Normal Studio partnered with L&A to create a groundbreaking immersive experience within three iconic silos in Shenzhen, China, bringing the timeless tale of Rapunzel to life. This unique project provided Normal Studio the opportunity to harness the power of Unreal Engine, developing detailed environments and transforming the silos into a visually stunning, 360-degree storytelling canvas.
Located in Shekou, Shenzhen, these silos, once part of a 1987 glass factory, now stand at the heart of China’s first digital art gallery on an industrial site. With one space spanning over 727m² and the silo section covering 520m², the project demanded creative use of the silos’ verticality. The cylindrical structure made Rapunzel an ideal story, allowing the tower’s form to shape the narrative experience.
Choosing Rapunzel wasn’t just about storytelling—it was about creating universal connections through a familiar narrative. The tale resonated deeply, enabling visitors to explore emotions that transcend borders. To cater to local expectations, Normal Studio reinterpreted the story through the theme of “Harmony,” weaving three distinct chapters: petals, fields and giants, and a sacred mountain, all set against a backdrop of China’s natural landscapes.
Unreal Engine’s real-time rendering capabilities were key to this project’s success. It enabled precise projection mapping across the silos’ complex surfaces, creating an immersive, dynamic visual experience. The engine’s flexibility streamlined the production process, allowing rapid prototyping and efficient iteration. The result was a seamless fusion of tradition and cutting-edge technology, pushing the boundaries of immersive storytelling.
This project showcases the power of blending ancient stories with modern tools. By leveraging Unreal Engine, Normal Studio elevated both visual fidelity and storytelling, delivering an experience that was as technically impressive as it was emotionally engaging.