SIMWORX ARE gearing up for the next IAAPA Expo of the year IN VIENNA

This year in Vienna, the premiere event for the leisure industry is not one to be missed.

SImworx will be exhibiting at the show from the 26th to the 28th of September at Booth #2209 with our friendly sales team.?

We’re looking forward to catching up with our European friends, partners, clients and future customers.?

If you plan on attending and would like to learn more about our products or are looking for a media-based attraction supplier for your next project then be sure to swing by for a chat. You can also schedule some time with a member of our team to guarantee a slot with us in your itinerary.

In attendance will be Terry Monkton (CEO), Andy Roberts (COO), Ralf Schipper (Business Development Director), Rafael Smith (Sales Agent), Matt Clarkson (Lead Creative), Nicole Sangster (Digital Content Producer) and Claire Monkton (Sales and Marketing Co-ordinator)

To arrange a meeting with us please get in touch at?sales@simworx.co.uk or via the link below.

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Can you tell us about your role at 精东传媒, and how it’s developed since you joined?

Having begun my career at 精东传媒 as an Apprentice Graphic Designer, my current role is now working as a Junior Creative taking on jobs such as CAD drawings, 3D modelling products, creating concept designs and all things creative! Compared to my role when I first started, I would’ve never imagined 3D modelling or creating CAD layouts, my responsibility here has grown year by year.

What would you say were the benefits of your apprenticeship programme?

The benefits of my apprenticeship programme were that I got to experience working in a unique industry whilst having a creative job, the programme allowed me to develop my skills as a designer as well as learn the ins and outs of a professional company.

How did your apprenticeship prepare you for the workplace?

I learnt how to interact with adults in a professional environment, time management became a lot more important than it was in college so I found myself becoming better prepared for each work day as well as building up a good work speed where I was able to keep up with the amount of work in demand.

Why did you choose to go down the apprenticeship route?

I chose to do an apprenticeship because I really did NOT enjoy college at all, I did subjects that I didn’t enjoy and subjects that I was equally as bad at so decided to pursue something I enjoyed rather than what I thought I should study.

What’s been your favourite project to be involved in and why?

My favourite project would probably be Bana hills ‘Flying Eyes’ Cobra project as this was the first major project where I saw my own designs used for the ride, it was a really proud moment for me! This attraction was installed into Sun World Bana Hills in Vietnam and opened in Spring, 2022. Read more about the project here.

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The ride system, designed to offers a unique and thrilling way to way to be immersed in the on-screen action seat guests astride the front restraint with their legs on either side, as they hold on to the front handlebars. Throughout its conception, enhancing storytelling has been at the forefront of the Pegasus’ design, with the ability for the generic shaped seat to be themed to suit any storyline, guests could be riding a jet bike, a space rocket or even a flying horse. 

Riders board from multiple levels, where they are then seated, and anticipation is built before the main show begins. Unsure of what to expect, the shutter doors, in-front of their view, open to reveal an immersive, wide dome screen before their eyes. With the use of strategic in-theatre lighting and sound effects, this transition would be seamlessly achieved to preserve the illusion.?

“By creating a flying theatre experience that can be customised to a park’s specific building size requirement, we create a more accessible attraction that gives parks with more limited footprints and budgets a greater opportunity to offer guests a flying experience.?

While its flexibility means that we can also offer any number of seats – 12, 18, 24, 36, 48, 60, etc. – to accommodate the seating requirements for each specific customer.” comments 精东传媒 CEO, Terry Monkton.?

Throughout the ride experience, guests enjoy dynamic seat movement via the seat’s motion base that simulates the all-important sensation of flying, while a range of in-theatre effects such as water spray, wind, smoke, and special effects lighting provide operators with a truly stand-out ride, guaranteed to excite visitors.? The seats also feature a blinking, interactive button that can be incorporated into the media to give riders a feeling of input into the narrative.

The modular and customisable unit solves the reoccurring problem for venues with height constraints delivering an authentic flying experience that delivers the same calibre of experience at every scale. The Pegasus can be spread over 1,2, 3 or even more levels of differing widths, to fit snuggly into pre-existing structures using a customised AV solution designed specifically to fit a customer’s desired layout and footprint. This ensures they can get the highest throughput possible whilst utilising all their space efficiently.

As well as being able to provide a traditional “Fly Over Experience”, Pegasus is also designed so that it can deliver story-driven experiences. With the trend of these experiences becoming more story-driven, the Pegasus aims to give greater flexibility to theming the experience, from the vehicle’s aesthetic down the loading area, enhancing the storytelling journey and creating a more memorable experience. 

