BoldMove launches new Urban Experience Centre with Houba City

BoldMove Nation’s new location-based solution Urban Experience Centre (UEC) is designed to attract visitors and increase footfall and retention with fun experiences that cannot be matched from home.

A combination of VR, AR and mixed-reality attractions enable families and friends to spend a few exciting hours in a fun, action-based and immersive themed environment.

The Coronacrisis boosted ecommerce and kept visitors away from physical locations like retail and leisure venues. This resulted in lots of empty spaces and a digital purchasing mindset on consumer side.

UEC has an all-integrated approach with an engaging storyline and characters. This is not just reflected in the decor and theming but in each individual attraction and challenging gameplays, drawing visitors into the action.

Houba City is the first Urban Experience Centre proudly launched by BoldMove in close cooperation with partner Mediatoon Licensing. The presented Houba City concept plan features 1200 to 1500 square meters and comprises 12 media-based attractions, but is fully scalable to fit smaller or larger spaces. Furthermore, the mix of attractions can be adjusted to each location and audience. After a certain period, attractions can be replaced or easily moved to other locations, similar to a traveling interactive Expo.

Benoit Cornet, CEO of BoldMove Nation, commented: “With Houba City we offer the ideal mix of fun, action and personal growth. We re-activate people with new but proven technologies, challenging and stimulating them in the most engaging way. Marsupilami is a strong and universal IP with interesting multi-faceted characters and an extensive visual library. Not only are they cute and instantly lovable but with their strong personality they are perfectly hosting our guests in Houba City.”

Jerome Leclercq, CEO of Mediatoon Licensing, added: “We have been working with the BoldMove team for some time and we are very pleased they created the ideal transmedia solution to unite and mobilize people. Houba City perfectly fits the evolution of our Marsupilami IP, with new games and animation series being internationally released, as well as an extensive merchandising range. Our Marsupilami friends look forward to challenge and entertain many guests at Houba Cities around the world.”

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