Touring immersive experiences: why bigger isn’t always better.
Craig Smith is Grande’s Head of Production & Technology. In this article, he explains why bigger spaces don’t always produce better immersive touring experiences, and details the rigorous production process undertaken for each new venue.?
Q: Tell us about the production team.?
A: Our production team includes professionals from various specialties within the entertainment and audiovisual industries. In total, the team has over 111 years of experience in the industry and this diverse expertise allows us to cover all aspects of technical production. This includes high-end audio, touring lighting systems, large-format projection systems with high channel counts, entertainment rigging, commercial install AV, interactive technologies, corporate event management, sports and arena event management, and entertainment freight and logistics.
But that's only half the picture. At Grande, we have the rare advantage of having a technical department with a full fleet of touring equipment that we own, along with in-house design and content creators.?
This collaborative approach between design and production is crucial throughout the entire process of creating an immersive experience. Every floor plan, gallery design, or internal review is done with the content in mind and receives input from the creative team.
Our production team's combined expertise and collaboration with the creative team ensure that every immersive experience we create is technically flawless, visually stunning, and captivating for our audiences.
Q. What's the ideal venue for a touring immersive experience?
A: The key to Grande's immersive experiences is flexibility, so while there is no perfect size for an immersive experience, there are important considerations to remember.?
Interestingly, what may seem like a problem at first can become the most compelling aspect of an installation. For example, an odd-shaped wall or unique architectural feature can be incorporated into projection mapping, adding a distinctive element to the display.?
Importantly, contrary to popular belief, bigger is not always better. For example, the relationship between screen size and the negative space above the projection plays a role. In some cases, a lower ceiling height combined with a floor-to-ceiling projection can increase the immersive feeling for the visitor. A large space between the projection and the ceiling can create an emotional disconnect.
The only constant in our installations is the visitor journey - we optimise the experience narrative no matter the contrast between installations.
Q: What does a museum or gallery need to host an experience??
A: Several factors are in play when considering potential sites for an immersive experience.?
These include:?
By addressing these aspects, a museum or gallery can determine a suitable space and work to solve any suboptimal conditions.?
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Q: What are some of the more unusual spaces Grande has installed an experience?
A: We have designed and installed immersive experiences in many non-traditional venues over the years. Some notable examples include the Birmingham Hippodrome (an active theatre built in 1895), a touring pavilion structure in a Middle Eastern desert, several 17th-century churches in Italy, a decommissioned military barracks, a disused train station in Poland and even one floor of a high-rise office building in Hong Kong.
Another important aspect of our equipment is that it can be used in spaces with delicate infrastructure. Some of the most interesting installations have been in listed buildings and heritage-protected sites, a current example being Kalmar Castle, a Swedish Renaissance-era castle.?
These unique locations have provided exciting opportunities to create memorable experiences in unexpected settings.?
Q: What's the process of working with a new venue and licensee??
A: The foundation of our successful collaborations with licensees and partners is our meticulous, tried and tested process that ensures consistent results.?
From venue assessments to on-site installation to the final coordination of pack down, our globetrotting production team works closely with the client, led by a dedicated production manager.?
Simultaneously, our in-house design team supports the development of experience, brand and marketing assets providing valuable collateral to promote the display.
Our in-house creative team also collaborates with our partners on bespoke projects to produce new content. A recent example is the immersive Planet Shark: Predator or Prey experience at Chester Zoo.
From installation to de-installation, our in-house production team guides our partners through the process, ensuring the experience delivery is on time and optimised for visitor enjoyment.
Got a special project in mind? Message Soraia Salvador for a chat.