SXSWandMWC:WeCreateandImplement"MicroAmusementParks"
Two interactive digital installations for two prominent clients at two international trade shows: We are expanding our client portfolio in the field of trade show and live communication with Deutsche Telekom and the American financial services provider Capital One.
For Deutsche Telekom's trade show appearance at the Mobile World Congress in Barcelona at the end of February, we developed an interactive multi-user racing game on the topic of 5G in collaboration with Meiré and Meiré: Trade show visitors use their smartphones to control virtual drones through various levels and worlds on a 5-meter-high and 3-meter-wide screen. This way, users learn more about Telekom's commitment to 5G and the advantages of the new mobile communication in a playful manner.
Together with our new client Capital One, we were at the South by Southwest in Austin, Texas. For the American financial services provider based in McLean, Virginia, we realized a digital installation in collaboration with Mirror Show Management (MSM), which allows trade show visitors to configure their 'surreal dream car' on room-installed iPads. Imagination knows no bounds: From the shape and color of the body to tires and rims to various engine options, everything is allowed—even if the car ends up looking like a vehicle from 'Mad Max,' 'The Fast and the Furious,' or 'The Fifth Element.' The result is then staged and presented on a 6 x 2.5-meter-high LED wall. 42 vertically movable LED spheres serve as visual support in front of the wall and reflect the silhouette and paint color of the newly configured 3D car in real-time. This way, the digital world is linked with the real world. Based on the configuration, the 'car designer' actually receives suggestions at the end on which 'real' car they could buy and finance with Capital One. The message: Capital One helps realize any kind of dreams.
Both exhibits are so-called 'Micro Amusement Parks'—spatial installations and interactive applications that primarily aim to entertain guests while also conveying educational and informative content in a playful and impactful manner. We have already implemented numerous Micro Amusement Parks for clients such as the city of Ulm, Deutsche Börse, and Gatorade. Additionally, a virtual permanent exhibition named 'Discovery Dock' will soon open at the Hamburg harbor on behalf of DuMont.
For Deutsche Telekom's trade show area, our Cologne team led by Kristian Kerkhoff, Managing Director and Managing Partner at the Cologne location, was already active last year at the IFA 2018 and also presented interactive installations there—including an interactive pinball table, for which more than 4,000 enthusiastic players accepted long waiting times.