The Gateway Arch Virtual Reality Theater: Your Gateway to the Past
06.19.23
From its awe-inspiring architecture to its national park status, the Gateway Arch hosts a wealth of stories below its iconic curve. One of those stories is an exciting 3D virtual reality experience that transports visitors to the 1850s St. Louis riverfront era. The new Virtual Reality Theater provides a chance to immerse visitors into St. Louis history — but, as summer travel season approached, the Gateway Arch team needed to establish and brand their latest attraction.
In our most recent collaboration, Paradigm transformed an unused space beneath the Gateway Arch into an eye-catching, inviting experience for all ages.
Transforming a Blank Canvas
Not far from the lines making their way to the top of the Gateway Arch sat an untouched corner. Visitors passed the space without a second glance, but it caused the Gateway Arch team to ask themselves a question.
“How can we use this space to enhance the visitor experience?”
That’s when the idea for the Gateway Arch 3D Virtual Reality Theater was born. Yet, it still needed a home that would catch eyes as people passed. The Gateway Arch team aimed to activate the space through a captivating design that would invite visitors into the experience.
Our designers mapped out the area to determine the floor plans, to-scale mockups and layouts necessary to optimize theater space and elevate the experience. From there, our design team created a large backdrop with a design inspired by graphic elements that built the Gateway Arch. To accompany this, we created supplemental signage to direct visitors as they journeyed closer to the new Virtual Reality Theater.
Immersive Wall Art Design
Paradigm knew the theater needed a design that would attract visitors as they exit the museum or make their way to the trams. We developed a captivating wall art design sure to leave an impression. Our designers blended the past, present and future together. The resulting wall art told the story behind the experience while also enlivening the space.
The design sits on a backdrop of the iconic 1850s St. Louis riverfront — layered with the Gateway Arch’s vibrant brand colors. But, its focal point lies in the reimagination of the Gateway Arch itself.
The Virtual Reality Theater utilized a halftone design, which translates different tones of a photograph or graphic into dots of various sizes, consisting of the keystone triangles that built the Arch on the riverfront in the 1960s. The halftone effect gives our city’s iconic landmark a futuristic look from a distance. Up close, an array of triangles point forward. This element further emphasizes the future — namely, technological growth that makes the attraction possible.
Explore the Virtual Reality Theater
The Gateway Arch Virtual Reality Theater is now open to the public. The wall art and wayfinding signage enhance the space, pointing each visitor to a new adventure. We are proud to play a role in this advancement — and look forward to adventures to come. Visit the Virtual Reality Theater to explore our past through the lens of the future today!
Our partnership with the Gateway Arch is ongoing. For the latest on our work with the Gateway Arch and National Park Service, visit our projects.
