Sydney Opera House partners with Samsung on virtual reality experience

Heritage listed events venue claims a world-first with a new 360-degree, immersive visitor experience climbing its iconic sails

Giving consumers the opportunity to climb the iconic Sydney Opera House sails using virtual reality is just one fresh digital innovation Samsung is bringing to the live events venue thanks to a renewed partnership agreement.

Announced today, the five-year partnership extension between the consumer electronics vendor and the Sydney Opera House today will see the two collaborate on new technologies through the venue’s Decade of Renewal, launched in 2013 upon its 40th anniversary.

The first of the new offerings will be a Climbing the Sails VR experience, exclusively available in a new space inside the Sydney Opera House’s box office foyer from later this year. The 360-degree, immersive video experience will allow consumers to ascend the sails of the famous landmark using Samsung Gear VR.

The seating area, named The Lounge – enabled by Samsung, will also feature some of the vendor’s other technology, plus digital content and interactive displays that showcase stories on the venue’s history along with renewal plans.

Samsung corporate VP and CMO, Philip Newtown, said the ongoing partnership with the Sydney Opera House was about enriching the visitor experience.

“We hope to deepen the relationship Australian have with the iconic building and inspire the next generation through the VR experience to engage and enjoy the Sydney Opera House in a whole new way,” he said.

Also announced today, the NSW Government has confirmed it will deliver the first $12 million of the $202m committed to the first stage of the Opera House’s Renewal in this next financial year budget.

Sydney Opera House CEO, Louise Herron, said the backing of Samsung and the NSW Government was vital in continuing to inspire and strengthen the venue’s community ties.

“From the beginning, the Opera House has been about collaboration and innovation and we need to ensure this continues long into the future, as mandated by our enabling Act,” she said.

In January, Samsung worked with the venue to launch its new Welcome Centre, a collection of 12, 46-inch digital displays that screen animations telling a visual story of its history.

In March, Sydney Opera House also revealed a two-year agreement with Adobe to rollout the vendor’s full Marketing Cloud suite as part of digital transformation plans. Under the arrangement, the venue will implement the marketing technology in addition to using Adobe’s Creative Cloud, as well as host activations and events by Adobe aimed at showcasing digital’s impact on creativity, technology and the performing arts.

Read more about VR's use in marketing and advertising:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Well, I wish we could change the situation. But I am not sure it's possible.

Patricia Miller

Does social media make astroturfing acceptable?

Read more

Latest Podcast

More podcasts

Sign in