Immersive Event ----RAIN ROOM

Immersive event is a new trend in the event industry.  A famous event named RAIN ROOM was first presented at the Barbican in London (2012) and then at the museum of modern Art, New York (2013). Some visitors waited for 9 hours for just 10 experiencing time at the Museum of Modern Art(MOMA) in New York and similar enthusiasms appeared in London that someone claimed that he waited for more than 12 hours.  In 2015, it was premiered in Asia at the yuz museum Shanghai from 1/9 - 31/12.  Rain Room is a major installation by the artists Random International.  Why RAIN ROOM attracted so many visitors and becomes the miracle event? 

RAIN ROOM is a large -scale environment of perpetually falling water that ceases wherever a person walk.  From theory of experience economy from Pine and Gilmore (1999), RAIN ROOM is a case of creating immersive experience for consumers.  However, he emphasised that consumers can be immersed in an experience but still be passive recipients of the experience.  So, what are the touch points added to encourage it to be more interactive?  Firstly, the technology called 3D trace and camera positioning equipment which ensure RAIN ROOM responds to the presence and behaviour of its paticipants, offering them a surreal environment and unique relationship with water.  Actually, this motivation point satisfies the needs of uniqueness from consumers.  What's more, social media are helpful to move it becomes an active experience. Huge amounts of selfies on Facebook and videos or pictures of RAIN ROOM having Hollywood-style backlight... all of them are the reason of fear of missing out !!  Successful experience economy achieved the results of sold almost 20,000 tickets before 31/8/2015 for RAIN ROOM in Shang Hai.

Someone worried about if visitors will lose attention for no big changes in different places.  Random International shows the events ' experimental significance.  It can relate to the cultural system: voices and smells from rain are different in places all over the world.  RAIN ROOM is an art to show person and rain within light and shadow.  People will react in many ways for the rain because of different life environment and life experience which included in aesthetic principles of ideology.  Therefore, at this level, I believe RAIN ROOM success in four dimensions of brand experience: consumer will have a strong impression on five senses.  The surreal environment will bring strong emotions or feelings.  People and society will be brilliant to think about human action in nature in art ways through engaging physical actions in the event.  RAIN ROOM even tries to help people managing impression.  Art and unique environments is a new window to find ideal-self.  For example, people in Shanghai may want to impress ‘living in Shanghai, arts often arise suddenly’.