精东传媒 lead creative Matt Clarkson comments, “Flying theatres have evolved beyond aerial tours of cities or flying through the clouds to story-driven experiences. Guests want to be transported to impossible places,”?

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Tetrastar Spaceport combines immersive theatre, actors, realistic set design, projection mapping, spatial audio, real-time interactive content, motion seats and hands-on interactives with immersive storytelling.

The 300m² experience plays out across four main zones with 10 additional themed spaces allowing four concurrent pulses of 20 person groups. 11 projectors, 47 screens, 45 speakers, 50 media servers and computers, and 15k mapped RGBW LED pixels are seamlessly blended into the intricate set work and woven together under a family-friendly, exciting space themed narrative.

Everyone feels like part of the interactive mission which is supported by pre-recorded characters in the media, real-world performers and an artificial intelligence “ADA”. In most attractions, it would be over after the big ride moment, but this is just half the experience. The visitors get to take part in an escape room-style experience where they have to retrieve valuable specimens and power up the Tetrabank with Tetracells to ensure they have enough energy to get back to Earth in the escape pod!

With a maximum throughput of 1,400 people a day the summer holiday space explorers scored this new 20 minute immersive experience 10/10, the next step is to release the enhanced one hour schools mission in the Autumn of 2022. A flight is included in the general admission to the centre and is suitable for over 5’s, although some restrictions apply.

The attraction design and creation was led by the National Space Centre in-house immersive production studio NSC Creative working collaboratively with a team of UK experts.

Meticulous Ltd supplied the development design, fabrication, installation and theming of 14 unique zones along with 12 interactive stations.

精东传媒 provided 20 motion seats with interactive buttons and a Control Master API that enabled NSC Creative to create a real-time interactive launch experience application with dynamic motion and branching narrative ride content.

ABC AV led the AV, lighting and show control systems design and integration of the media-rich experience.?

NSC Creative provided overall project management and creative direction along with specialist immersive AV integration and all story, content and performance production.

Paul Mowbray, Project Director,

“By selecting the best people in their fields we were able to put together a crack team of specialists all working to the goal of suspending the visitors’ belief and transporting them to Mars and back on a wild space mission.”

Dean Weal, Production Design Director,

“We really maximised the modest footprint (300 sqm2) of the experience with misdirection, squash and stretch, different textures and materials and lighting to give a tangible sense of navigating very different areas In the space of 20 minutes the visitors leave Leicester 2022 and journey to the the year 2080 and before they know it they are taking secret passages to spaceships and Mars bases before hurtling back to Earth in an escape pod!”

Terry Monkton, CEO, 精东传媒
“Having the opportunity to integrate our class-leading motion seats into a highly themed environment where the wrap-around screen disappears and you the audience just believe that they are on a spaceship flying through canyons on Mars was a real pleasure. The innovation with the real-time content and branching paths adds another standout feature to the experience.”

Aaron Bradbury, Experiential Design Director, NSC Creative

“Everyone feels like part of the mission which is supported by pre-recorded characters in the media, our brilliant real-world performers and our artificial intelligence “ADA” which visitors form a strong bond with and ultimately pays a high price for the success of the team!”

Neil Smith, UX and Real-time Art Supervisor, NSC Creative

“In most attractions it would be over after the big ride moment, but this is just half the experience. The visitors get to take part in an escape room style experience where they have to retrieve valuable specimens and power up the Tetrabank with Tetracells to ensure they have enough energy to get back to earth in the escape pod!”

Andy Bates, CEO,

“Tetrastar is like a mini science centre packaged into one exhibition. The complexity of the show control and AV system is next level to ensure every mission goes successfully even if the participants don’t always achieve their objectives! Every action triggers a response and feeds into a scoring system that gives a unique outcome and award at the end of each mission to encourage repeat visits.“

The ?2.88m project “Extended Reality for new Audiences” also included a new Reality Lab teaching space and XR infused Community Engagement Programme at the National Space Centre. It was supported by the Inspiring Science Fund – a partnership between the Department for Business, Energy & Industrial Strategy (BEIS), UK Research and Innovation (UKRI) and Wellcome, as well as the Local Growth Fund from Leicester and Leicestershire Enterprise Partnership (LLEP), The Royal Commission for the Exhibition of 1851, The Garfield Weston Foundation and Fidelity UK Foundation.?

