The Westend Shopping Centre is set to unveil its latest attraction, PIXIM, on 14 December, marking a new era in immersive entertainment. Situated where the shopping mall’s fountain once stood, PIXIM is a groundbreaking 10×10-metre big, seven-metre-high multimedia box with a dazzling gold and copper exterior. Inside, visitors can enjoy captivating 15-minute visual and auditory experiences, surrounded by a 360-degree digital projection surface.
According to the organizers, PIXIM features a blend of educational and entertaining content, showcasing natural wonders, fantastical worlds, and other visually stunning themes. The short, high-impact programmes will run continuously throughout the day and evening, offering a moment of escape for busy shoppers.
PIXIM was conceived by a Hungarian development team as a one-of-a-kind project to celebrate Westend’s 25th anniversary. In their announcement, the developers noted the evolving role of shopping centres globally, where traditional retail is competing with the rise of online shopping and streaming services. To attract visitors, they emphasized the need for experiences that are unattainable from the comfort of one’s home.
‘Nearly 20 million people visit Westend annually, with about 50,000 to 55,000 visitors daily. During the planning phase, I counted 120 shoppers passing by the fountain every minute. We realized that many don’t have time to commit to a two-hour experience but would happily spend 15 minutes on a magical journey that lets them recharge and return to reality feeling rejuvenated,’ László L Laki, PIXIM’s director, developer, and co-owner said.
PIXIM incorporates the latest technological advancements to deliver an unparalleled experience. Laki highlighted the use of six state-of-the-art, energy-efficient projectors with the highest resolution and longest lifespan currently available. The attraction also features an immersive audio system and vibroacoustic flooring for a fully sensory experience.
Behind the scenes, a custom-built server park created by Hungarian specialists powers PIXIM. This advanced system supports remote monitoring and online management across multiple locations, ensuring seamless operation.
The content for PIXIM is developed in collaboration with a Dubai-based artistic laboratory, featuring input from Hungarian and international light and video artists. While the initial programmes will target younger audiences with themes like fantasy and adventure, plans are underway to expand the offerings to appeal to all age groups.
PIXIM will operate 364 days a year, excluding Christmas, with daily opening hours spanning 12 hours.
As one of the first attractions of its kind worldwide, PIXIM promises to set a new standard for entertainment in Hungary and beyond. With its innovative concept and advanced technology, it aims to captivate visitors and redefine the role of shopping centres as hubs of leisure and culture.
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