This ability for smells to stay in our memory means we form an emotional attachment to them.” We also have a great capacity to remember them: we can recall smells with around a 65% accuracy after a year, but our recall of images is a lot lower, at around 50% after only three months. “A study by the Fragrance Institute showed that, on average, people can recognize around 10,000 odors. “Our sense of smell is extremely powerful as it acts directly on the limbic system, which controls emotion and memory,” Market Leader reports. When guests walk into a spectacle at Illuminarium they truly walk into a powerfully memorable experience – with scent a significant element. The power of scentĪccording to an article from Market Leader, studies show that 75% of all the emotions we experience on a daily basis are generated by what we smell – more so than what we see or hear. Illuminarium tapped into the science that proves how scent evokes emotion and forms long-lasting memories. For the soundscapes, Illuminarium partnered with HOLOPLOT, an award-winning Berlin-based audio company to provide cutting-edge sound systems able to fit each unique experience.Īlong with stunning visuals and audio, one of the most surprising elements of each spectacle is the scent component. These visuals were a joint development with Panasonic, requiring an entirely new lens specifically for the project. “Each spectacle took a dedicated team of experts and to say it’s high-tech would be an understatement.”Įach Illuminarium journey is created with state-of-the-art laser projections on the walls and floors. “The technology that went into creating these is simply amazing,” says Roger Bensinger, EVP of Prolitec, which provided the scent component for Illuminarium. Illuminarium partnered with leading technology companies from around the world to implement superior immersive elements that reach guests on all senses – including smell. “We create experiences that take your breath away.” State-of-the-art componentsĬreating an immersive setting that delivers a seamless atmosphere and voyage to guests is no small feat. “Illuminarium is a place that can take you anyplace,” Greenberg said. BEYOND WONDERLAND 2019 FULLAt night the space transforms into a full bar offering savory small bites in ever-changing, magically immersive settings ranging from the night markets of Tokyo to a vibrant reef under the sea, a crystal cavern and beyond. BEYOND WONDERLAND 2019 SERIESThe thundering feel of a herd of elephants, the sound of a Georgia O’Keeffe painting coming to life… the scent of the moon? While this may sound like a series of daydreams, each fantasy is a reality at Illuminarium.Ītlanta-based Illuminarium Experiences presents large-scale experiential entertainment, called “spectacles,” in reprogrammable immersive theaters called “spectacles,” that allow Illuminarium venues to take guests far beyond the walls of their physical spaces.Ĭo-Owners Alan Greenberg and Brian Allen wanted to build a space where guests can walk on the moon, take a safari, or even dive into the scenes of Alice in Wonderland.
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