In November 2007, creative consultancy Mather & Co completed a R23m redevelopment of one of South Africa's top visitor attractions - the SAB World of Beer in Johannesburg.
"The aim was to provide a multimedia extravaganza, complete with special effects, video, music and theatrical lighting, telling the story of beer to visitors," said Chris Mather, managing director of Mather Co. "The design needed to have lasting appeal and also confi rm SAB as the authority in brewing."
The centerpiece of the project is a panoramic film shown in a 180-degree theatre on a 9m-wide wrap-around screen. Mather & Co commissioned Manchester-based Graham English and Co to create the eight minute film celebrating South African culture and the SAB brand.
The theatre is part of the attraction's Brands Centre, where visitors can access facts and TV commercials for their favourite brands on 11 interactive stations.
In another exhibit, 3D-lenticular graphics were used to create massive walls of liquid beer to explain the brewing process.
Elsewhere in the venue, Peppers Ghosts, animation and animatronics are used to bring a mining scene to life, and 3D rear projection video to creates an Indiana Jones-style show in the depths of an ancient Egyptian tomb.
"Each scene throughout the attraction has been treated as a one-off show to enhance the impact and experience for each visitor," Mather concluded.
