The Global Association for the Attractions Industry (IAAPA) SIA Awards were held in Los Angeles on March 16, 2024. The Haikou International Duty-Free City AURA: Sky Secret Forest project, jointly created by Dafeng and New Zealand's national treasure company Weta Workshop, once again became a focus of attention with its innovative multi-sensory experience, winning the SIA Award for Immersive Shopping Experience presented by the Global Association for the Attractions Industry (TEA). Fang Bing, Executive Director of Dafeng Digital Art Technology, accepted the award. This is also the third time the project has received an international award. 01｜Digital Empowerment The SIA Award aims to recognize top theme entertainment and retail projects worldwide. The award-winning AURA: Sky Secret Forest project, as an outstanding result of the collaboration between Dafeng and Weta Workshop, empowers commercial scenarios with digital art, creating a shopping experience beyond consumers' imagination. To date, it has attracted over 4.5 million visitors and contributed up to 72.5% to Hainan's offshore duty-free market. It leads the transformation of commercial consumer scenarios, promotes cultural innovation and development in Hainan, and enhances the quality and standards of the national duty-free experience. 02｜Visual and Auditory Splendor In this project, Dafeng leveraged its strong creative capabilities, scene implementation skills, and full-process production abilities, using various high-tech elements such as sound, light, and electricity. Through sensory interaction, natural ecology, large-scale sculptures, and multimedia performances, they combined storytelling with an invigorating sensory experience for visitors, creating an immersive entertainment experience. Finite element analysis and advanced 3D scanning technology were used to design artistic installations, while ultra-high-definition LED screens and exquisite lighting design, combined with audio...
The Global Association for the Attractions Industry (TEA) hosted the Thea Awards on March 16, 2024, in Los Angeles. The AURA: Sky Secret Forest project at Haikou International Duty-Free City, jointly developed by Dafen and New Zealand's national treasure enterprise Weta Workshop, once again became a focal point due to its innovative multi-sensory experience. It was awarded the TEA Thea Award for Immersive Shopping Experience, with Dafen Digital Technology Executive Director Fang Bing receiving the award on behalf of the project. This marks the third international award for this project.
01 | Digital Empowerment
The Thea Awards aim to recognize top theme entertainment and retail projects worldwide. The award-winning AURA: Sky Secret Forest project, as an outstanding collaboration between Dafen and Weta Workshop, empowers commercial scenarios through digital art, creating a shopping experience beyond consumer imagination. To date, it has attracted over 4.5 million visitors and contributed as much as 72.5% to Hainan’s offshore duty-free sector. It leads the transformation of commercial consumption scenarios, promotes cultural innovation and development in Hainan, and enhances the quality and standards of the national duty-free scene.
02 | Spectacular Audiovisual Effects
In this project, Dafen leveraged its strong creative depth, scene implementation capability, and full-process production expertise, employing various high-tech elements such as sound, light, and electricity. Through sensory interaction, natural ecology, large-scale sculptures, and multimedia performances, the project combines storytelling with visitors’ sensory excitement to create an immersive performance experience. Finite element calculations were used to assist design, and advanced 3D scanning technology helped create art installations. Ultra-high-definition LED screens and exquisite lighting design, combined with audio-video and media interactions, were applied in professional detailed design and production, allowing visitors to enjoy spectacular audiovisual effects such as sky escalators and multimedia interactions.
03 | Immersive Space
In addition, the Dafen Digital Technology team has demonstrated exceptional technical strength in digital art and music creation. Fang Bing said, “By adopting a digital cross-media interactive system and globally leading performance integration control solutions, we successfully combined art and technology, creating a fairy-tale-like dream space for consumers, allowing every visitor to fully immerse themselves and enjoy a wonderful experience.”
The Dafen Digital Technology team works closely with Weta Workshop to jointly build an industry ecosystem, promote the development of digital art application scenarios, and strengthen industry collaboration. They are committed to creating a more innovative and high-value-added industrial chain. In the future, Dafen will continue to drive innovation and technology integration, consolidate global high-quality culture, sports, tourism, and commercial resources, partner with more collaborators, and continuously explore the combination of art and commerce to create more and better cultural, commercial, and tourism complex projects worldwide.
