Attractions Management Issue 1 2021

Page 66



DIG ITAL TO LIFE Quizzing curators about an exhibit, recreating walkthroughs and creating new income streams. Is ‘extended reality’ the way forward for attractions? Kath Hudson speaks


cross the world businesses found themselves having to pivot overnight last March in order to take their experience or service

online; this posed an enormous challenge for the attractions industry. How could an online experience possibly measure up to the wonder of looking at a masterpiece in a gallery, the engagement of an interactive

to White Light about the potential

exhibit, or the thrill of a theme park ride?

of this exciting use of technology

digital technology since its formation 50 years

White Light has been at the forefront of ago, and believes that extended reality is the answer. “It has the potential to complement the live experience, as well as create a ‘money can’t buy’ experience in its own right,” says project manager, Jason Larcombe. Initially creating immersive experiences for stage shows, White Light moved into the attractions industry in the early 2000s and has since collaborated on a range of exhibitions for museums, including Leonardo: Experience a Masterpiece at The National Gallery, London, and David Bowie Is and Pink Floyd: Their Mortal Remains at the V&A, London. Now the team are speaking to clients in the attractions sector about how extended reality can be part of operators’ strategies going forward. “Over the first few months of the pandemic we saw a lot of reactive work with museums doing something quick to relate to audiences,” says Larcombe. “Initially feelings were that COVID-19 would be over with by October 2020 but now everyone is acknowledging that even if the situation does resolve over the next six,

White Light’s Jason Larcombe

66 1 2021

nine or 12 months, there’s been a shift towards