Australian digital art and projection firm illuminart is providing agritourism operators with a method to expand visitor experiences and create nighttime attractions. With over two decades of experience and more than 500 activations nationwide, the company specialises in developing both temporary light-based events and permanent projection systems designed to increase visitation and create new revenue streams for regional businesses.

The firm’s work focuses on transforming existing infrastructure, such as buildings, landmarks, and natural landscapes, into large-scale projection canvases. This capability presents a direct opportunity for farm and station owners to repurpose assets like silos, sheds, and shearing quarters into unique attractions.

Strategic & Operational Implications

For agritourism operators, investing in projection art can serve several strategic functions. The primary application is the creation of a night-time economy, extending operating hours beyond daylight and capturing a segment of the tourism market seeking evening entertainment. This can establish a new, ticketed revenue stream and increase associated sales in food, beverage, and accommodation.

The firm has a documented history of boosting regional visitation through its projects, which can benefit operators by positioning their property as an anchor attraction. With a portfolio of award-winning collaborations in Western Australia, South Australia, New South Wales, and Queensland, illuminart has established operational experience in key agricultural regions. Their process involves working directly with landholders and communities to develop content that is culturally and locally relevant.

Core Service Offerings

Illuminart provides two main engagement models relevant to business owners looking to leverage this technology:

• Permanent Projection Systems: This involves the design and installation of long-term projection equipment, transforming a site into a permanent cultural attraction. This model represents a capital investment aimed at creating an enduring, signature visitor experience.
• Signature Events: This service is for temporary, high-impact activations. It is suitable for specific business objectives such as festivals, seasonal events, or significant anniversaries, allowing for a focused marketing and visitation push without the long-term capital outlay.

The company’s experience across a diverse range of sites, from metropolitan centres to remote regional towns, indicates a capacity to manage projects with varying logistical and technical requirements.

The WAAA News Team