Project:
INARA. Sound & Light Spectacle
Journey into Wonderment
Client:
Orascom Pyramids Entertainment
Services supplied:
Discovery.
The legendary Sound and Light show at the world-renowned Pyramids of Giza, and the location of the oldest surviving Seven Wonders, is a unique and fascinating historic story telling visual experience. Like its location, the Sound and Light show has historical and cultural values that are simply beyond description. Utilising the latest lighting, laser, and projection technologies to visualize the mysteries of the ancient Pharaonic civilization. The show is another ‘must-see’ for anyone visiting these magnificent wonders of the ancient world.
Unfortunately, over the years, the original show’s standards and guest experiences have dropped, to a point where the privately owned Orascom Investment Holding (OIH) and Dubai’s Prisme Entertainment were tasked by Egypt’s Ministry of Tourism and Antiquities (MTA), to re-imagine the show, and transform the whole guest experience.
We were tasked by the show’s Egyptian partner OIH, to create a new brand built around this transformation, one that is fitting for such a legendary show located in a wondrous ancient location.
Definition.
Take a Journey into Wonderment
Our strategic & creative teams combined to work closely with OIH and the MTA, by auditing the show’s existing guest experience, positioning, and market competition. Then utilising these results to develop a new brand platform, guest experience, identity, and guideline for OIH to go to market with the transformed show.
Orascom Investment Holding introduces INARA
In 2018, Orascom Investment Holding (OIH) entered into an agreement with the Ministry of Antiquities, permitting OIH to develop a world-class destination on the existing site of the original sound and light show which spans 27,000 m2.
INARA is the flagship leisure & entertainment project of OIH and it will become one of Egypt’s must-visit destinations for local and international tourists. OIH will deliver a world-class entertainment destination that creates lasting memories by innovating, enlightening and transforming every touch point of a guest’s visit.
An experience of innovation and entertainment
A place of firsts, INARA sits in the shadow of the only remaining wonder of the ancient world that still exists today, the Great Pyramid of Khufu.
At the heart of INARA is entertainment in the form of a spectacular, re-imagined sound and light show which will play to 1,725 visitors nightly. Reigniting people’s sense of wonder when it comes to ancient Egypt, INARA will do so by taking the old world and bringing it to life in the modern age. To enhance the visitor experience there will be casual and fine dining complemented by a unique variety of retail outlets.
INARA. A wondrous theatrical masterpiece
The perfect union between theatre, imagery, scenography and immersive 3D mapping experiences enhanced by specially composed music and sound effects.
The show takes the viewer on a spectacular sound and light journey where mysteries of the Great Pyramids unfold; by taking the audience back in time using special effects to bring to life the ancient world in the digital age. It reignites people’s sense of wonder and engages with history by re-imagining, elevating and enlivening the visitor experience. As the story continues it asks the audience, ‘could the Pyramids of Giza be hiding a time-old message intended for future generations? When the adventure comes to a climax, the Sphinx speaks, connecting the past and the present, paying homage to ancient civilizations and revealing a mysterious secret!
For 40 minutes, this dazzling sound and light story incorporates the narrative of Mery and Khafre, with the unique backdrop of the Pyramids of Giza and the Great Sphinx to create the world’s largest video projection on a one square kilometre backdrop like no other in the world. Whether you’ve visited the pyramids or not, you’ve never seen them like this before.
Egyptian hospitality. VIP treatment
More than just the re-imagined Sound & Light show, INARA is a destination that offers superior quality and service combined with authentic Egyptian hospitality. Three VIP rooftop lounges will cater to a younger, trendy visitor while the enclosed VIP lounge will attract corporate customers. OIH has entered into discussions with 5-star hospitality brands to ensure that the catering for the VIP lounges, cafés and restaurants, consistently exceeds expectations.
World-class retail venues exclusive to INARA
The retail offering provides us with an opportunity to work with and involve the local art community in the development of INARA themed products. OIH has engaged with retail experts who have local knowledge, an understanding of the international tourist market and a reliable supply chain. INARA will support locally made products which meet the quality and standards expected of a world-class tourist destination. Six specialised shops, located behind the busy Plaza, will include the INARA merchandise store, a trendy local jeweller and an innovative henna experience.
Expression.
The Inara identity
The Inara identity, meaning ‘a ray of light’ or ‘illuminating’, takes inspiration from a rich and golden ancient past, fine hieroglyphic detailing, and characters that allude to the reeds found along the river Nile. Thus, creating a versatile and elegant solution that expresses the values of the transformed show.
The clean use of typography, dramatic imagery, minimal graphic design elements, and the restrained colour palettes, provide an appropriate level of design sophistication, whilst allowing the show’s ethos to remain the focus.
