more Mars rover than Napa Valley. The event was peppered with space-suited brand ambassadors and a robotic dog – because nothing spells "sophisticated wine tasting" like a mechanical mutt photobombing your selfies. The whole shebang was orchestrated by NVE Experience Agency, taking brand engagement to a galaxy far, far away. EventMarketer (1 minute)

Part 4: Alchemy of Awesome

In "Alchemy of Awesome," we're delving into the event industry's latest quirks, including attendees of all generations seeking genuine engagement over yoga mats, Capital One's unexpected plan plan of luring you in with caffeine and casually slipping in a mortgage offer with your espresso, 2024 trade shows turning booths into tech marvels, and event planners playing venue roulette post-Airbnb.

Yoga Mats or Meaningful Interactions?

In the world of business events, the 2024 Trends Report by Freeman Company has unearthed a feel good discovery that suggest society may not be on the verge of crashing: regardless of age, from boomers to zoomers, we all crave a bit of individual recognition—shocking, we know. Turns out, in the grand circus of keynote speakers and networking, attendees are clamoring for something more than just a morning yoga stretch or a celebrity's dazzling smile; they're after real substance and a smidge of personalization. And while Gen Z might be leading the charge in seeking authenticity and social causes, the rest of us are just trying to navigate exhibit halls without tripping over swag bags, longing for meaningful connections that extend beyond the free pen collection. MeetingsNet (3 minutes)

Banking on Baristas

In an intriguing blend of caffeine and capitalism, Capital One is brewing up a storm with its chain of coffee shops, adding a side of banking to your morning latte, and embodying the spirit of "third places" – those public spots that aren't home or office. Other unconventional brands like MUD\WTR Aviator Nation are also hopping on this trend, offering everything from yoga to live music, proving that these days, a good brand experience might just mean not selling anything at all. While some may see these ventures as risky, they reflect a new era of marketing where blending lifestyle, leisure, and a latte can create a positive brand image, or at least a decent cup of joe. WSJ (2 minutes)

Trade Shows 2024: Where Reality is Just Too Mainstream

As we step into 2024, trade shows are getting a major tech facelift, making even the dullest booth feel like a trip through a futuristic wonderland. With VR headsets and AI algorithms becoming the new norm, these events are turning into something straight out of a geek's fantasy. And people who finds charm in the mundane, we're half-expecting to start yearning for those pre-techno revolution days where a squishy stress ball handout was the height of engagement. Exhibitor (6 minutes)

Is Waiting in Line is the New "Experiential" Job?

Apparently waiting in line for brand experiences at CES is now a sign of "healthy consumer demand," and some brands have figured out that broadcasting content to wider audiences equals double the impact (cue eyeroll). Meanwhile, outdoor activations stole the spotlight, with Google and Kubota showing that sunny weather and a captive audience beat the drab show floor any day. And as CES seemingly returns to normalcy, big brands have embraced playfulness with archways, tunnels, and queue lines that rival a day at Disneyland, leaving us all wondering if we accidentally wandered into a theme park instead of a tech expo. Event Marketer (5 minutes)

Short-Term Rental Roulette

In the ever-changing world of event planning, where Airbnb has turned as event-friendly as a porcupine at a balloon party, event planners are left scouting for alternatives like ManhattanBNB and Peerspace, where the main rule seems to be "read the fine print or prepare for an unpleasant surprise." In this new era of event planning, you have to treat property hosts like VIP clients and remember to write glowing reviews. We can't help but wonder, with all these twists and turns, why not just opt for a hassle-free, stunning Non Plus Ultra venue? BizBash (7 minutes)

Part 5: Plus This

Here's a little self-indulgence from Non Plus Ultra, where we give you a front-row seat to our latest adventures and, dare we say, the occasional misadventures.

Survival Revival: The Initiations' Terrifying Comeback

Into The Dark -- an immersive theater company birthed from the macabre minds of Peaches Christ, David Flower Productions, and Non Plus Ultra -- is bringing back "The Initiation" for a limited run in the Bay Area at NPU's Old San Francisco Mint, immersing guests in a chilling mix of theater, 4D effects, and haunted mazes. "The Initiation" is a journey into the heart of "Insight," a cult offering a twisted path to enlightenment, where true consciousness means confronting the darkest of horrors - a spine-tingling experience not all are guaranteed to survive. Get your tickets here.

A Faerie Noir Adventure

In the shadowy corridors of NPU's Old San Francisco Mint, "The Lost Inn: Immersive Dark Faerie Noir" is weaving a tale where 1930s noir meets a mystical faerie world. Here, guests embark on a theatrical adventure through the mint's transformed spaces, uncovering a story of two half-Fae sisters and a detective's surreal quest, all to the tune of live, original music. The experience invites the audience to play, explore, and even grab a drink at the tavern, ensuring that the line between spectator and participant is as blurred as the realms they're exploring. "The Lost Inn" is the latest theatrical marvel by our friends at 13th Floor, a dynamic company renowned for blending narrative theater with character-driven movement. Over the years, 13th Floor has captivated audiences with innovative plays that merge text and movement, garnering critical acclaim and support from prestigious foundations, and securing their reputation as pioneers in theatrical and dance innovation. "The Lost Inn: Immersive Dark Faerie Noir" runs from February 8th through February 24th, 2024. Tickets are available at 13thfloortheater.org.

Let's Talk!

And that's a wrap on this edition of "The Event Horizon," brought to you by the ever-curious minds at Non Plus Ultra. This newsletter is our way of sifting through the chaos of events, innovations, and 'aha' moments that collide like bumper cars at a carnival. But remember, this isn't just about our takes and insights – it's a collaborative journey.

We're on a relentless quest for the wild, the uncharted, and the stuff that flips the script on ordinary. Have you stumbled upon something that makes your heart race – a cutting-edge event concept, a breakthrough in experiential technology, or a tale so engaging it practically shakes hands with you? Or maybe you're just itching to dissect the latest trends in our dynamic industry. Whatever it is, we're all ears and ready for a chat.

And speaking of collaboration, how can we amplify your event's voice in our community? If you're in the throes of planning a special event and are on the lookout for a venue with as much character and spirit as your vision, consider our portfolio of venues that blend rich cultural heritage with vibrant artistic spirit, all wrapped up in a functional, grand setting. But hey, even if our spots don't quite match your groove, we're still here to lend a hand – be it recommending other venues, navigating the maze of permits, brainstorming immersive event designs, operations, or just connecting you with the right folks in the community. Don’t hesitate to reach out. We are not just in the business of renting out spaces. We are in the long game of building relationships and making event magic happen.

So why stay on the sidelines? Dive in and join the conversation! Reach out to us, share your thoughts, your dreams, or your next big idea. Let's embark on this journey of discovery together. Send us a message and let’s see where our collective curiosity leads us. We can't wait to hear from you – until then, keep pushing the limits!