Drive to create London Boat Show experiences

Creative production agency Drive has been tasked with creating three experiential activations at this year's CWM FX London Boat Show, taking place between 9 and 18 January at Excel London.

Artistic impression of London Boat Show's Control the Rain experience
Artistic impression of London Boat Show's Control the Rain experience

The 2015 edition of the exhibition from the British Marine Federation will feature the '4D Experience', which will give the visitors the chance to be immersed in several nautical locations including the tropics, the Arctic and the Northern Lights.

The high-definition experience will include sampled sounds of the various scenarios, as well as computer-controlled fans to simulate sea breezes.

'Control the Rain', an experience which will be located at the London Boat Show's entrance, will allow guests to interact with the weather. Super-sensitive sensors will detect body movements, and as individuals approach the entrance the rain will cease, then as they slowly back away the rain will start to fall from the sky.

Attendees passing through the rain curtain will then arrive in the screen gallery, which will illustrate the sights, sounds and characters of boating live, featuring Volvo Ocean Race updates and films showcasing adventurers, pioneers and innovators.

The third experience from Drive, 'The Datatag Lab', has been billed as "interactive, immersive and engaging" by the show's organisers. It will include the latest in innovation and technology from the Met Office, Raymarine, Landau UK and Southampton Solent University, as well as displaying the Bloodhound SuperSonic Car.

Guests will also have the chance to see the Solent Whisper Foiling catamaran produced live at the show between 9 and 12 January. Visitors will be able watch all the stages of production from the preparation of the moulds, to the final presentation of the completed boat.

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