The technology of sensory stimulation
Lawrence Chia
Chairman, Pico Group

The traditional approach of captivating audiences with comprehensive sensory experiences has stood the test of time. Today, the combination of immersive experiences and cutting-edge technologies like VR, AR and 3D projection is blurring the boundary between virtual and real, offering immense potential for enhanced storytelling. However, such resources can still fall short of meeting audience expectations if they aren’t used inventively to create distinctive experiences. Meeting this challenge requires the expertise of marketing and programme planning specialists to devise innovative experiences that truly stand out.

A notable example was the Art in Ink Festival at the Hong Kong National Palace Museum, which seamlessly blended ink culture with immersive animation technology viewed via mobile phone. The interactive AR and 3D elements helped to instil a profound understanding of China's ink culture, with lifelike animals and landscapes dancing before visitors’ eyes.

Meanwhile, Sphere in Las Vegas has won wide recognition for its awe-inspiring immersive experiences. Sphere’s exterior features mesmerising dynamic visual effects created by 3D projection and over a million ultra-high-resolution LED lights. Inside, an even more remarkable spectacle awaits, with a 15,000 sq. m., 200-million-pixel surround LED screen transporting the audience to alternate realities without the need for 3D glasses. Notably, this captivating venue attracted performers like U2 and amassed a staggering box office revenue of US$75 million within three months of opening.

Immersive experiences extend beyond entertainment; their creative applications and technological advancements also make them valuable tools for knowledge transmission and cultural preservation. The Oman Across Ages Museum, designed and activated by Pico, showcases this potential. By harnessing VR and AR, the museum breathes life into historical buildings, transporting visitors to eras they could never physically visit. It also offers a stunning journey through Oman’s history at its a 360-degree 4D cinema, which features synchronised moving floors and a captivating soundtrack.

The industry and the general public alike have warmly embraced immersive entertainment experiences. These unforgettable encounters expand the audience base and hold tremendous promise for fostering greater business opportunities.


The full article was originally published in Headline Finance on 18 March 2024 (in Chinese only).


Source: Headline Finance (web version), 18 March 2024