Tech takes heart stage as live performance promoter turns to augmented actuality in Tel Aviv


For greater than 20 years, live performance promoter Carmi Wurtman has organized concert events and introduced main entertainers to Israel together with Joe Cocker, The Black Eyed Peas, America and Jason Derulo.

Now, shifting their focus to a youthful viewers, they’ve introduced interactive screens and avatars to an occasion referred to as X-House on the Expo Tel Aviv conference heart.

Consider it as a large augmented actuality arcade.

On this present beta website, guests – principally youngsters beneath the age of 6 in addition to adults – are launched to a number of animated characters: the purple-haired spaceship Captain Boss and his crew.

They then make their approach by way of a collection of interactive adventures created individually for every customer.

Every customer receives an avatar, operates by way of a sensible bracelet supplied on the door, after which works itself by way of a number of exercise rooms, every with their very own fingers on terminals put in in every room to activate the exercise. Faucets the sensible bracelet.

In X-House, the brand new interactive leisure area created by Carmi Wurtman, live performance promoter on the Tel Aviv Expo. (courtesy dor kedmi)

In a single room, there are 4 augmented actuality operations that enable the customer to function a wall-sized display screen.

In one other, geared for younger kids, members colour in creatures with precise crayons after which have their drawings scanned right into a wall-sized 3D display screen, the place their drawings fairly magically come to life. . They’ll additionally bounce on an interactive trampoline and use wands with cushion tops to attract streaks of sunshine onto one other 3D wall.

In the primary, central terminal, guests can verify their private map to see what number of operations they’ve carried out and may use their fingers and ft to play an interactive online game.

Your entire expertise was created by Wurtman’s newest enterprise, One House Ltd., which features a know-how platform and content material produced by native studios.

In X-House, the brand new interactive leisure area created by Carmi Wurtman, live performance promoter on the Tel Aviv Expo. (courtesy dor kedmi)

On this first iteration of One House, Wortman begins from scratch, constructing the whole X-House expertise. However the grand plan is to collaborate with different manufacturers, creating areas and experiences that may remodel content material with the press of a button.

The occasion bears a sure resemblance to the interactive Van Gogh or Frida Kahlo sound-light-and colour demonstrations at present touring the world, together with Israel, introducing masterpieces to audiences that enable them to see in actual life. could not be capable of.

After experiencing a geek picnic in Russia in 2016, Wertmann dreamed up X-House, an interactive occasion of science, know-how and artwork with four-story-high crushing robots, a cyber convention, and sci-fi experiences.

The veteran live performance promoter noticed potential on this very totally different form of crowd expertise.

Live performance promoter Carmi Wurtman at Tel Aviv’s Expo is coming into the interactive area with X-House. (courtesy carmi wortman)

“It received me considering: It is cool, there aren’t any missiles or BDS that may cancel the present,” mentioned Wurtman, who has particularly highlighted Israel’s challenges in selling his 21-year live performance. – typically encountered. “I went world wide to see what I might deliver.”

Ultimately, they determined to invent their very own expertise with the objective of utilizing this type of know-how in everlasting places with various content material, like a movie show, with totally different experiences for kids, households, and adults. did.

“Within the morning we are able to have Batman or SpongeBob and at night time, digital Bob Marley or Star Trek,” Wurtman mentioned. “It is an effective way for artists to create extra recognition and estates are more than pleased to maintain their manufacturers alive.”

For Wurtman, Israel was the place to check the thought as a result of Israelis are “a tricky cookie crowd.” They later plan to develop globally, organising expos, procuring malls, cineplexes and warehouses, he added.

X-House has been successful up to now, he mentioned, promoting 20,000 NIS 119 ($37) tickets in its first two and a half weeks.

In X-House, the brand new interactive leisure area created by live performance promoter Carmi Wurtman, on the Tel Aviv Expo 2022 (courtesy dor kedmi)

Whereas greater than 100 cameras, sensors, projectors and different technical supplies are constructing the expertise, it was constructed with a comparatively small price range in comparison with different comparable setups, mentioned Wurtman, who operates two places within the US and a pilot in China. is planning. ,

“There is a wink at what we are able to do in each single room,” mentioned Wertmann, CEO and founding father of One House, which has acquired funding from Aroma Music, a subsidiary of espresso chain Aroma Israel; promoter firm Bimot World; a German Producer Associates; an American actual property firm and plenty of others. “We try to point out what our technical capabilities are.”

For Wurtman, it is no totally different than being a live performance promoter.

“A part of being a tech firm versus a live performance promoter is that you simply’re at all times engaged on the subsequent futuristic improvement, and also you’re at all times attempting to be on the leading edge. That is what Israel brings to the world’s plate,” He mentioned. “There is no motive we won’t be a technical powerhouse in leisure.”

Tickets for X-House may be bought on-line.

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