12 Jun 2018
License to thrill? Mountaintop James Bond attraction sets hearts racing
BY Alice Davis
Anticipation is rising ahead of a 12 July launch date for a brand new James Bond visitor attraction nestled snugly inside a mountain peak in Sölden, Austria.
The state-of-the-art facility, called 007 ELEMENTS, promises to immerse visitors in an environment that will make them feel like secret agents themselves. Described as a cinematic installation, the new attraction will be housed in a purpose built structure designed by local architect Johann Obermoser and his team.
Obermoser’s building, located more than 3,000m (9,842ft) above sea level at the summit of the Gaislachkogl mountaintop, will be mainly inside the rock face, with just the entry and exit, a pair of large projected windows – offering breathtaking panoramic views – and a viewing plaza visible from the exterior.
The museum sits by the Gaislachkoglbahn cable car and ice Q restaurant, which were also designed by Obermoser and were the original inspiration for scenes from the movie Spectre.
With a minimalist design and strong use of concrete, steel and glass, Obermoser aims to blend the gallery in with its stunning surroundings as well as nod to the sophisticated style that’s synonymous with the Bond brand.
James Bond production designer Sir Ken Adam oversaw the vision for the attraction, while Territory Studio worked with IP-owners EON Entertainment and creative agency Optimist to create cutting-edge multimedia that brings the experience to life, including a cinematic soundscape for all the galleries.
The experience takes visitors through five different zones, entering through The Barrel of the Gun and out onto the Plaza, where they can soak up the views of the Tyrol mountainscape.
In the the Lobby, a film narrated by director Sam Mendes introduces guests to the Bond film franchise. The visitors then proceed through different zones (Lair, Briefing Room, Tech Lab, Action Hall, Screening Room, Legacy Hall) where they are immersed in the world of 007 and learn about various aspects of the iconic character and franchise.
007 ELEMENTS creative director Neal Callow, who has worked on all the Bond films starring Daniel Craig, said: “Our aim with 007 ELEMENTS is to tell the story of the making of 007 films in an ultra-modern, emotive and engaging way. We want to use this incredible location to place our guests into Bond’s environment, and bring the stories to life in a unique and unforgettable way.”
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