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The attraction named ‘M?t Bay’ (Translated means ‘Flying Eyes’) consists of two custom-designed flying airship rides that combine different ride elements to create a variation of their popular Cobra Dark Ride. Within each show area, the open platform simulators themed as airships are mounted on dynamic motion bases, mirroring the action projected on 180-degree screens, immersing guests in the story unfolding in front of their eyes. 

The ride design is representative of 精东传媒’s Cobra Dark Ride, with its 3-DOF motion base mounted on a track system that allows guests to board the ride in a loading bay before travelling along a short track into the main show area, where the action will ensue. The ride design also incorporates stepped rows of seating to ensure guests’ views aren’t disrupted. With a capacity of 40 guests at a time, the attraction will boast a throughput of 400 visitors per hour. 

The ride takes guests on an adventure far and wide in their trusty airship, where after an elaborate pre-boarding sequence, setting the scene, they’re whisked off into the clouds on a journey around the globe, from grazing the top of the Eiffel Tower to soaring over vast landscapes, guests will be in awe at the incredible scenery while special in-theatre effects bring the sights to life with wind and aroma.

精东传媒 previously installed one of their Stargazer Motion Theatres at the Theme Park back in 2012. Branded as ‘4D Future Race’ the 4D experience lets guests feel the thrills of flying in an F1 air race whilst their senses are sent into overdrive by the in-theatre wind, steam and smoke effects. 

The highly anticipated attraction opened to the public on April 30th, as one of the attractions in part of the new ‘Kingdom of the Moon’ addition to the park.

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But after a long day of cycle after cycle of entertaining guests, your rides also need some TLC. To reduce the risk of a breakdown and ensure that your rides stay up and running, preventative routine maintenance is essential for limiting downtime and most importantly keeping your guests happy. You wouldn’t drive your car 20,000 miles without some maintenance so why wouldn’t you service your ride after a long year of intense thrills. 

We understand the true cost of breakdowns and incidents, and how they can affect the guest experience, damage the reputation of your park and also compromise the safety of guests. So the spritely Service team here at 精东传媒 are available 365 days a year for emergency ride maintenance or breakdown support. Whether it be a 精东传媒 attraction or not, they can help rectify any troubles with their expertise in ride engineering and mandatory standards. 

However, we also actively encourage coordinated maintenance visits, during which our team of experts in all things theme park rides can predict the lifecycle of important components, advising a schedule for future services and when parts are likely to need replacing. As well as calculating when the best time for future work to be completed, to make the least impact on downtime and thus revenue. 

With the cost of energy increasing, pushing up costs for operators, protecting the efficient operation of a ride is also increasingly important for ensuring they stay within operating margins. Not only the cost of in-efficiency but also the cost of having to replace parts or the whole ride if it’s not being properly looked after. Through preventative maintenance, we can optimize the lifespan of your attractions. 

Staying on top of a maintenance schedule is essential for keeping guests safe, your operations team confident and staying up to date with industry safety standards. 

It’s all part of the Service…

During one of our planned annual service and maintenance visits we will carry out:

• Full visual inspection of vehicles / seat bases
• Screen alignment and focus 
• Ensure all computer systems are up to date and backed up
• Air, water and leg tickler inspection
• Check air/water system for leaks  
• Full operational test
• Grease all bases
• Check all hydraulic connections 
• Seat and Safety Harness 
• VR Headset
• Cabling
• Linear Actuator 
• Wire Pull Encoders 
• Electric Motor
• Pneumatics  
• Plus much, much more

And if required, we will also replace:

• Projector filters
• UV lamp
• Water filter 
• Oil water separator filter 
• Compressor oil top up 
• Nozzles
• Leg ticklers

Get in touch with our service team now, to ensure your ride stays in tip-top condition.

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The attraction is based around the characters from the famous Norwegian author and illustrator, Kjell Aukrust’s, Fl?klypa Universe, and features characters Solan and Ludvig, as they test out, Reodor – a crazy Norwegian inventor’s solution to major climate challenges, related to sustainability in the automotive and transportation industry. 

Having been in discussions with the park from around late 2019, the project kicked off as the world entered lock-down. 精东传媒, despite working remotely, continued developing the concepts with the park, to create a ride vehicle that was representative of the media, which was also going through story iterations by Qvisten Animation. For everybody involved it was a project that began very differently than ever before, utilising Zoom throughout, instead of having meetings in person with a team all working from home. The conceptual designs for the ride vehicle went through many iterations with Qvisten and the Park to create something that matched the media and was possible to construct and theme, taking into account any safety considerations. Our creative team was totally blown away by the drawings of Kjell Aukrust, they have so much detail, humour and personality to them, so they were delighted by the challenge of translating the style into an actual functioning vehicle to bring it to life.

