2023 | Innsbruck (AT)An Immersive Journey into the Heart of Tyrol
How do you condense the soul of an entire province into a single walkable space? The Experience Tirol dares to answer that question with a cutting-edge, immersive and interactive walkthrough that redefines regional storytelling for the digital age. Set in the Kaufhaus Tyrol shopping center in the middle of Innsbruck, this experience draws visitors into a vibrant exploration of Tyrol’s storied past, rich culture, and breathtaking landscapes – using the full power of modern media technology.
Developed in collaboration with regional stakeholders, the experience spans over 500 square meters and guides guests through five distinct scenes, each blending narrative design with advanced multimedia. At the core of the attraction is the seamless integration of diverse technologies – 30 VR stations, LED walls, Pepper’s Ghost holograms, and artistic projection mapping – culminating in a 360-degree finale room with immersive wall and floor projections.
The creative challenge was twofold: to unify and convey Tyrol’s diverse identity – spanning history, tradition, art, nature, and sports – with technical innovation. The goal was to captivate a broad audience of tourists, locals, and school groups, while maintaining a high level of interactivity and accessibility.
Partnering with Infotainment Tirol, Kraftwerk Living Technologies delivered a media-rich technical environment that transcends the typical museum experience. Each of the five zones is carefully curated to blend storytelling with sensorial engagement. The VR stations transport guests into re-creations of historical events and scenic vistas; holograms bring iconic figures and folklore to life; and projection art weaves together abstract and literal interpretations of Tyrol’s essence. Prominent Austrian personalities are digitally and narratively embedded throughout the journey, guiding visitors like a common thread. The final 360-degree room provides a stunning crescendo – surrounding visitors in an all-encompassing visual celebration of the region.
The Experience Tirol stands as a model of how technology, when thoughtfully applied, can transform cultural heritage into a living, breathing narrative – not just seen, but felt.
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