Digital interaction in Reitan's cultural quarter
Nye Hjorten Teater is part of Reitan's growing cultural quarter in Trondheim, where seamless digital solutions connect theatres, hotels, restaurants and museums — creating value for both the public and employees.
When a theatre is going to establish itself, it's about more than velvet chairs and performing arts. Nye Hjorten Teater in Trondheim is part of a larger vision: REITAN's growing cultural quarter. Here, experiences such as theatre, restaurants, hotels and museums will interact through shared digital infrastructures, where everything from ticket sales to table reservations and booking spa treatments must work seamlessly.
To achieve this, Nye Hjorten Teater has collaborated with Increo, which has stitched together systems and solutions across the companies. The result? A platform that not only tells a story, but that acts as the theater's digital cash register. Sales started nearly a year before opening day, which has laid the groundwork for both revenue and a strong brand -- long before the curtain goes up for the first time.
Challenge: How to sell tickets before one has opened?
The first impression takes place digitally. For Nye Hjorten Teater, the challenge was about more than getting the audience in the hall — it was about selling experiences, long before the doors opened. The entire cultural quarter, from the theater to the hotel and restaurants, had to function as a seamless whole, both digitally and physically.
The website was supposed to be not just a ticket hatch, but a platform that could handle everything from theatre tickets to hotel packages and table reservations in the restaurants. The solution needed to be user-friendly to the public and at the same time robust enough to handle complex integrations across Culture Quarter's many offerings - making it business-critical to the entire experience.
In partnership with Nonspace, Increo developed a platform that is more than just convenient — it's attractive. The website is the theatre's first encounter with the audience and was therefore supposed to not only work, but also engage and tempt. Everything from show, hotel and dinner were combined into seamless packages, allowing audiences to plan a complete experience in just a few clicks.
A solution that grows with needs
Nye Hjortens digital systems rely on continuous development to meet the needs of the public. The digital solutions went live half a year before the theater's opening, and already feedback from employees and customers has led to improvements. The program pages have been optimized, the purchase of gift cards has been made more accessible, and the package products are better adapted to customers.
Increo's solution is built on Sanity — a flexible and so-called headless CMS which allows quick customizations. In addition, the system has integrated elements such as Eventim's ticketing module, an AI-based chat solution in multiple languages, as well as a webshop built in Shopify that allows you to buy merch directly.
