Majid Al Futtaim propels visitors into the natural world with Orbi, a game changing and interactive edutainment attractionBack to news
Majid Al Futtaim propels visitors into the natural world with Orbi, a game changing and interactive edutainment attraction
Dubai, UAE, Tuesday 4 April 2017: Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia, today announced the upcoming launch of Orbi, a supercharged indoor nature experience and a first in the Middle-East.
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 experience 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.
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 when it is launched by Majid Al Futtaim - Leisure and Entertainment in City Centre Mirdif, in May 2017.
Damien Latham, Chief Executive Officer, at Majid Al Futtaim – Leisure and Entertainment, said: “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.
“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.”
The BBC has been at the forefront of natural history film making for over 50 years, capturing all forms of life and bringing incredible stories and characters to audiences worldwide. Ground breaking series such as Blue Planet, Planet Earth II, The Hunt, Shark and Life have revealed new insights about our planet in astonishing high definition.
SEGA is internationally renowned for developing real game changing entertainment concepts using technology innovation. Orbi transcends regular forms of entertainment to deliver an intimacy with nature across a sensational spectrum or different environments. Nowhere else can visitors experience life at the centre of an elephant herd or in the deepest ocean depths in such close proximity.
Stephen Davies, Managing Director of Live Entertainment for BBC Worldwide said, “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.”
Natasha Hussain, General Manager and Vice President, Middle East and Mediterranean, BBC Worldwide added, “BBC Earth’s content is well-known and loved across MENA. We’re extremely proud of our reputation as global leaders in Natural History programming and it’s the best illustration of how the BBC is a premium content provider, revered the world over. We’re now looking towards the future launch of additional BBC Earth branded services in the region, building on the highly successful launch in Turkey last year. Orbi complements this and provides everyone with an impressive level of engagement with the BBC’s premium Natural History content. This launch will also cement the long running success of the channel’s content on subscription video on demand services, as well as branded services.”
“Orbi has been a big hit with visitors of all nationalities and generations, since we first introduced it in Japan,” said Mr. 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.”
Orbi is scheduled to open in Quarter 2 2017 in City Centre Mirdif, where it will complement other family favourite Majid Al Futtaim – Leisure and Entertainment offerings such as Magic Planet, Little Explorers and iFly.