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Case study, pattern analysis, and trend prediction of "LBE immersive large space"

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2025-01-31

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Editor-in-Chief | Yang Ming

Editor | Liu Kaiye

Come Source | Immersive City

Digital technologies are currently developing at an unprecedented speed, profoundly reshaping various industries. With the continuous breakthroughs and integration of cutting-edge technologies such as virtual reality (VR), augmented reality (AR), mixed reality (MR), big data, and cloud computing, human society is gradually entering a new era of high digitalization and intelligence. Against this backdrop, LBE immersive large spaces, as a new entertainment format and business model, have emerged and rapidly risen, becoming a model of digital technology empowering the cultural industry and consumption upgrades.

Current Status of LBE Immersive Large Space Development

LBE, which stands for Location-Based Entertainment, uses enclosed physical spaces as its core foundation, augmented reality experiences as its core scenes, and the production, playback, and operation of three-dimensional digital assets as key links. Through the application of digital technologies such as AR and VR, it combines virtual content with the real world, creating stunning visual effects and interactive experiences. This new industry not only greatly expands the boundaries of entertainment experiences, meeting consumers' needs for novel, exciting, and personalized experiences, but also demonstrates enormous application potential and market value in various fields such as commercial operations, education and science popularization, and cultural tourism.

In 2022, Excurio, a French VR content brand, launched the "Khufu Pyramid Horizon" project in Paris, France, after three years of development. In the space, viewers wear VR headsets and computer backpacks to travel back to the Khufu Pyramid 4,500 years ago under the guidance of the digital tour guide "Divine Cat," experiencing the grandeur and mysterious sacrificial culture of the pyramid immersively. In 2023, the "Khufu Pyramid Horizon" project was renamed "The Disappeared Pharaoh" and landed at Shanghai Xinye Taikoo Hui, setting off a wave of traffic for large-space immersive LBE topics, attracting over 100,000 viewers in ten months. In 2024, "The Disappeared Pharaoh" further cultivated the Chinese market, and after its exhibition in Beijing, the project operator removed the computer backpack, enhancing the viewer experience.

(Image: Screen capture of "The Disappeared Pharaoh" | Source: Publicly available online)

As one of the world's leading metaverse industries, LBE immersive large spaces are booming in China. In addition to imported projects, there are currently over 200 large-space immersive LBE projects based on original IPs in operation nationwide. Most projects last about 30 minutes, and the content selection is highly related to the local culture where they are located. "PICO VR + classic IP + local Wi-Fi streaming" has become the main model. Industry data analysis shows that the overall scale of China's large-space immersive industry is expected to exceed 250 billion yuan in 2026, becoming a phenomenal industry that marks new productivity.

(Image: XR large-space immersive exhibition "Tang Palace Night Banquet" | Source: Publicly available online)

On December 12, 2024, the 2024 Immersive Technology and Sci-Fi LBE Large Space Development Conference was held at Shougang Park in Shijingshan District. The conference in-depth discussed the development trends, technological frontiers, and industrial opportunities of immersive technology and sci-fi LBE large spaces, and announced the 2024 immersive sci-fi technology space demonstration cases, hoping to provide effective standards and development paths for the industry. This article will introduce several projects from the cases, understand the excellent LBE large-space projects in China, reflect on the development difficulties, and explore optimization paths.

In terms of content narrative: Hanyang Lonely Army, Notre Dame de Paris, The Secret of Qinling

(1) Hanyang Lonely Army — Immersive War Experience

Hanyang Lonely Army is an LBE XR film based on the Battle of Wuhan in 1938, jointly produced by Dream Weaver VR and Xi'an Immersive Wonder Film Technology Company. This work tells the touching story of the Chinese army's tenacious resistance against the Japanese army in the Hanyang arsenal area to cover the evacuation of the last batch of factory equipment and personnel.

(Image: Hanyang Lonely Army experience scene | Source: Publicly available online)

This project integrates MR (mixed reality) spatial positioning technology to accurately track the audience's movement in the physical space, seamlessly connecting the virtual scene with the real environment to create an immersive experience that transcends physical boundaries. Viewers will wear wearable haptic devices to further enhance sensory experience, feeling wind resistance, vibration, or even the force feedback of being hit during the viewing process, greatly enhancing the realism and interactivity of the experience. The addition of multiplayer online functionality allows viewers to enter this virtual world together with other participants, completing tasks or fighting enemies together, enhancing the fun of teamwork and social interaction.

(2) Eternal Notre Dame de Paris —Experience the charm of architectural art

As a special presentation project of "China-France Cultural Spring — 60th Anniversary of the Establishment of Diplomatic Relations between China and France," the Eternal Notre Dame de Paris VR digital immersive exhibition began trial operation on July 12 at the Shanghai Exhibition Center East Hall B1. This exhibition uses the "Immersive Expedition" mode, allowing visitors to freely travel through the virtual environment from a first-person perspective. Using high-precision scanning technology, the exhibition accurately recreates the magnificent scene of Notre Dame de Paris. Whether it's the grand view of the square or the delicate decorations inside the church, they are vividly reproduced in virtual reality. Viewers only need to wear a virtual reality headset to generate a virtual avatar consistent with their body shape and "walk into" Notre Dame de Paris.

