I am an event management students studing in the university of Huddersfield from Sep 2015 by now. Event mangement students has organized a variety of fundrasing live events during February and Match 2016 in groups. I organized the entertainment event Brain Crash with my team member which is a night for intelligent toys in the purpose of learning, competition and communication. I also visited, atttended and paied attention to large amounts of events for learning and thinking in the view of both professional organizers and consumers experience. It is worth mentioning that, I took part in a live event FACELESS in February 2016 which was organized by my event
management classmates. I was very
interested in its form and topic which is a night for DIY mask and
having fun with fluorescent art. To
comment and explain the experience of FACELESS, it is significance to compare
with the other two immersive events (that I will introduce below) and another immersive event RAIN ROOM (that I had introduced in my previous blog) that have paied attention to for several times. These are good cases and models for exploring trends of entertainment events in the view of brand experience.
There
was an event ‘Foresta Lumina’ created by Moment Factory. ‘Foresta Lumina’ is a night-illuminated path way and
in which people would see different kinds of lives produced by lights and brought consumers attractive stories from fictitious heritage and forest mythology inspired by the forest --- Parc de la Gorge
Park(Quebec's most frequented pathway, famous for its suspended footbridge, the longest in North America) They combined nature with
technologies to create this forest which becomes a stage for public immersive event. In this 1500m magic road, they integrated
environment and hided technologies so that consumers did not know where the magic
come from but lights, arts, video projections and structures are all applied in
almost everywhere. Each folktale or
roles were presented by a kind of unique multimedia. Every tool such as lighting, music and videos has potential to bring emotional empathy because of characters of
universal in forests. For example, everywhere
in the world reference to the fairies though they all take different shapes but
always there. All the sciences and arts were integrated and used.
Therefore,
from the event ‘Foresta Lumina’, it is not
difficult to summary the touch points to explain why Moment Factory can create such an wonderful immersive event.
l Technologies
and arts can supple the limitations of story-telling and bring feelings to
enrich the consumers’ experience.
l All the inspirations,
stories and themes are from cultures and present in a universal ways that encouraging the emotional empathy based on sensory stimulation.
There was also a wonderful touch points on ‘Foresta Lumina’. Every consumer could take a stone at the beginning
of the journey and the stone would be shining at the end of the road. It is a small part of the design but it seems
to have magic power to bring consumers from passive into an active Foresta
Lumina experience. When the shining
stone brings you positive thinking on having stronger power to overcome difficulties
in the future life or getting an optimistic psychology, it will be an unforgettable
Foresta Lumina experience.
Another
famous event Teamlab: vivid digital and future park event was held in February
2016 in Pace gallery. It is winned because of its
famous technology applications on over 20 digital works and it brings outstanding interactive experience
by controling the exhibits on APP.
FACELESS is an entertainment
event, because of the growing consumer choices and busier life-styles, some writers said one trend of entertainment event is to designing for all people
to create and enjoy. And another trend
is organizers create some wonderful entertainments which usually concepts themselves or to present things in unique ways for people to enjoy or exploration which needs to
involve technologies. FACELESS event
obviously wants to combine two of them. At
the first room, every attendee has the biggest freedoms to design and create
masks that belong to them. It is a good
experience for consumers to impress themselves in unique drawings. In this part, organizers have the opportunities
to see the different personalities of mask designers. For example, some people just using single
color and pattern to decorate herself, but another people hope to combine
several colors to try their best to design multifarious pictures on his
mask. However, they did not provide encouragements
for every consumers to enjoy the creating process. Before, we entering the second darkroom, we
did not know how the fluorescence work like. The communications and attractions were very
limited. There are no promotions of mask
designs on any social media platform. Therefore, the designing experience may not be an enjoyable or happy experience for every consumers. In my mind, if there are some suggestions on designing or appropriate visual and music for relaxation and appreciation, it will be an better consumer experience whatever based on the purpose of creative learning, communication or the other.
The second
part, is about a party in the darkroom with UV light to dance with fluorescent masks.
FACELESS added touch points with DJ music to create atmosphere. There also had people to invite consumers to
join in the activity of taking light painting photos and feeling the fluorescent
interesting. However, sensory stimulates are limited because of losing
enough technologies and arts supporting.
There are no attractive visual things for consumers. The surprising emotion bought from the color and
patterns would not stay very long time for these reasons. If there are wonderful fluorescent paintings
on the wall and for people with masks to take photos and for them to share on their social
media? If consumers can interactive with these figures created which control
by technologies? If organizers can
design for steps in order to satisfied more needs of attendees. For example, focusing on the learning purpose
in games or story-telling, focusing on the networking purpose on art chatting or social
purpose on dancing with wire but under mask?
How to inspire consumers do more thinking about thier life to enhance the
significance of the event? I think
before entering the darkroom, having rules to keep wearing the mask and chatting
or dancing, may be it is a unique experience for people who are tired on the socitey phenomenon paying more attention on face- looking nowadays. Trying best
to be unique, interactive, paying more attention on the cultural or emotional
influences can make the live event have more significance and brand can bring a more memoryable experience for consumers.
It's a brilliant discovery from the event Faceless to the technic related to it. Great to Know about the 'Foresta Lumina'. I enjoyed the event and appreciated the idea they had, but I think such good ideas did not attract as much people as they deserved, which was a pity.
回复删除yes! I think this is what we have to consider as a event manager! How to do efective promotion before the event? or how to attract people who are really interested in it ? The more we can provide to them, the more they can get from their experience.
删除It is a really good event with fantastic visual experience! I like it too.
回复删除thank you ! I think it is a very long learning curve for professional event managemnt learning.
删除Foresta Lumina is the great experice for the people who would like see this magic world. Using the light and sound to help people close to the nature, that's the brilliant idea. I wish this event could attract more people attention and they could enjoy it.
回复删除Both experience delivery is good, it is brilliant. I love ur blog.
回复删除Wow! This event looks cool!
回复删除The combination of technology and natural scenery to create unique experience for tourists is a brilliant idea.
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