IAAPA 2017: Universal's Thierry Coup on taking immersive design to the next level | attractionsmanagement.com news
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IAAPA 2017: Universal's Thierry Coup on taking immersive design to the next level
POSTED 22 Nov 2017 . BY Tom Anstey
The man behind Universal Studios’ most successful visitor attractions says operators looking to stay ahead of the curve must go above and beyond to deliver new levels of immersive experiences.

Thierry Coup, senior vice president of Universal Creative, said that following successes such as Universal’s Harry Potter attractions, public expectation is higher than ever and visitor attractions are tasked to live up to those expectations.

“We have to deliver experiences that are much more immersive than anything you can find out there,” said Coup, speaking during the Legends panel at this year’s IAAPA Expo in Orlando, Florida.

“You can utilise technologies VR or AR but there’s nothing like entering a world where you have been transported completely. It’s not just igniting the basic senses like touch and sound.”

For the Wizarding World of Harry Potter attraction – first opened at Islands of Adventure in Orlando and then replicated at Universal’s parks in Los Angeles and Osaka following phenomenal success – Coup described how multiple senses were integral to the design when creating the attraction to ensure a one-of-a-kind experience.

“You walk into the Wizarding World and you can smell things coming from the restaurant, and it feels very much like what was described in the Harry Potter books by JK Rowling,” he said.

“She did such a great job of describing every one of the senses, that when you finally taste the Butterbeer for example, it’s like a system of engaging everything and placing you in a world that you can’t find anywhere else but there.”

There are, of course, challenges to IP collaboration, which Coup described as “almost like marrying someone for their wonderful child”.

“You have to get along, you have to develop this relationship, but the goal is to ensure together that this ‘child’ is successful,” he said. “That comes with a lot of complexity from the partner but there are so many great things that come along with that.

“For Harry Potter it was small shops, small stores, no marquees, no signage, small entrances – it goes against all the rules we have set for the perfect operating theme park. We learned from that and we were very open because we had to be.

“In the Transformers ride working with Michael Bay, we said ‘we can’t do slow motion on a ride, that won’t work’. But then we tried it and it was actually a great success.

“You have to make compromises. You have to learn as much as you can about where the IP came from and was born. You have to put your ego away and both sides have to speak to each other. It becomes a crazy great marriage and you end up with this amazing final product.”

Check back with Attractions Management and AM2 for all the latest news coming out of IAAPA 2017.
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Jobs . News . Products . Magazine
NEWS
IAAPA 2017: Universal's Thierry Coup on taking immersive design to the next level
POSTED 22 Nov 2017 . BY Tom Anstey
The man behind Universal Studios’ most successful visitor attractions says operators looking to stay ahead of the curve must go above and beyond to deliver new levels of immersive experiences.

Thierry Coup, senior vice president of Universal Creative, said that following successes such as Universal’s Harry Potter attractions, public expectation is higher than ever and visitor attractions are tasked to live up to those expectations.

“We have to deliver experiences that are much more immersive than anything you can find out there,” said Coup, speaking during the Legends panel at this year’s IAAPA Expo in Orlando, Florida.

“You can utilise technologies VR or AR but there’s nothing like entering a world where you have been transported completely. It’s not just igniting the basic senses like touch and sound.”

For the Wizarding World of Harry Potter attraction – first opened at Islands of Adventure in Orlando and then replicated at Universal’s parks in Los Angeles and Osaka following phenomenal success – Coup described how multiple senses were integral to the design when creating the attraction to ensure a one-of-a-kind experience.

“You walk into the Wizarding World and you can smell things coming from the restaurant, and it feels very much like what was described in the Harry Potter books by JK Rowling,” he said.

“She did such a great job of describing every one of the senses, that when you finally taste the Butterbeer for example, it’s like a system of engaging everything and placing you in a world that you can’t find anywhere else but there.”

There are, of course, challenges to IP collaboration, which Coup described as “almost like marrying someone for their wonderful child”.

“You have to get along, you have to develop this relationship, but the goal is to ensure together that this ‘child’ is successful,” he said. “That comes with a lot of complexity from the partner but there are so many great things that come along with that.

“For Harry Potter it was small shops, small stores, no marquees, no signage, small entrances – it goes against all the rules we have set for the perfect operating theme park. We learned from that and we were very open because we had to be.

“In the Transformers ride working with Michael Bay, we said ‘we can’t do slow motion on a ride, that won’t work’. But then we tried it and it was actually a great success.

“You have to make compromises. You have to learn as much as you can about where the IP came from and was born. You have to put your ego away and both sides have to speak to each other. It becomes a crazy great marriage and you end up with this amazing final product.”

Check back with Attractions Management and AM2 for all the latest news coming out of IAAPA 2017.
RELATED STORIES
IAAPA 2017: Expo breaks records as 39,000 descend on Orlando


This year’s IAAPA Attractions Expo in Orlando, Florida, has proved to be the organisation’s most successful show ever, with a record 39,000 people attending the landmark event.
IAAPA 17: Disney legend Joe Rohde reveals secrets to storytelling with IPs


Veteran Walt Disney Imagineer Joe Rohde has revealed his secret to storytelling in theme parks, saying that to successfully utilise an IP, attractions creators must put visitors at the centre of their own immersive fantasy world.
IAAPA 2017: Brass Ring winners announced


IAAPA has announced its winners for this year’s Brass Ring Awards, recognising a number of companies at the annual IAAPA expo for their achievements in excellence across different parts of the industry.
IAAPA 2017: Creative force behind 'Star Wars: Galaxy's Edge' reveals details of immersive Disney project


Scott Trowbridge, the Disney Imagineer leading the creative vision for its Star Wars-themed projects, has revealed details of the operator’s planned Galaxy’s Edge lands, coming to California and Orlando in 2019.
MORE NEWS
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Diversity was among the topics up for discussion at this year's MuseumNext conference in London, with Shaz Hussain, assistant curator at the London Science Museum, telling delegates not "deflect responsibility" on the issue.
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National Geographic has teamed up with augmented reality provider Aryzon to create the world's first open air planetarium, using AR to project images into the night sky for a unique stargazing experience.
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+ More news   
LATEST JOBS
Groups Sales and Marketing Executive
Royal Horticultural Society
Salary: Circa £25k depending on experience
Job location: Wisley, Woking, UK
Head of Commercial Operations
The Silverstone Experience
Salary: £50,000- 55,000 pro-rata per annum + benefits
Job location: Northamptonshire, UK
Chief Operating Officer
Brooklands Museum Trust Ltd
Salary: £60,000
Job location: Weybridge, Surrey, UK
Commercial Leisure Manager - Coastal Attractions
Denbighshire County Council
Salary: £41,846 — £44,697 (plus up to £8,000 relocation allowance)
Job location: Rhyl, UK
Theming Production Manager
Merlin Entertainments Group
Salary: Competitive
Job location: Staffordshire, UK
Fastrack and VIP Team Leader
Thorpe Park Resort
Salary: Competitive
Job location: Chertsey, UK
+ More jobs  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2018

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