Immerse yourself in the world of Minecraft at new London experience

It might look like the inside of a Minecraft universe, but this is actually in a new immersive attraction in London’s Canada Water, where a glowing orb unlocks a new way to play the game. Visitors use it to mine, build and interact inside Minecraft Experience: Villager Rescue. It's the game’s first immersive attraction in the UK and Europe. Real-life models of Minecraft animals and props give the digital world physical shape including a pig, a giant bee, and a towering Iron Golem built to scale. Olivier Goulet is Managing Partner for Supply + Demand, the creative media agency involved in designing the experience in collaboration with Microsoft. He says, “We’re inviting guests to step into the world of Minecraft literally. Our first goal was to be truly authentic to the game and the brand. And I think we’ve nailed it from what we hear from the fans. … Second, you know, Minecraft is a game of discovery and crafting, and it’s free play. … So we have our own lens in the world of Minecraft, and we made it a quest.” Guests use the orb to gather resources in each room, shaking it to unlock virtual tools and trigger scenes across the space. Goulet continues, “That quest is to go save the villagers. So through the experience, we’re gonna, of course, spawn in the forest like we do in the game. We’re gonna craft some tools to get in the adventure and we’ll get into the village and realize that as we help the villagers grow their village, they get attacked … And we’re going to go on a quest to make the potion and find golden apples to turn them back from zombie villagers to villagers. It’s as simple as that.” Goulet says, “We’re true believers at Supply + Demand in bridging physicality and digital, so this is not just a typical projection. You can touch and feel stuff as you can see behind me. It’s a mix of scenic fabric and scenic projection and physical blocks.” The launch comes as the Minecraft universe expands with a new live-action film alongside a Netflix series and more global projects to come. This article was provided by The Associated Press.