The latest Numix Lab (between Brussels and Amsterdam, from December 4th to 8th, 2023) was an opportunity to examine the practices related to digital art and the venues that host them. An active 5-day immersion where Unframed Collection was able to set up its camera and interview those who connect XR creation with the general public.
Second guest: Vincent Paccard, Director of Entertainment and Experiences at Viparis, a network that owns and operates 12 major venues in Paris and its region. Viparis manages exhibition parks, convention centers, event venues, festivals, sports venues, or immersive spaces for a total of 800 professional and public events hosted each year.
What are your areas of action?
Vincent Paccard – Our business is the management of major event venues, approximately 650,000 square meters in the Paris region. Our clients produce their own events, and we assist them with venue rental and exploitation, any technical services needed, or specific models with which we can be associated – without ever being the direct organizers.
What challenges must exhibition parks meet today?
Vincent Paccard – Until the 2000s, the idea of an exhibition venue was to be as large as possible, the most versatile – and to accommodate as many people as possible. This vision is no longer valid in 2023. Today, we are looking for destinations, places of life that include catering, hospitality, entertainment, etc. All of this is to ensure that attendees make the most of their event. We respond to this new dynamic.
How can immersive technologies address the hybridization challenges of these venues?
Vincent Paccard – In the context of these new forms of hybridization, our venues must be able to accommodate new forms of immersive, digital experiences for example. And this is true for both the general public and our B2B targets who want to mix practices and also enjoy leisure activities. The goal is also to renew the audience and find new visitors.
Any examples to mention?
Vincent Paccard – Jam Capsule was a monumental device that was exhibited at the Porte de Versailles in one of the halls of Paris Expo, equipped with a 1,000 m2 screen and 8 meters height! It was a permanent device for the public, with content programming on this screen. But it was also available to our clients if they wanted to use it for their events, so they can appropriate and personalize the experience.
Vincent Paccard – La Cité de l’Histoire at La Défense, formerly known as the Espace Grand Arche, was a congress and conference venue that we transformed into a cultural and entertainment destination. The cultural event creation, realization, and production company Amaclio invested the venue with dedicated historical and cultural content, including Éternelle Notre-Dame (Excurio/Emissive) in virtual reality. And here too, we can privatize the space for B2B clients.
What economic model(s)?
Vincent Paccard – There are several, with levers to test and refine. The demand for immersive experiences is proven, and we have integrated this underlying trend. Now we need to define the economic model that will allow us to operate the events.
