PEOPLE
The Metaverse offers the attractions world the incredible ability to transport and engage guests from anywhere in the world, redefining the meaning of footfall Danny Burzlaff, head of attractions, UNIT9
T
he UNIT9 Group has launched a new division, Attractions by UNIT9, to partner with
so many opportunities for exploration,
and theme parks to explore the
education and adventure. Audiences are ready for an elevated tech-
in AR, VR, XR, Web3, metaverse experiences,
led connection and we’re incredibly excited to
immersive theatre, gamification, world-
be able to match that growing demand with
building, avatar creation and high-craft 3D.
interactive, engaging visitor experiences.
The venture is launched by Daniel Burzlaff, who previously worked at Universal Studios Florida and SeaWorld Orlando, and has helped design immersive content for The Wizarding
What trends are you seeing in the attractions market?
We’re seeing families becoming a lot more
World of Harry Potter at Universal Studios
reliant on their children to direct entertainment
Beijing and the Roald Dahl Story Company UK.
and call the shots on experience decisions.
Recent attractions projects by UNIT9
This influential younger cohort – Gen
include immersive virtual art and gaming
Alpha – are the first generation to grow up
experience Unframed at the Metropolitan
truly digitally native with tech savvy parents.
Museum of Art in New York; augmented
Not only will they be expecting digital
reality app Moonshot at the John F Kennedy
touches in every experience they engage
Presidential Library and Museum in Boston;
with – they will be actively demanding it.
and the multisensory Bentley Centenary installation at the Bentley Visitor Centre. The company is currently working on a new
PHOTO: UNIT9
The visitor attractions market holds
museums, cultural institutions
opportunities that come with advancements
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Why is the visitor attraction market so exciting for UNIT9?
We expect to see tech becoming a more fluid, intuitive and seamlessly integrated aspect of the visitor experience. Especially AI systems
project with former client the Centre for World
and the personalised interactivity they facilitate,
Culture based in Saudi Arabia, as well as an
which will increasingly become the norm as the
immersive cultural experience in Egypt.
technical sophistication of audiences rises.
attractionsmanagement.com Vol 27 / ISSUE 2
