Light shows from China: How a Wuhan startup is reinventing the tourism industry
Aurora Digital Marketing puts the spotlight on the Yellow Crane Tower - and wants to bring it to the wider world
The evening performance at Yellow Crane Tower costs 120 yuan – almost twice as much as during the day. The money goes to the city government. The technology behind it comes from Aurora Digital Marketing.
500 employees. Average age 25 years. Founded 2006 as an architecture firm. Today one of the leading companies for digital light shows worldwide.
What Aurora does
The company designs light shows for tourist destinations, train stations, airports. 1,000 kilowatts for a single show. Five hours of preparation. The system works with energy-saving technology.
The Yellow Crane Tower is one of China's most visited night excursion destinations – top 10 nationwide. Aurora is partly responsible for this. But that's not enough for them. Central Asia is the next target. After that: the world.
The competitive battle
CrystalStone Digital Technology wanted to become the best company in China in this field. And went bankrupt. Many new companies are fighting for the leadership position – in China and worldwide.
According to their own admission, there is still respect for European design: „Europe is more competitive in design – rich cultural connections.“ But this is not a compliment – this is a gap they want to close.
The new Silk Road
China does not only export raw materials and technology – it exports experiences. Digital culture, light technology, tourism infrastructure. This is the new Silk Road: not made of steel but of light.