Immersive experiences that blur reality are a growing trend on cruise
ships as lines look for more meaningful ways to entertain guests.
Think sipping a color-changing drink at an octopus-themed bar while
watching fish swim past virtual underwater windows. Or a chef smaller
than a saltshaker projected onto a table preparing appetizers.
"What audiences as a whole are looking for are things that are more
meaningful," said Mark Amos, an executive vice president of attraction
design firm JRA, a subsidiary of RWS Entertainment Group, which has
orchestrated immersive events on cruise lines including Azamara, Holland
America Line, MSC Cruises and Virgin Voyages.
Amos described immersive experiences as fully engaging the guest with
an environment, activity or ride that transports them to a different
place, real or imaginary, and to varying degrees, making them feel a
part of the action rather than a passive observer.
"Within that place or space, we deliver a multisensory experience
that takes them on a journey to suspend belief, even if only
momentarily, where they are, what they can do, who they're with, and
that they're able to affect the outcome or be affected by the outcome,"
JRA was responsible for evolving the Robotron ride on the MSC
Seascape into a creative, immersive experience. The ride incorporates
the senses, he said, such as touch, by allowing guests to push buttons
to choose their music, sights and sounds as Robotron whips them around
on the ship's upper deck. Guests can also take in the sights and sounds
of the ride while at a nearby bar. A takeaway photo or video clip from
the Robotron lets riders relive it later.
"So when you're down on the pool deck, talking about the near-hurling
experience that you had up on this ride, you have the ability to show
it, to share it and to re-experience what you had on that ride," Amos
Immersive experiences can be revenue generators. For instance, the
Robotron costs $10 to ride. But many are complimentary. On the line's
newest ship, the World Europa, JRA debuted "Living Exhibition: Earth."
The exhibition begins with an artist painting a picture, the subjects
of which are represented in real life by decor that inflates and by
dancers and puppets who meet on the ship where the artist is painting --
such as a 15-foot elephant controlled by people inside of it.
Dinner and a show
Quite a few cruise brands have chosen to incorporate immersive
experiences into their dining programs. Disney Cruise Line's newest
ship, Disney Wish, offers a range of immersive experiences, including
the Avengers: Quantum Encounter dinner.
Guests play an interactive role in an Avengers mission with Ant-Man
and The Wasp, who use highly unstable technology to shrink and grow
targets. A few blunders and the arrival of a villain require guests to
use a "Quantum Core" device at their table help save the two heroes.
On Celebrity Cruises, a white table becomes the venue for a small,
animated chef who cooks and tells stories during Le Petit Chef dining
experience. Celebrity worked with the 3D animators of Skullmapping to
create the experience, in which the chef talks to guests as he prepares
dishes right at their place setting. When he's done with a course, the
chef cues waiters to replace the animated dish with the real deal as
part of a four-course dinner.
Le Petit Chef immersive dining experience animates a white table with a small chef who tells his story while preparing food. Photo Credit: Celebrity Cruises
Dondra Ritzenthaler, Celebrity's longtime senior vice president of
sales for the Americas, described experiences like these as "over the
top" but said they are the kind of innovations guests are looking for.
Le Petit Chef costs $55 with the option of a wine pairing at an
"I have literally been in the restaurant, and when it's over, people
are waving goodbye at the table at this little animated character," she
said. "They're telling us with their pocketbook that these are the
things that they want and that they value."
Princess Cruises blends taste with technology in "360: An Extraordinary Experience,"
available exclusively and included for guests in suite accommodations
on the Discovery Princess and Enchanted Princess. The event takes guests
through a seven-course meal while immersing them in the views, sounds
and people from the places where the ingredients are harvested. LED
projections enable them to interact with the culture, like smashing a
projected plate while dining in Greece, echoing the Greek custom.
Creating the atmosphere
Other experiences are atmospheric. Carnival Cruise Line is planning
several immersive zones, its name for the different areas of its
Excel-class ships, on the Carnival Jubilee due out in December.
The Currents zone on the Carnival Jubilee shows LED windows and the ceiling creating an underwater ambience. Photo Credit: Carnival Cruise Line
The two-deck Currents zone will have LED "windows" displaying fish
swimming alongside the ship and a wave-shaped LED ceiling featuring
other sea creatures and scenes that change from day to night. Completing
the experience is a bar with eight octopus tentacles wrapped around it
serving drinks that change color in recognition of an octopus' ability
to do the same.
Cruise line entertainment has "catapulted" away from predictable
experiences, said Craig Laurie, chief creative officer of RWS
"I feel like our clients are coming to us being like, how can we give
them the unexpected, obviously, in a very enjoyable way?" he said.
"They're excited to take risks, to give the audience something that will
inspire and excite them."
Source: Travel Weekly