Orbi: Supercharged Nature Experience
BBC Worldwide – the commercial arm of British broadcaster the BBC – has teamed up with Japanese gaming company Sega Corp to create the world’s first “supercharged nature experience” in Japan. Orbi – the first theme park of its kind in the world – will combine Sega’s gaming technology with BBC Worldwide’s archived nature footage to create an interactive, multisensory experience. The 4,779 sq m park is due to open on August 19 2013 in Yokohama City.
"Orbi is about being able to experience and interact with some amazing aspects of nature in an urban setting,” said Steve Martin, executive creative director of Tokyo-based branding agency Eat Creative, which was responsible for Orbi’s visual identity. “It's not meant to compete with nature, but rather provide some experiences that you couldn't actually experience in real life.”
High-quality audio and visuals will be teamed with other sensory stimuli including scent technology and temperature control to simulate natural environments. A main theatre complex and 12 different zones will offer visitors the chance to experience stampeding wildebeest, arctic temperatures and life on the ocean floor.
The venture highlights consumers’ growing desire for more immersive entertainment experiences. “All brands today are looking for new ways to engage with their target market and this has become very content/experience driven,” Martin told Stylus. Museums around the world are leveraging multi-sensory environments to offer consumers a richer edutainment experience, while theme parks are spending millions on turning fantasy environments into reality.