InPark Magazine: Dutch company Jora Vision, known for creating immersive experiences for theme parks and museums, has recently been applying its expertise for the benefit of cultural and corporate attractions. Seeking new ways to bring their stories to their audiences and enhance their status as tourist destinations, more and more visitor centers and museums are exploring and embracing immersive, theme park storytelling techniques as an alternative to traditional exhibit design. Having designed and built several such immersive experiences, Jora Vision has established itself as a leader in this market.
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While there is little doubt in my mind that the work Jora Vision has done to bring an artistic lense and theatrical experience to spaces that would not normally be enhanced is probably spectacular, it does make me think about a point made in an article I read last week. Shawna X talked about how creating art that is more of an advertisement for a company or a one-off experience for social media is cheap art, and in a way that is sort of what this these experiences feel like. A restaurant wanted to add something extra to the dining experience to attract more customers, and Jora Vision is capitalizing on the theatrical storytelling design process in order to fulfill this request. I’m not saying it is inherently ill-willed of a corporation to want to add some flare to a service they provide, but is it right to consider it more than just a technologically enhanced experience, to go as far to say its is an immersive experience? Will our capitalistic society come to a point where any experience that adds a story is suddenly art? Do we need to be constantly immersed and entertained in order to enjoy ourselves? These are just some things this article made me think about.
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