(Image: Screen capture of "Eternal Notre Dame de Paris" | Source: Publicly available online)

(3) The Secret of Qinling — Across millennia, facing history

The Chinese historical and cultural LBE large-space immersive exhibition "The Secret of Qinling" officially opened in July 2924 at Shanghai Changning Raffles City. Viewers wear VR glasses to tour the eighth wonder of the world — the Mausoleum of the First Qin Emperor — in a unique immersive way. Audiences will travel to the Qin Dynasty over two thousand years ago as time travelers from the future world, participating in a grand princely coronation ceremony; Travel to China's first expressway, the "Qin Chidao," and overlook its progress from above; Explore the mysterious underground palace that has never been discovered... Various magnificent scenes constantly come into view, allowing the audience to complete a historical dialogue spanning thousands of years.

（图片：《隐秘的秦岭》画面丨来源：网络公开）

Every scene in the exhibition is the result of the project team's on-site scanning of numerous historical sites across Henan, Shaanxi, Gansu, Ningxia, Inner Mongolia, and Zhejiang. During the preparation phase, the team specially invited Mr. Zhang Xin, executive director and secretary-general of the China Qin and Han History Research Association, as an academic guidance consultant, providing scientific guidance for the project based on rigorous archaeological research. With the powerful force of technology, the natural landscape of the Qinling Mausoleum and the internal structure of the Mausoleum of the First Qin Emperor, etc., have been reproduced with high precision in front of the audience with the help of the virtual engine.

（图片：《隐秘的秦岭》画面丨来源：网络公开）

Gameplay interaction: "Finding Dawn: Alien" and "Da Vinci's Wings of Fantasy"

(1) "Finding Dawn: Alien" - An interstellar exploration journey

Qingdao's Zhanqiao Scenic Area introduces a metaverse game, "Finding Dawn: Alien." This game is a first-person virtual reality adventure game with a background of cosmic science fiction survival, leading players into the mysterious realm of a distant planet. Just equip VR glasses and step into the carefully constructed space, and players can immediately immerse themselves in an exciting interstellar exploration journey. In this adventure, players can not only communicate and cooperate with their companions, facing challenges together and precisely executing tactical movements, but also experience the dynamic thrill of riding a specially designed flying saucer seat. The seat will flexibly adjust its rotation and displacement according to the game situation, coupled with interactive buttons on both sides, creating an unprecedented immersive interactive experience, making every operation feel as if it were in a real alien environment. The seat will flexibly adjust its rotation and displacement according to the game situation, coupled with interactive buttons on both sides, creating an unprecedented immersive interactive experience, making every operation feel as if it were in a real alien environment.

（图片：《寻找黎明：异星》飞碟坐骑丨来源：网络公开）

(2) "Da Vinci's Wings of Fantasy" - Adventure alongside Da Vinci

Da Vinci: "Wings of Fantasy" is a newly launched MR interactive drama by PICO. PICO is a virtual reality product under Douyin Group. "Da Vinci: Wings of Fantasy" is created based on the brand-new PICO 4 Ultra headset, the first in China to use gesture interaction technology in an immersive MR experience space. The drama takes the audience directly into the studio of Leonardo da Vinci, the great artist and scientist of the Renaissance. In this virtual space, the audience can witness Da Vinci's works of art and scientific inventions firsthand, and can also operate these inventions using precise hand tracking technology, feeling their precise mechanical structure and unique charm. （图片：《达芬奇狂想之翼》空间丨来源：网络公开）

Cultural and tourism communication: "Look at My Celestial Axis" and "Eternal Pyramids of Mayan Civilization"

(1) "Look at My Celestial Axis" -

A magical journey along the central axis In September 2014, the "Look at My Celestial Axis" cinema-level VR interactive experience exhibition debuted on Beijing's Wangfujing pedestrian street. This immersive experience exhibition was guided by the Beijing Municipal Bureau of Cultural Relics and the Beijing Central Axis Application for World Heritage Protection Office, developed and produced by Beijing Wormhole Creative Technology Co., Ltd., and distributed and operated by Concerto Public Relations Consultants (Beijing) Co., Ltd.

Mr. Yao Yong, the project producer and director, said: "Look at My Celestial Axis" is the first large-space VR experience product in China using UE5. Metaverse technology + cultural heritage IP + film and television creation, driven by both scientific and technological innovation and experience innovation, strives to bridge the gap between technology and art, production and creation in the metaverse era, using the "core" to do cultural tourism and using "AI" to move the audience. （图片：《看我天地中轴》展馆丨来源：看我天地中轴公众号） ”

The entire exhibition requires viewers to wear VR glasses, with content lasting about 40 minutes. Themed "Following Heaven and Earth, with the Center as the Supreme," it is divided into five experience scenes: "Purple Star Palace Viewing the Central Axis," "Night Tour of Taihe Hall," "Time and Solar Terms of the Bell and Drum Towers," "Flying Over the Northern Central Axis," and "Tiananmen Square Architectural Group." The exhibition provides cinema-level audio-visual enjoyment and ultra-realistic game-like interaction, allowing audiences to understand the history and culture of the central axis and experience the time-travel and magnificent oriental romanticism. Outside the VR experience area, there is a 380-square-meter cultural and creative space, which includes 15 scenic spots on the Beijing central axis and excellent cultural and creative brands in Dongcheng District; the water bar area has developed special drinks including "Central Axis · Jasmine White," "Taimiao · Flower Between the Pot," and "Duangmen · Jasmine for You," combining the culture of the central axis and the characteristics of the exhibition hall.

