The second day of the fair also saw the second Keynote – yes, we heard two this year! -, given by Alan Greenberg CEO and co-founder of entertainment company Illuminarium and his colleague Brian Allen, who told us about the thrills and technologies that make these immersive experiences truly memorable.
Alan Greenberg began his career as a creator of interactive and traditional media for the educational, healthcare and travel markets, before moving into entertainment. Indeed, to what could be called ‘edutainment’. Thus, he founded Illuminarium, an experiential entertainment company that, through the use of digital and innovative technologies, transports audiences through an unprecedented sensory experience and allows visitors to see, hear and even live unique experiences.
“We democratise the world’s most amazing experience,” said Greenberg during the keynote, “How would you like to go on safari or walk on the moon? Illuminarium creates a cinematic immersion into different worlds, from an African safari, a beautiful garden, and even
a walk on the moon, to a new experience at night. What does immersive reality mean? It is necessary to take into account the emotional and cognitive events of the audience and to consider the five senses in order to elicit a response, a memory or to trigger a question. As soon as you cross the threshold of Illuminarium you are immersed in the multimedia content, but this is not enough to achieve engagement. We have to take into account every single detail in the interweaving of technology and feelings”.
Greenberg’s latest project is located in Atlanta, USA, and was created with the aim of creating an entertainment reference for tourists and locals alike. The future is expanding, with immersive content inspired not only by nature and real life but also by everything that is culturally, humanly and artistically significant.
