CurtainUp puts futureproofing, emerging technology and joined-up thinking on agenda at IAAPA Expo Europe 2026

As real-time, generative and interactive technologies continue to develop, attraction designers have more creative possibilities than ever. CurtainUp works at the point where those possibilities meet the realities of delivering a project, helping teams explore ideas, test approaches and futureproof technical decisions before they become fixed.

Matt Barton, Co-Founder of CurtainUp, said: “Technology is moving incredibly quickly, while attractions can take years to develop. Our job is to help clients work out what’s genuinely useful, what adds to the creative idea and how everything can fit together.

“It’s about making the right decisions early, while there’s still room to explore and change things.”

See the thinking in action

The demo combines an animatronic figure with projection-mapped content that responds to its movement. It brings together P&P Projects, 7thSense media technology, Scalable Display Technologies’ projection alignment technology, a ThemedMotion control system, with CurtainUp providing design and creative technical design across the demonstration.

“It’s a good example of what we do,” added Barton. “There are several different technologies and specialists involved, and our role is to look across the whole thing and help pull it together around the creative idea. The technology should enable the experience, not get in the way of it.”

Got a project in the works?

Matt and the CurtainUp team will be at IAAPA Expo Europe, 22 - 24 September, meeting developers, operators, designers and creative teams with projects, ideas and technical challenges they want to talk through.

Visitors can see the P&P Projects demo on Stand S3823 and meet CurtainUp through the Experience UK Pavilion, Stand S837.

Matt will be attending as CurtainUp Co-Founder alongside his roles as President of the International Board of the Themed Entertainment Association (TEA) and Chairperson and Co-Owner of 7thSense.

To guarantee time with the team, book a meeting in advance to talk through an upcoming project or idea at curtainup.live or via info@curtainup.live.