（图片：《看我天地中轴》画面丨来源：看我天地中轴公众号）

（图片：《看我天地中轴》展馆文创区丨来源：看我天地中轴公众号）

(2) "Eternal Pyramids of Mayan Civilization"

—Experience the mystery and splendor of Mayan civilization In November 2024, the "Eternal Pyramids—Super Immersive Exploration Experience Exhibition of Mayan Civilization" was held at the Beijing Ke Yi Art Museum. Compared with the Egyptian pyramids, the Mayan pyramids are not as famous, but their layered architectural structure, ingenious internal passages, and secret rooms have become unique examples of ancient human civilization architecture. The exhibition uses the most cutting-edge large-space virtual reality (LBE) technology to achieve a 1:1 high-precision restoration of the Mayan pyramids and their surrounding environment. With the help of virtual reality technology, the audience can explore its internal structure in depth and appreciate every detail. The audience can also experience ancient sacrificial rituals, and through the surreal interaction design with Mayan deities, such as the unique underwater passage section, allowing the audience to appreciate the mysteries and splendor of Mayan civilization in an unprecedented way.

2024年11月，“永恒的金字塔——玛雅文明超沉浸探索体验展”在北京可以艺术馆开展。比起埃及金字塔，玛雅金字塔并没有那么出名，但是它层层叠加的建筑结构、巧妙的内部通道与密室，都成为了人类古文明建筑的独特的典范。展览运用最尖端的大空间虚拟现实（LBE）技术，对玛雅金字塔及其周边环境进行了1:1高精度还原，观众借助虚拟现实技术可以深入探索其内部结构，观赏每一处细节。观众还能亲历古老的祭祀仪式，通过与玛雅神灵超现实的互动设计，如设置在水下穿行的独特环节，让观众能以一种前所未有的方式领略玛雅文明的奥秘与辉煌。

(Image: Still from the exhibition "Eternal Pyramids: Mayan Civilization" | Source: Public internet)

The exhibition specially invited experts in Mexican archaeology and museology to serve as academic advisors, ensuring the accuracy and professionalism of the exhibition content. Based on the latest archaeological research findings and holographic scanning technology, the exhibition will comprehensively showcase the origin, development, prosperity, and decline of the Mayan civilization, allowing audiences to enjoy a visual feast while gaining a deeper understanding of the historical context and cultural characteristics of the Mayan civilization.

New productivity empowerment, Trend analysis of LBE immersive large-space

The development path of LBE immersive large spaces is not smooth; it faces many challenges and difficulties. First, the research and development and construction costs of spatial technology are high, and the cycle is long. In particular, the research and development and application of high-end equipment such as bare-eye pseudo-planar systems require not only huge capital investment but also long-term technological accumulation and iteration. Currently, the industry recognizes that the most successful "Khufu Pyramid Horizon" project has a return rate of only 50%, and a large number of LBE projects with medium and low production standards are struggling to achieve break-even. Second, the difficulty of large-scale development of projects is high. At the same time, a digital asset IP can only operate in one physical space, and a physical space can only operate one digital asset IP during its operation period. The number of viewers in each session is limited, resulting in the overall project efficiency and scale being unable to break through, and the return amount is limited. Third, the user experience needs to be improved. Most projects use local Wi-Fi streaming VR headsets. The cost of single-user equipment is low (approximately 3000~5000 yuan) and comfortable to wear, but due to technical limitations, the image resolution is reduced, and the audience's digital avatars cannot be formed, encountering a "capability" threshold.

In the future development of LBE immersive large spaces, in terms of content IP, we will encourage and support the development of original content to create LBE projects with unique charm and appeal; actively carry out cross-border cooperation with the film and television, game, and animation industries to introduce high-quality IP resources and enrich the content library of LBE projects; explore cooperation with cultural heritage and historical sites to combine traditional culture with modern technology and create LBE projects with educational significance. If content is the core of the project, then technology and hardware facilities are the foundation. Increase research and development investment in spatial positioning technology and body-sensing interaction equipment to improve positioning accuracy and interaction experience, reduce dizziness, and improve audience immersion and comfort; explore new tracking technologies and interaction methods, such as using wireless transmission technology to reduce cable constraints, improve audience freedom and immersion; promote the standardized and modular production of hardware equipment to reduce production costs and improve the popularity and maintainability of equipment. In addition, careful deployment is also needed in the selection of urban LBE immersive large spaces, breaking the "black box" nature of digital assets, so that the same digital asset IP can be experienced simultaneously by multiple cities, multiple stores, and multiple audiences, promoting the substantial large-scale quantitative change of LBE projects.

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