Shopping mall developer and retail and leisure operator Majid Al Futtaim has announced the upcoming launch of Orbi, a supercharged indoor nature experience, at City Centre Mirdif next month. Initially introduced in Yokohama, Japan in 2013 as an experimental visitor attraction, the UAE will be the first market in the world outside of Japan to house Orbi.
Collaboratively developed by SEGA Holdings Co., Ltd. and BBC Worldwide, Orbi fuses BBC Earth’s world-leading nature content with SEGA’s cutting-edge technology to create a game changing entertainment concept that will plunge visitors into the heart of the natural world through a visceral, multi-sensory edutainment experience.
Featuring a custom built theatre, innovative audio visual technology and interactive walk-through touchpoints, Orbi’s uniquely immersive offering aims to transform the way people explore the mysteries of nature inviting them to see and hear the planet.
“Orbi truly represents the next generation of ‘edutainment’. It’s a visceral, awe-inspiring and edutainment experience brought to life by stunning audio visual content and ground-breaking technology from creative powerhouses SEGA and BBC Worldwide,” says Damien Latham, CEO, Majid Al Futtaim – Leisure and Entertainment.
“Whether it is through introducing the first indoor ski slope to the Middle East with Ski Dubai, or bringing world-class interactive entertainment with Magic Planet, we’ve been thoroughly committed to creating great moments, for everyone, everyday. We cannot wait to unveil Orbi later this year and bring our guests closer to nature than ever imagined.”
“Orbi has revolutionised the way we bring natural history to people with this unique and interactive experience. We’re always looking for opportunities to extend audiences’ enjoyment of much-loved content and Orbi uses cutting-edge content and technology to do just that. This is a really exciting way of celebrating the natural world and I’m thrilled that we are bringing this to a new audience in Dubai,” adds Stephen Davies, managing director of Live Entertainment for BBC Worldwide.
“Orbi has been a big hit with visitors of all nationalities and generations, since we first introduced it in Japan,” shares Hideki Okamura, president and COO, SEGA Holdings Co., Ltd. “We’re proud to partner with Majid Al Futtaim to bring this unique attraction and magical experience to the UAE’s dynamic domestic and international audiences.”
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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