Project : Samsung Mobile CORBY Global Launch Event “Countdown”
Client : Samsung Electronics
Interdisciplinarity: Redefining global corporate presentation by converging catwalk, technology, space branding, digital art performance in Milano Fashion Week
d’strict has implemented interdisciplinary R&D for several years to maximize the user’s experience in the field of creative development, digital & analogue integration, technology, and brand space performance and management. The global launch event for Samsung’s Corby, which was held in Milan, strategically demonstrated with d’strict’s interdisciplinary R&D outputs in an physical space.
The success of the Corby project does not limit itself to the combination of creativity and technology. The Corby global event has been recognized as an innovative experimental marketing practice which interconnected a physical space (Touch I platform in the orange room) with an online & mobile (email and mobile application) convergence, and was made possible via a strategic scenario.
d’strict first decided on a launch show in the form of a fashion show catwalk in view of the Milan Fashion Week, reflecting the lifestyle of Corby target users, who are young, creative, fashionable, and speedy. It then added diverse interaction techniques and a mix of analogue and digital presentation within a campaign focused on the younger generation’s fashion and style icons. By doing so, the Corby launch show was able to innovatively redefine conventional business presentation, which would otherwise have been relatively dull and ordinary.
18M long, Real-time Gesture Sensing Hologram Runway
d’strict opted for a 4D art-hologram runway for the Corby launch show. It was aimed at maximizing the effect of the performance by combining digital technology with analogue performance art. The performance was also significant in that it commercialized media art, previously known only to a select few, for diffusion to the general public.
Both sides of the 18m-long catwalk for the fashion show were surrounded with holograms, producing diverse effects through active interaction with the models on the stage. The performance was organized so that 550 audiences on both sides of the stage would be able to see it.
d’strict used its gesture-sensing hologram, SEE H, to make the holographic images react to the models walking aloing the 18m-long stage. Rather than simply “showing” enormous holograms, it demonstrated how holograms can interact in real-time with the models. Each hologram was created as a 3D image to make it seem as if the models were touching real objects.
Debut Date : Sep. 2009
Size : 18m * 3m (4320×720)
Tools : Cinema4D, 3ds Max, Photoshop, After Effects, Illustrator
Create : dstrict.com