Creative production agency which would enhance the visitor experience at the show, which attracts 100,000 people across its ten-day run.
Mike Enser, head of marketing for the British Marine Federation and National Boat Shows, told Event the experiences had to fit in with the show’s theme – adventurers, pioneers and innovators – linked together through weather. "The first thing visitors are confronted with at the show is the rain curtain, and it puts a smile on their faces."
The 'Control the Rain' experience, located at the exhibition's entrance, uses sensors to detect body movements. As individuals approach the entrance the rain will cease, then as they slowly back away the rain will start to fall again.
Grant Dudson from Drive, who was the creative director for the three London Boat Show experiences, said the Control the Rain activation has allowed guests to experience the theatre of the event before stepping into the show. "The rain curtain is the first impression of the entire show, so it was important we got it right."
Rik Haines, senior producer at Drive, said the 4D Experience uses 20 metres of projections and 20 projectors, housed within a temporary structure and themed around a boat deck.
Participants then have the chance to be immersed in several nautical locations including the tropics, the Arctic and the Northern Lights. The high-definition experience includes sampled sounds of the various scenarios, as well as computer-controlled fans to simulate sea breezes.
Enser explained that with the show being in its 61st year, him and his team needed to do something totally different to create a real stir. "We are putting on an event here, and we wanted to drive an event for our exhibitors to sell boating to visitors, and so far the emotional stir from these experiences has worked so far."
The Datatag Lab, billed as "interactive, immersive and engaging", includes 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.
Drive said the experiences took three months to create and build, and in the first few days of the show approximately 4,000 visitors interacted with the experiential zones.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by .