With the continuous growth of tourism consumption demand, the boundaries of cultural tourism projects are gradually extended, and more and more comprehensive projects integrating cultural tourism and business have appeared in the market. In order to broaden the entertainment and leisure projects and enrich the tourist experience on this basis, through different types of cultural themes, immersive cultural tourism business complexes integrating business, tourism and leisure are emerging one after another. Here are some of them for you to share.

The reasons for the popularity of the immersive cultural tourism business complex

Under the background of the overall upgrading of tourism and holiday consumption, tourism consumption groups not only have increased budgets and sufficient time, but also have diversified consumption needs. In addition to sightseeing, consumers are more willing to spend on extended leisure and entertainment experiences. Nowadays, many consumers choose to travel to a city not because of the unique local scenery, but because of the novel and interesting projects and delicious food in the city, such as Hongyadong in Chongqing, Wenheyou in Changsha and so on.

and business happens to be an important part of cultural tourism. They depend on each other, and with the advantages of cultural tourism, the commercial complex can introduce novel formats and brands according to the cultural characteristics of the project, realize brand innovation, integrate products into tourism, and also combine shopping with experience IP, pay attention to consumers' experience, and let consumers consume in a relaxed and pleasant atmosphere, thus stimulating economic growth.

The mode of combining literature, travel and business makes the physical business have more advantages of "scene+flow" because of more diverse scenes and more complex formats, and with the "immersive" outlet, it has played various tricks across borders.

immersive business complex for cultural tourism

building core points

theme features

scene building

The business complex for cultural tourism needs to build different scenes around the theme, so that consumers can really have an immersive experience, have fun and buy happily during the experience.

Taking Hongyadong as an example, the "Reunion 1981" on the fifth floor artistically reproduces Chongqing culture in the 1981s, and through the theme scene restoration, it creates three major areas: the era life scene area, the era character performing area, and the era interactive experience area.

On the 6th floor, the "Twelve Scenes of Sleepwalking in Bayu and Chongqing-Interactive Art Space of Light and Shadow" was created. With the clue of the series of seasons and solar terms and the evolution of space, combined with the immersive multimedia art installation, the whole experience space can be seen, heard, felt and interacted by means of sound and light.

On the 7th and 8th floors, there is the "WELCOME 2176" Cyberpunk Fashion Pavilion. The overall design of the pavilion is full of sci-fi elements, and with various lighting effects, it creates a shocking visual effect with a futuristic style, becoming an immersive Cyberpunk style experience pavilion and a gathering place of mountain city trend culture.

case sharing at home and abroad

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AREA15

AREA15 is the world's first professional customized experiential retail and entertainment complex, which promotes the sales of retail business through fascinating live activities, immersive experience and shocking artistic atmosphere. It includes all kinds of cool immersive projects such as new media art interactive devices, immersive restaurants, bars, digital art galleries, immersive music festivals and cutting-edge technology exhibitions. The following briefly introduces several key projects of AREA15.

Omega Mart

This is an immersive digital space with the theme of grocery store. The project covers an area of more than 4,811 square meters, with four major theme areas and 61 unique environmental settings, including a multi-storey interactive playground. More than 311 artists participated in the project creation, which is called a comprehensive market integrating entertainment and artistic experience in new retail. Known as "the most outstanding grocery store in America", it is both a retail area and an art exhibition area, because the goods sold here are not only real goods for use, but also mixed with some works of art.

Wink World

This is a dynamic exhibition of vision and sound. Visitors will pass through six infinite mirror rooms, each containing a unique combination of light, color, sound and movement. Wink, with its exquisite skills as an innovative experience designer, music composer and high-impact multimedia entertainment provider, has created a unique exhibition to celebrate the infinite possibilities of life.

van Gogh: the immersive experience

Through advanced 361-degree digital projection, unique VR experience and unique acousto-optic performance, visitors can completely immerse themselves in the works of art and feel the change of reality when they go deep into the world created by Van Gogh's brush strokes.

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Qinhuai Theater Lane

Qinhuai Theater Lane is located at No.81, Gongyuan Street, Confucius Temple on the Qinhuai River. The concept comes from an ancient painting of the Ming Dynasty, Shangyuan Lantern Color Map, which depicts the lively scenes of Nanjing citizens buying lanterns, shopping in the downtown area and watching big dramas in Confucius Temple.

based on the spatial form of the building, the project has set three main theme spaces: strange city, light mountain and magic opera. Through different themes, it creates the immersive experience of crossing dreams and people in the play, and gathers various immersive formats such as real entertainment, antique market, theme block, hotel and cinema.

exotic markets

exotic markets mainly create exotic objects, exotic shops, strange people and exotic music, such as the live performance of online celebrity Sisters of Red Carp and Green Carp, as well as the immersive antique market, the national tide market, the craftsman market, etc ...... and have fun all the time.

Dengshan

Dengshan is a super lantern festival with the creativity of Aoshan Lantern Festival in Ming Dynasty. It is a multimedia lighting performance show integrating market, landscape, lantern festival, holographic projection, fog and performance.

Phantom Opera

Phantom Opera mainly creates Qimxy drama "Colorful Pictures of Lantern Festival".

in short, the cultural tourism commercial complex meets the one-stop demand of consumers from vacation and leisure to shopping, and these consumption are naturally taken by tourists during their play, which can help cultural tourism projects get rid of the dependence on ticket economy, and it is more yuan than scenic spots and more interesting than business. In addition to learning the themes, scenes and characteristics of these cases, what we really need to think about is how to perfectly integrate cultural tourism and business, so that these people can be transformed into the driving force for consumption growth.