Master Planner And Designer Talks Immersing Fans In The Marvel Experience

Mario Kamberg, Master Planner and Scenic Designer for The Marvel Experience, took some time to talk about the project in an interview on The Marvel Experience website. For those who don't know, The Marvel Experience, produced by Hero Ventures, is a, multimedia, family-oriented, touring experience. Within the multi-dome complex nearly the size of two football fields, fans can partake in an interactive adventure featuring dozens of Marvel's Super Heroes. Kamberg has won Clio awards for advenrtising and Thea awards for themed entertainment and plans to bring experience from both fields to The Marvel Experience. "From the show design to the architectural design, from media design to consumer flow, what I bring to the project is my understanding of a whole range of disciplines," says Kamberg. "From the overarching narrative to specific beats within the consumer experience, the story reaches far into different mediums simultaneously – from the fabricated set pieces to the animated media on screen. To bring this vision to life in a cohesive manner and have the guests 'believe it,' all pieces need to work together and be 'in sync' – that's where I come in to make that happen." Kamberg says that using storytelling to direct guests will be a big part of the long form immersion of The Marvel Experience. "The big difference here is that we are self-activating guests to flow from one area to another," said Kamberg. "This is not a museum where they can hang as long as they wish and stare at what's on the walls. We need to get the flow moving and we need to create motivational goals to get a group to go from point A to point B and move forward to complete the story, not move backward. It's like advancing in levels in a video game. We are also designed to reach a broad demographic to appeal to and engage with – so this can't just be geared toward college kids, teens and Marvel fans. We need to engage entire families including Moms, Dads and children. If we can effectively attract, excite and engage all ages– then everybody wins! Kamberg says that he thinks fans will be surprised at just how involved they are in The Marvel Experience. "Guests become involved with S.H.I.E.L.D. and the Super Heroes and are asked to participate," he says. "From the minute they walk through the front gate to the final episode of the attraction, it's a call to action for these guests to join in the battle versus evil. We are no longer watching the Marvel characters on a movie screen or on TV, we are inside working with them, virtually or otherwise. That's what really makes this such a new experience. The other great aspect is that the adventure comes to you, instead of having to travel across the country to the adventure." The Marvel Experience is expected to being touring later in 2014.