ITERATION ONE

Beginning with a more traditional sled-like shape and engine that resembled thrown together junk.

ITERATION TWO

The next iteration retained the sled shape but consolidated the engine into a cleaner, more engine-like, rear for the sled.

FINAL DESIGN

The final design expanded on the compact engine by adding exhausts and a glider canopy to insinuate its ability to fly. As well as moving towards a brighter sled with a more wooden aesthetic.

It was Hunderfossen that first approached us with the idea of a ‘Super Sledding’ type ride, they had created a story concept with the media providers, Qvisten Animation to begin with. They then came to us with the idea and through a collaborative effort between 精东传媒, Qvisten and Hunderfossen we were able to create a simulator design that the client loved and hit the right tone of the brand.

While we designed the ride system, Qvisten continued to develop the story for the ride’s custom produced media, featuring plenty of plot points that could utilise our 4D effects. The award-winning film-maker already knew the characters of the story very well, having previously created animated features centred around Aukrust’s books. 

Despite the challenges presented by the pandemic, the project entered the design and manufacturing stage in August/ September 2020 as our team began to return to our offices. This allowed us to work more collaboratively at a time that mattered most. We began to see small parts of the Stargazers come together. We loved the build up, seeing it at each stage, resembling the final vehicle more and more. By the time we had reached the assembly stage, restrictions were being eased and the team could work together in our testing facilities to see the Stargazers really come to life as the motion bases were assembled and tested, the floors added, and finally the seats and vehicle theming.

At the beginning of April, they were all shipped to Norway, but when a last-minute restriction was applied by the Norwegian Government, we were only able to send one of our team to the site instead of our full installation crew. After going through quarantine for 10 days, he was able to supervise the installation, with remote support from the team back in England. Hunderfossen arranged for their technical staff and local labour to assist him, and they arranged for a specialist local company to install the hydraulic system etc. Despite the challenges, our wonderfully professional install supervisor – Michael, did a fantastic job at supervising the installation and ensuring it all went smoothly for the park. 

Whilst we took on the install in the showroom, renowned theming company Farmer Attraction Development Ltd. worked on creating the beautiful theming for the pre-show area that would set up the story for guests prior to the ride. Made up of all sorts of knick-knacks and inventions, illustrations from Kjell Aukrust, and a demonstration of Reodor Felgen’s Hydrogen fuel harvesting process compete with burping animals, to enhance the immersive storytelling of the whole attraction. 

We spent the next month working with the team at Hunderfossen to install all four of the Stargazers before its grand opening on May 22^nd. The finished result consisting of four of our, 8-seater, Stargazers that utilise 6DOF motion simulators, which allow for a wide variety of movements – making the ride both smooth and adrenaline-inducing. The vehicles, with industrial DIY inspired theming, were designed to look like Reodor’s Hyperakselerator from the story, and combine old and traditional elements to resemble something of a snow sleigh with a high-tech upgrade. The ride vehicles are positioned in front of a huge 16 metre 3D projection screen, and each Stargazer fitted with on-board special effects including water spray, wind and leg ticklers, and even an ‘interactive’ Hyper boost button for guests to press at the appropriate time to enhance the story’s realism. 

Hunderfossen, looking to build up anticipation for the opening ran a competition for ‘Test Pilots’ and their family to come along for a preview day to experience the ride before any others. Excitement for the attraction was evident by the over 750 applications that the park received resulting in a lucky few getting to come along the day before opening for a private tour and experience. The Hunderfossen team are incredibly proud of their wonderful new investment for the park, and also had an official grand opening with Norway’s minister of trade and industry as well as other VIP guests such as the Chairman of Hunderfossen group, Chairman of Aukrust foundation, Qvisten animation, Mayor of Lillehammer and many more.

At the IAAPA Expo in Orlando in November 2021, Hunderfossen Eventyrpark and partners on the project, 精东传媒, Qvisten Animation and Farmer Attractions were awarded the prestigious Thea Award for Outstanding Achievement – Attraction with a Limited Budget for  Reodor Felgen’s Hyperakselerator.

