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2025-05-12

AR/VR Dual-Core Drive Powers All-Around Digital Experience Mercedes-Benz Arena Sets New Benchmark for Smart Cultural Tourism

As a premier cultural and entertainment venue in China, Mercedes-Benz Arena consistently strives to promote the integrated development of culture, tourism, and commerce through innovative technology. Recently, the venue officially launched two major digital services:AR Live Navigation and VR Performance Viewing Angle Tours.

By blending virtual and physical realities in an interactive experience, these services provide visitors and audiences with more efficient, precise, and immersive scenario-based services. This groundbreaking initiative achieves a "pre-during-post performance" full-chain smart service loop, marking a significant breakthrough in the venue's comprehensive digital upgrade.

AR Live Navigation: Creating a New "One-Stop" Smart Service Scenario

Addressing high-frequency visitor needs, the venue introduces a "what you see is what you get" AR Live Navigation system. Visitors simply activate the AR navigation function via the venue's official Mini-program, and their phone camera instantly becomes an "intelligent guide." It can quickly locate shops in the Retail Area, navigate to entrances of The Main Stage and The Mixing Room, find parking spaces, and other key points. This innovative navigation method makes navigating complex large venues "transparent," significantly enhancing visitor convenience.

VR Performance Viewing Angle Tours: Launching a New "Immersive" Seat Selection Experience

To elevate the audience viewing experience, the venue innovatively uses VR technology to transform the traditional seat selection model. Before purchasing tickets, audiences can use immersive VR technology for a 720-degree preview of the viewing angles from various areas within the venue. This allows audiences to virtually experience the visual effects from different positions, understanding the distance to the stage, sightlines, and surrounding environment references, bidding farewell to the era of "blind selection."

Since the launch of these new features, approximately 12,000 users have utilized the AR Live Navigation and VR Performance Viewing Angle Tours. This has effectively fostered deep integration between the venue's commercial ecosystem and the visitor experience. This technological upgrade represents not only an iteration of service tools but also an innovative reconstruction of the value proposition for cultural-tourism-commerce scenarios. Through AR/VR technology, the venue seamlessly connects cultural consumption, commercial services, and tourism experiences, transforming itself from a singular performance space into an urban 'super hub' for integrated culture, tourism, and commerce.

Through its comprehensive digital upgrade, Mercedes-Benz Arena has not only significantly enhanced user experience and operational efficiency but has also pioneered an innovative path for the integrated development of "Technology + Culture + Commerce."

Looking ahead, Mercedes-Benz Arena will continue to advance its digital transformation. Plans include launching a bilingual version of its Mini-program service and innovatively introducing a "ticket stub economy" (ticket stub-based incentive) model. Audiences uploading their electronic ticket stubs will receive commercial discount coupons, achieving seamless integration between cultural consumption and commercial services. This innovative move will further enhance user engagement and build a more robust digital service ecosystem.