Colourful Rotterdam
NorthernLight has designed a brand new experience on the ground floor of the Euromast, transforming one of Rotterdam’s most iconic landmarks into an inspiring journey through the city’s history, identity, and beauty. With the immersive and interactive experience “Colourful Rotterdam”, about the history, identity and beauty of Rotterdam, the Euromast will become an attraction where you don’t just go up for the view, but where you get inspired about this amazing city. Two brand new immersive experience rooms invite visitors to discover the city from different perspectives. These additions mark the next chapter in the Euromast’s transformation, of which NorthernLight also designed the first part, into a fully interactive and social destination. Designed to be innovative, immersive, and engaging, the new experience combines emotional storytelling with magical interactivity. Visitors are surrounded by powerful moving images and evocative soundscapes, creating shared moments of wonder and discovery.
Interactive storytelling
The Rise of Rotterdam is the new immersive experience on the ground floor of the Euromast and part of Colourful Rotterdam. Here, you quite literally step into the story of the city. In two immersive rooms, you experience how Rotterdam evolved from water and mud into the vibrant, multicultural metropolis it is today. The story begins long before the city even existed, at a time when the land was still completely underwater. In 1270, a small group of pioneers decided to build a dam in the River Rotte. In true Rotterdam style: no talking, just doing. Visitors are immersed in this story through stunning floor-to-ceiling projections and layered soundscapes that bring the past to life. A highlight of the experience is the magical moment when visitors create dry land with their own feet, helping to shape the city of Rotterdam. The second part of the experience tells the inspiring story of how, since the 1950s, Rotterdam has transformed into the innovative and diverse city it is today. Visitors witness the construction of the Euromast and the rapid development of Rotterdam since then. Special features in this room include interactive light effects in the floor and a model of the Euromast. Just like an ambassador of the city, the Euromast is bundeling all the colours and immersing visitors in a colourful, cinematic spectacle.
Beyond the view
In addition to the immersive experience spaces NorthernLight also redesigned the Welcome Lobby and the Euromast elevators, transforming them into a dynamic storytelling environment that takes visitors on a sensory journey about ‘reaching for the sky.’ This marks the start of an immersive visit, seamlessly connecting Rotterdam’s history with the stunning panoramic view at the top.
Many thanks to all partners involved in bringing this experience to life. We worked closely with the Euromast team to make this shared vision a reality. Immersive content production was created by Woodwork Amsterdam, interaction design by YIPP, technical development and production by Bruns, and hardware integration by Ata Tech. Photos by Keepfocus photography, Frank de Roo and Woodwork.
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