Falcon’s Creative has launched a virtual reality and augmented reality studio where it will develop cutting-edge entertainment content for its attractions clients.

In a newly released video, the Falcon’s Creative team announced its new venture into providing vr, AR and mixed reality content, and also revealed some of their breakthroughs in harnessing these technologies for attractions environments.

“I put on the HMD [head-mounted display] and I’m blown away by the escapism, but what we do to take that to a larger group is where we’re quite excited to start sharing some of that logic,” said Falcon’s Creative president Cecil Magpuri.

Magpuri refers to the fact that so far most VR experiences in attractions – a VR coaster, for example – involve everyone having the same experience. Now, he says, users will be able to control, to some degree, their own narrative.

“What this is introducing is the same emotional arcs that you’re getting and the immersion factor, but now the resolution of change can happen from vehicle to vehicle or from passenger to passenger, which is really quite special.”

The company is also developing AR and mixed reality capabilities, allowing them to layer data and content over real-world experiences.

“These are the kind of things we are implementing on top of immersive experiences, where it enhances the individuality of each player or each experience within this unique technology.”

In the short film, the Orlando, Florida-based design firm also highlights the importance of the multi-sensory immersion, adding smells, sounds and motion to the experience.

“We’ve always put guests at the middle of the story and we’re always looking for new ways and new techniques to do that. VR and AR is the new frontier,” said David Schaefer, vice president at the company.