Retail owners are more focused than every before on creating immersive entertainment experiences. In an example of the trend, Outside the Lines is building a show fountain and lake at The Branson Boardwalk, a $55 million entertainment complex in Branson, Missouri. The fountain is adjacent to Aquarium at the Boardwalk.

At Branson Boardwalk, we are creating a musically choreographed show fountain that is set to launch in Spring 2022. The aquarium's signature art piece is a 55-foot-tall stainless steel octopus sculpture which is illuminated from within with color-changing LED lights," J. Wickham Zimmerman, CEO of OTL, says about the project. "Our fountain show control system will take over the octopus' lighting controls during fountain shows, tying the sculpture into the light and water shows and extending the performance beyond the pond's edge."

The fountain is different than a standard mall fountain. It features technology to create a more interactive experience, according to Zimmerman. "We live in an increasingly digital world, and people expect to see aspects of their digital realities spill out into physical reality," he says. "In the case of this water feature, visual and audio effects combine with sophisticated programming and technology to create fresh, unforgettable experiences people want to share with their friends and family." There will be regular additions to the show catalogue as well.