How to play the immersive cultural tourism commercial complex? -

With the increase of tourism consumption demand, the boundaries of cultural tourism projects are gradually extended, and there ar

How to play the immersive cultural tourism commercial complex? -

With the increase of tourism consumption demand, the boundaries of cultural tourism projects are gradually extended, and there are more and more comprehensive projects integrating cultural tourism and commerce in the market. On this basis, in order to broaden entertainment and leisure projects and enrich tourists' experience, through different types of cultural themes, immersive cultural tourism commercial complexes integrating business, tourism and leisure emerge one after another. Here are some such cases and project advantages.

Immersive cultural tourism commercial complex

The reason for popularity

Under the background of the overall upgrading of tourism and holiday consumption, tourism consumption groups not only have increased budgets and abundant time, but also have diversified consumption needs. In addition to sightseeing, consumers are more willing to spend on extended leisure and entertainment experiences. Nowadays, many consumers choose to travel to a city, not because of the unique local scenery, but because of the city's novel and interesting projects and foods, such as Hongyadong in Chongqing and Wen and friends in Changsha.

And business happens to be an important part of cultural tourism. They depend on each other. With the advantage of cultural tourism, the commercial complex can introduce novel formats and brands according to the cultural characteristics of the project, realize brand innovation, and integrate products into tourism. It can also combine shopping with experience IP, pay attention to the experience of consumers, and let consumers spend in a relaxed and pleasant atmosphere, thus stimulating economic growth.

The mode of combining literature, travel and business, because the scenes are more diverse, the format is more complicated, and it has the advantage of "scene+flow", plus the "immersive" outlet, and various tricks are played across the border.

Immersive cultural tourism commercial complex

Create a core point

Thematic features

Scene construction

Lv Wen Commercial Complex needs to build different scenes around the theme, so that consumers can have an immersive experience, have fun and buy happily.

Taking Hongyadong as an example, the "Reunion 1980" art on the fifth floor reproduces the Chongqing culture in the 1980s, and through the restoration of the theme scenes, it creates three major areas: the scene area of times life, the performance area of times characters and the interactive experience area of times.

On the 6th floor, "Twelve Scenes of Bayu Sleepwalking, Interactive Art Space of Light and Shadow" will be created. Taking the four seasons in series and the evolution of space as clues, combined with the immersive multimedia art device, the whole experience space can be seen, heard, touched and interacted freely under the sound and light technique.

The 7th and 8th floors are "Welcome 2076" Cyberpunk Fashion Museum. The overall design of the exhibition hall is full of sci-fi elements, and with various lighting effects, it creates a shocking visual effect with futuristic style, becoming an immersive Cyberpunk style experience hall and a gathering place of mountain city trend culture.

Domestic and foreign case sharing

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Area 15

AREA 15 is the world's first professional customized experiential retail entertainment complex. Promote the sales of retail business through fascinating live activities, immersive experience and shocking artistic atmosphere, including new media art interactive equipment, immersive restaurants, bars, digital art galleries, immersive music festivals and cutting-edge technology exhibitions. The following are some key points of AREA 15.

Omega supermarket

This is an immersive digital space with the theme of grocery store. The project covers an area of more than 4,800 square meters. It has four main theme areas and 60 unique environmental settings, including a multi-storey interactive playground. More than 300 artists participated in the project creation, which can be called a comprehensive market integrating entertainment and artistic experience in the new retail. It is known as "the most outstanding grocery store in America". It is both a retail area and an art exhibition area, because the goods sold here are not only

Wink world

This is a dynamic exhibition of vision and sound. Visitors will pass through six infinite mirror rooms, each containing a unique combination of light, color, sound and movement. Wink has created a unique exhibition to celebrate the infinite possibilities of life by virtue of its exquisite skills as an innovative experience designer, music composer and high-impact multimedia entertainment provider.

Van Gogh: immersive experience

Through advanced 360-degree digital projection, unique VR experience and unique acousto-optic performance, visitors are completely immersed in the works of art and feel the changes in reality when they go deep into the world created by Van Gogh's brushwork.

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Qinhuai theatre Li

Qinhuai Theater is located at No.80, Gong Yuan Street, Confucius Temple, Qinhuai River. The concept comes from the ancient painting of Ming Dynasty-Shangyuan Lantern Color Map, which depicts the lively scene of Nanjing citizens buying lanterns, downtown and watching the big drama in Confucius Temple.

Based on the spatial form of the building, the project has set up three theme spaces: fairyland, Dengshan and fantasy drama. Through different themes, it creates an immersive experience through dreams and people in the play, and gathers a variety of immersive formats such as live entertainment, antique market, theme block, hotel, cinema and so on.

Kishida

Strange markets mainly create strange things, strange shops, strange people and strange music, such as live performances of online celebrities and sisters of red carp and green carp, as well as immersive antique markets, national tide markets and craftsmen's markets. ......

Dengshan

Dengshan is a super lantern festival with the creativity of Aoshan Lantern Festival in Ming Dynasty. It is a multimedia lighting show integrating market, landscape, Lantern Festival, holographic projection, fog and performance.

Phantom game

The magic drama mainly creates Qimxy's drama "Colorful Pictures of Lantern Festival".

In short, Lv Wen Commercial Complex meets the one-stop demand of consumers from vacation and leisure to shopping, which is naturally borne by tourists during their visit, and can help Lv Wen project get rid of its dependence on the ticket economy, which is more yuan than scenic spots and more interesting than business. In addition to learning the themes, scenes and characteristics of these cases, what we really need to think about is how to perfectly integrate cultural tourism and business, and turn these people into the driving force for consumption growth.