The Saville Creative team won the contract to create a complete package of interactive fly-through features delivered in seven languages. From a series of touch screens, visitors can locate, ‘visit’ and learn about the city’s most famous sights.
Creative Director John Baxter said: “The programme has been created for The City of London Corporation as part of the Tower Bridge Exhibition. A major part of the experience is the excellent views of London the visitors are able to see from the two high level walkways”.
John added: “The exhibit attracts around two thousand visitors a day of many different nationalities. The requirement was to design and produce an interesting, entertaining and very robust interactive system that would assist all visitors, old and young, to locate and identify landmarks like St Paul’s Cathedral, Canary Wharf and The London Eye as they look out of the windows from either the West or East Walkway”.
To achieve this, the Saville Creative team has developed an interactive 3D virtual tour guide that operates via touch screen information kiosks on each walkway. The kiosks are all controlled via a master PC which holds all the languages and operating files. In addition the kiosks also carry ‘fail safe’ back up files that cut in instantly in the unlikely event of any control PC failure. Updates and maintenance will be carried out on-line remotely by Saville Creative from their Hull studio.
The software also includes Saville Creative EDICT programming (Electronic Data Information Capture and Transfer) that tracks and logs detailed statistics, providing important marketing information and a breakdown of visitor usage via nationality.
Tower Bridge business manager Lance Bourne said: “The interactive content supplied by Saville has fulfilled the brief very well and already the feedback from visitors is good. Revealing the surrounding areas, explaining the views and some of the history of Tower Bridge was quite a challenge but the final creation has managed to do all this in an engaging and easily accessible format'.
Above: One of the 3D animations from the programme