Lessons learned – The harmonious blend of technology and storytelling in Cirque du Soleil

Recent research has underscored the significance of integrating multisensory elements into tourism and destination design to enrich experiences (Agapito 2023). The last decade has witnessed a surge in such studies across various countries and journals, indicating a growing interest in the field (Lv & McCabe 2020). Technologies have been instrumental in making multisensory aspects tangible, thus enhancing tourism experiences inclusively and aligning with current technological advancements (Agapito et al. 2020).

Haaga-Helia University of Applied Sciences incorporates experience management into its curriculum notably through its Hospitality and Tourism Experience Management Bachelor of Hospitality Management (EXPER) program, which focuses on the design and management of multisensory experiences. Additionally, Haaga-Helia is engaged in research on experience creation and the incorporation of immersive technologies into experiences, exemplified by a study trip that included a visit to Orlando and a behind-the-scenes tour of a Cirque du Soleil show.

Cirque de Soleil enchanced

Cirque du Soleil’s latest spectacle, ‘Drawn to Life,’ crafted in collaboration with Walt Disney Imagineering and Walt Disney Animation Studios, masterfully merges fantastical circus skills, acrobatics, storytelling, and cutting-edge technology. Following my experience with the show, it is clear that the fusion of technology and storytelling significantly enhances the appeal of themed circus performances and attractions.

Image 1. Stage props with hydraulic projection canvases (Tuominen 2023)

Drawn to Life serves as a testament to the seamless integration of technology into live performances. Under the direction of Michel Laprise and Fabrice Becker, the show’s enchanting aura is credited to Projection Designers Mathieu St-Arnaud & Félix Fradet-Faguy, and the Projections Producer from 4U2C Creative Studio. The use of projection mapping, a cutting-edge technology, enriches the overall narrative without overshadowing the performers, creating immersive and interactive experiences that transform spaces into visually stunning works of art.

Image 2. Audience participation through image capturing (Tuominen 2023)

A particularly moving dance sequence in Drawn to Life highlights the emotional impact of projection mapping, complemented by innovative light design and discreet safety harness technology. This advanced approach brings Disney stories to life, evoking strong emotions from the audience. The show’s use of cutting-edge equipment, including live-tracking for projecting images and graphics onto moving objects and artists, enhances standout performances like the aerial pencil act, partner trapeze act, and dance-based balancing act.

The expansive stage, resembling an animator’s desk adorned with sheets of paper and a colossal animator’s lamp, sets the captivating scene for Drawn to Life. Creatively portraying the physicality of animation through contemporary projections, the show seamlessly intertwines classic Disney animation sequences with awe-inspiring acrobatic feats.

Image 3. Meticulous stage details (Tuominen 2023)

The show’s strength lies in its ability to elevate the overall experience through a perfect blend of narrative and technological prowess. Drawn to Life skillfully educates about animation history while delighting fans with meticulously selected hand-drawn animations seamlessly integrated into the performance.

The collaboration with Disney ensures that the story remains at the forefront of the performance. While Cirque du Soleil performances typically rely on non-verbal communication, the infusion of Disney elements, whether overt like projection mapping or subtle like characters appearing in the pages on the ceiling, fortifies the narrative. This strategic use of storytelling mitigates potential confusion, ensuring a cohesive and engaging experience for the audience.

Drawn to Life represents a pinnacle in the collaboration between Cirque du Soleil and Disney, offering a unique and unforgettable experience. The successful integration of technology enhances storytelling, establishing the show as a must-see attraction at Walt Disney World. The experience highlights the importance of seamlessly connecting technology with storytelling to create a truly immersive and impactful live performance.

Insights for attraction developers

The success of Drawn to Life offers valuable lessons for other attraction developers, including amusement parks, science centers, exhibitions, and museums. The key takeaways are as follows.

1. Seamless Integration of Technology and Storytelling: Ensuring that technology enhances rather than overshadows the narrative can create more engaging and memorable experiences. Developers should focus on how technology can serve the story, making it more immersive and emotionally impactful.
2. Multisensory Experiences: Incorporating multisensory elements can significantly enrich visitor experiences. This approach aligns with contemporary research emphasizing the importance of sensory engagement in tourism and destination design.
3. Emotional Engagement: Effective use of technology, like projection mapping and spatial audio, can evoke strong emotions, deepening the audience’s connection to the story. Emotional resonance is crucial for creating lasting impressions.
4. Innovative Use of Space: Creative stage and exhibit design can transform ordinary spaces into extraordinary experiences. Attention to detail and innovative use of technology can make environments more dynamic and engaging.
5. Collaborations and Partnerships: Collaborating with experts in storytelling and technology, as Cirque du Soleil did with Disney, can elevate the quality of the experience. Partnerships can bring in diverse skills and perspectives, enhancing the final product.

By learning from the example of Drawn to Life, attraction developers can enhance their offerings, creating more immersive, engaging, and memorable experiences for their audiences.

Main picture: Shutterstock