Tech takes heart stage as live performance promoter turns to augmented actuality in Tel Aviv


For greater than 20 years, live performance promoter Carmi Wurtman has organized concert events and introduced main entertainers to Israel together with Joe Cocker, The Black Eyed Peas, America and Jason Derulo.

Now, shifting their focus to a youthful viewers, they’ve introduced interactive screens and avatars to an occasion referred to as X-Area on the Expo Tel Aviv conference heart.

Consider it as an enormous augmented actuality arcade.

On this present beta website, guests – largely youngsters underneath the age of 6 in addition to adults – are launched to a number of animated characters: the purple-haired spaceship Captain Boss and his crew.

They then make their manner via a sequence of interactive adventures created individually for every customer.

Every customer receives an avatar, operates through a sensible bracelet supplied on the door, after which works itself via a number of exercise rooms, every with their very own arms on terminals put in in every room to activate the exercise. Faucets the sensible bracelet.

In X-Area, the brand new interactive leisure area created by Carmi Wurtman, live performance promoter on the Tel Aviv Expo. (courtesy dor kedmi)

In a single room, there are 4 augmented actuality operations that enable the customer to function a wall-sized display screen.

In one other, geared for younger youngsters, individuals coloration in creatures with precise crayons after which have their drawings scanned right into a wall-sized 3D display screen, the place their drawings fairly magically come to life. . They’ll additionally bounce on an interactive trampoline and use wands with cushion tops to attract streaks of sunshine onto one other 3D wall.

In the principle, central terminal, guests can examine their private map to see what number of operations they’ve carried out and may use their arms and toes to play an interactive online game.

Your complete expertise was created by Wurtman’s newest enterprise, One Area Ltd., which features a know-how platform and content material produced by native studios.

In X-Area, the brand new interactive leisure area created by Carmi Wurtman, live performance promoter on the Tel Aviv Expo. (courtesy dor kedmi)

On this first iteration of One Area, Wortman begins from scratch, constructing your complete X-Area expertise. However the grand plan is to collaborate with different manufacturers, creating areas and experiences that may rework content material with the press of a button.

The occasion bears a sure resemblance to the interactive Van Gogh or Frida Kahlo sound-light-and coloration demonstrations at the moment touring the world, together with Israel, introducing masterpieces to audiences that enable them to see in actual life. could not be capable to.

After experiencing a geek picnic in Russia in 2016, Wertmann dreamed up X-Area, an interactive occasion of science, know-how and artwork with four-story-high crushing robots, a cyber convention, and sci-fi experiences.

The veteran live performance promoter noticed potential on this very totally different sort of crowd expertise.

Live performance promoter Carmi Wurtman at Tel Aviv’s Expo is coming into the interactive area with X-Area. (courtesy carmi wortman)

“It received me considering: It is cool, there are not any missiles or BDS that may cancel the present,” mentioned Wurtman, who has particularly highlighted Israel’s challenges in selling his 21-year live performance. – usually encountered. “I went world wide to see what I might deliver.”

In the long run, they determined to invent their very own expertise with the purpose of utilizing this type of know-how in everlasting areas with various content material, like a movie show, with totally different experiences for kids, households, and adults. did.

“Within the morning we will have Batman or SpongeBob and at evening, digital Bob Marley or Star Trek,” Wurtman mentioned. “It is a good way for artists to create extra recognition and estates are very happy to maintain their manufacturers alive.”

For Wurtman, Israel was the place to check the thought as a result of Israelis are “a tricky cookie crowd.” They later plan to broaden globally, organising expos, buying malls, cineplexes and warehouses, he added.

X-Area has been successful thus far, he mentioned, promoting 20,000 NIS 119 ($37) tickets in its first two and a half weeks.

In X-Area, the brand new interactive leisure area created by live performance promoter Carmi Wurtman, on the Tel Aviv Expo 2022 (courtesy dor kedmi)

Whereas greater than 100 cameras, sensors, projectors and different technical supplies are constructing the expertise, it was constructed with a comparatively small funds in comparison with different comparable setups, mentioned Wurtman, who operates two areas within the US and a pilot in China. is planning. ,

“There is a wink at what we will do in each single room,” mentioned Wertmann, CEO and founding father of One Area, which has obtained funding from Aroma Music, a subsidiary of espresso chain Aroma Israel; promoter firm Bimot World; a German Producer Associates; an American actual property firm and plenty of others. “We are attempting to point out what our technical capabilities are.”

For Wurtman, it is no totally different than being a live performance promoter.

“A part of being a tech firm versus a live performance promoter is that you just’re at all times engaged on the subsequent futuristic growth, and also you’re at all times attempting to be on the leading edge. That is what Israel brings to the world’s plate,” He mentioned. “There is not any cause we will not be a technical powerhouse in leisure.”

Tickets for X-Area might be bought on-line.

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