Banijay has unveiled the extension of its immersive experience “Luminiscence” to Hamburg’s iconic St. Michaelis Church, marking the third German location to stage the groundbreaking production after Münster and Nuremberg. Created in partnership with French immersive producer Lotchi, a subsidiary of Banijay Live, the experience will premiere on 2 July, converting the historic Baroque building into what the company characterises as “a striking landscape of light, sound and historical narrative.” The project will utilise advanced 360° projection systems, innovative lighting effects and bespoke musical scores performed by regional musicians, organists and choral ensembles, alongside renowned international performer Lucia Duchoňová.
A Third German Victory for Luminescence
Hamburg’s selection as the third German host city highlights the impressive growth of “Luminiscence” since its debut in 2023. The immersive experience has quickly become a worldwide sensation, drawing over one million visitors across eight countries and over twenty cities worldwide. From France and Spain to the UK, Netherlands, Belgium, Brazil and the United States, the production has showcased its broad appeal and ability to work across diverse cultural contexts. Germany, in particular, has become a key market for Banijay Live, with the expansion reflecting the format’s proven ability to resonate with audiences across different regions.
The Hamburg premiere constitutes a major achievement in Banijay’s strategic diversification outside traditional television content. The company’s events and live experiences segment has experienced substantial growth, expanding by 18.2 per cent last year from €336 million to €397 million. This commercial performance confirms the commitment to immersive productions and demonstrates the commercial viability of immersive experiences. Ingrid Langheld, Chief Executive of Banijay Germany Live, stressed that the expansion demonstrates both Lotchi’s creative capabilities and the team’s operational proficiency in delivering major productions. The Hamburg production joins nine other “Luminiscence” shows running globally, establishing the format’s status as a cornerstone of Banijay’s live entertainment portfolio.
- Over one million international visitors from 2023 launch
- Nine productions currently live throughout eight countries
- Live segment grew 18.2 per cent to €397 million
- Demonstrates effective business diversification strategy
Cutting-Edge Innovation Meets Sacred Architecture
The Technical Innovation Behind the Platform
The Hamburg production will utilise state-of-the-art immersive projection technology to convert St. Michaelis Church’s internal environment into an immersive audiovisual environment. This advanced technical approach allows the creators to envelop audiences in a continuous landscape of light and imagery, utilising the church’s structural elements as a foundation for compelling visual storytelling. The projection system functions together with creative lighting effects specifically designed to amplify the sacred space whilst respecting the building’s historical significance and spiritual purpose.
Complementing the aesthetic components, the experience incorporates bespoke musical pieces performed live by a regional ensemble consisting of conductors, organists and a choir. International soprano Lucia Duchoňová will headline the vocal performances, whilst accomplished organists Magne H. Draagen and Paul Fasang will provide the distinctive organ accompaniment. This combination of cutting-edge projection technology with real-time musical accompaniment produces a immersive sensory encounter that connects contemporary innovation with the timeless traditions of sacred music and architecture.
- 360-degree projection technology revolutionises the complete ecclesiastical space
- Creative illumination solutions accentuate architectural features and atmosphere
- Original music compositions developed for the performance
- Performances by regional choir, conductors and organists
- Renowned soprano Lucia Duchoňová leads vocal performances
A Worldwide Achievement Continues to Expand
Since its introduction in 2023, Luminiscence has positioned itself as a major presence in the international immersive entertainment landscape, drawing more than one million visitors across various continents. The production has delivered productions in eight different nations, displaying outstanding appeal across diverse cultural contexts and architectural settings. From the grand cathedrals of France and Spain to heritage churches throughout the United Kingdom, Netherlands and Belgium, Luminiscence has demonstrated its capacity to overcome geographical limitations whilst preserving creative integrity. The arrival in Hamburg marks a extension of this outstanding expansion, with the production now operating in twenty-plus cities worldwide.
The Hamburg premiere on 2 July represents a major achievement for Banijay’s operations in Germany, establishing the country as a important market for the immersive format. With productions now live in Münster, Nuremberg and Hamburg, Germany has established itself as one of the principal regions for Luminiscence’s ongoing expansion. This deliberate growth reflects wider sector trends towards immersive entertainment and cultural events, notably in heritage settings. The achievement of Luminiscence underscores public appetite for cutting-edge, technology-enabled experiences that honour historical and architectural significance whilst offering contemporary artistic vision.
| Region | Number of Cities |
|---|---|
| France | 4 |
| Germany | 3 |
| Spain | 3 |
| United Kingdom | 2 |
| Other Locations | 8 |
Banijay’s Strategic Transition towards Live Entertainment
Banijay Group’s expansion into Luminiscence in Hamburg exemplifies a significant strategic evolution within the media conglomerate towards live entertainment and events. Whilst retaining its core television content production division, the company has progressively expanded in experiential entertainment offerings that leverage rising audience demand for immersive cultural experiences. This strategic diversification reflects market understanding that audiences seek genuine interactive involvement with content and heritage sites, moving beyond passive engagement. The success of Luminiscence showcases Banijay’s capacity to recognise and develop compelling formats that perform strongly in global markets whilst maintaining artistic quality and operational excellence.
The Hamburg deployment showcases Banijay’s production expertise in managing sophisticated, expansive immersive productions across different markets simultaneously. By working alongside recognised regional organisations such as St. Michaelis Church and recruiting regional talent, Banijay has developed a replicable framework that respects cultural contexts whilst upholding reliable artistic benchmarks. This methodology has facilitated accelerated scaling without undermining the personalised, tailored character that makes Luminiscence appealing to audiences. The company’s investment in live entertainment now forms a significant revenue stream, enhancing conventional broadcast content and placing the company strategically within changing audience behaviour.
Financial Growth and Market Diversification
Banijay’s experiential offerings and other segment delivered strong financial outcomes, expanding 18.2 per cent year over year from €336 million to €397 million, corresponding to approximately $393 million to $465 million. This considerable increase underscores the commercial viability of experiential entertainment ventures and validates Banijay’s strategic diversification outside of traditional television production. The Hamburg investment represents ongoing investment in this high-growth market, with Luminiscence established as a key property delivering revenue increase across multiple European markets and beyond.
Bringing History to Life Through Creative Art
The Hamburg production leverages cutting-edge 360-degree projection technology combined with innovative lighting design to reimagine St. Michaelis Church into an immersive audiovisual environment. This technical sophistication functions beyond being spectacle but as a medium for narrative, allowing visitors to experience the church’s structural magnificence and historical significance through a modern creative perspective. The integration of state-of-the-art equipment with historic religious settings establishes a meaningful conversation between conservation of the past and contemporary artistic innovation, illustrating the way technology can enhance rather than diminish regard for heritage sites.
The artistic concept goes beyond projection technology to encompass live music performances, presenting newly created pieces alongside the church’s celebrated organ. Local performers such as soprano Lucia Duchoňová, organists Magne H. Draagen and Paul Fasang, and a local choir lend authentic cultural resonance to the event. This partnership method guarantees Luminiscence embodies Hamburg’s musical traditions whilst upholding the immersive experience’s global artistic standards. The fusion of live musical performance with technological innovation creates a multisensory encounter that moves audiences on emotional and intellectual levels.
- 360-degree immersive display system transforms the church interior into a engaging multimedia space
- Bespoke musical pieces presented in real time by regional artists and choir members
- Combination of the church’s historic organ with current sound systems and lighting design