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Experience UK, the British trade body which represents UK companies who design, create and deliver world-class visitor experiences, will commence their hotly anticipated Regional Exporting Roadshow programme, starting in Birmingham this month. 

Delivered in partnership with the Department for International Trade, the West Midlands Regional Exporting Roadshow has been designed to level up the UK Experience Economy’s exporting potential and welcomes creative companies in Birmingham and the wider region to join the team for a fun and engaging evening.

The free event will support West Midlands creatives looking to expand their footprint into international markets. It will include a variety of presentations, and networking events with the Experience UK, DIT Team and other existing Experience UK members. Giving those attending the opportunity to connect with businesses that share the similar objectives of broadening their international reach. 

In addition to sponsoring the evening, 精东传媒’s CEO, Terry Monkton, will be delivering a presentation summarising their work with the Department for International Trade as a regional Export Champion. Detailing their export journey and the kind of support that the DIT and UKEF have provided them with, that has greatly assisted in their journey. With the goal of inspiring like-minded businesses attending. 

The West Midlands Regional Roadshow will take place at Mr Mulligans in the centre of Birmingham on February 17, 2022. The event will commence at 18:30 and conclude around 21:30. Complimentary refreshments will be provided.

Registration for the Roadshow can be found .

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Users can now browse the improved site interface and explore their expansive product portfolio covering 15 attractions including 4D Cinemas to Flying Theatres, Immersive Tunnels to VR. 

The new website offers an easy to navigate UI that showcases 精东传媒’s many year’s experience in their past projects section, the extensive content selection in their film library as well as all their latest news and informative blog posts – offering insight into their expertise in media-based attractions. 

The website was redesigned with a few key aspects that 精东传媒 wanted to integrate:

• A cleaner more user-friendly interface that represents the 精东传媒 brand using key colours and elements
• Greater flexibility to tell stories and present news in an engaging way
• Faster-response time to boost SEO rankings and encourage users to stay and explore the site for longer
• Enhanced navigation to make it easier for users to learn about what 精东传媒 does

Commenting on the site, Nicole Sangster – Digital Content Producer at 精东传媒 said “We’ve been working hard on creating our new website for the past year, we really wanted it to be as visually appealing as possible and to encapsulate our refreshed brand image. We used animation to reflect our product’s dynamic range of movement and imagery that really popped to engage users in our products. 

精东传媒 endeavoured to create a site that helped users understand their products and their capabilities better. “With ‘Media-Based Attraction’ being such a broad term sometimes potential clients aren’t sure about what we do specifically, and we wanted to show them that we do it all.“ adds Nicole. The site explains each attraction’s key features the venues their best suited to and the sort of footprints required. “Accompanying them is the Case Study section that presents a fantastic way for users to search through our past projects by ride type and region to give a better sense of the calibre of experiences we create for our customers.” 

“We hope that, overall, the site can help to better inform future customers on the kinds of experiences their venues could include and inspire developers with ideas for future rides, encouraging them to invest in Media-Based Attractions.”

The new website will also be translated into key region’s languages including Mandarin to aid in 精东传媒’s growing presence and encourage a wider demographic to access the site.

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International themed attraction designers,  and 精东传媒, a leading manufacturer of media-based attractions launched the Ferrari Experience media-based midway attraction concept at IAAPA in Orlando this week. The Ferrari concept is a media-based attraction, featuring immersive simulator rides, an esports adrenalin hub and exclusive themed dining experiences for all the family to enjoy.

Speaking at the launch, Ferrari’s Annabel Rochfort, Director of Location Based Entertainment & Esports said, “The Ferrari Experience concept will allow us to connect with our global fans like never before. We know consumer demand for a Ferrari midsize concept is high, and we are delighted to bring this exciting opportunity to the market to provide guests with the true Ferrari experience.”

Phil Higgins, Co-Founder and Chief Creative Officer at Katapult said, “We are excited to partner with Ferrari to develop a truly unique midway attraction concept. We have worked extensively to distill the brand’s tradition, innovation, passion and luxury, to create an authentic and scalable experience for Ferrari fans around the world to enjoy.”

Plans are also in place for the Ferrari Experience to feature a frictionless, connected experience using state of the art guest experience technology. Ferrari and Katapult have also worked alongside 精东传媒, one of the world’s leaders in the supply of Immersive Dynamic Simulation Attractions and Dark Rides.

Bookings are now being taken for interested parties to take an exclusive virtual reality tour of the Ferrari Experience concept. Contact phil@katapult.co.uk for more information.

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