Interdisciplinarity:Redefining global corporate presentation by converging catwalk,technology, space branding, digital art performance in Milano FashionWeek

Project : Samsung Mobile CORBY Global Launch Event
Client : Samsung Electronics

d’strict has implemented interdisciplinary R&D for several yearsto maximize the user’s experience in the field of creative development,digital & analogue integration, technology, and brand spaceperformance and management. The global launch event for Samsung’sCorby, which was held in Milan, strategically demonstrated withd’strict’s interdisciplinary R&D outputs in an physical space.

The success of the Corby project does not limit itself to thecombination of creativity and technology. The Corby global event hasbeen recognized as an innovative experimental marketing practice whichinterconnected 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 fashionshow catwalk in view of the Milan Fashion Week, reflecting thelifestyle of Corby target users, who are young, creative, fashionable,and speedy. It then added diverse interaction techniques and a mix ofanalogue and digital presentation within a campaign focused on theyounger generation’s fashion and style icons. By doing so, the Corbylaunch show was able to innovatively redefine conventional businesspresentation, which would otherwise have been relatively dull andordinary.

18M long, Real-time Gesture Sensing Hologram Runway

d’strict opted for a 4D art-hologram runway for the Corby launchshow. It was aimed at maximizing the effect of the performance bycombining digital technology with analogue performance art. Theperformance was also significant in that it commercialized media art,previously known only to a select few, for diffusion to the generalpublic.
Both sides of the 18m-long catwalk for the fashion show were surroundedwith holograms, producing diverse effects through active interactionwith the models on the stage. The performance was organized so that 550audiences on both sides of the stage would be able to see it.

d’strict used its gesture-sensing hologram, SEE H, to make theholographic images react to the models walking aloing the 18m-longstage. Rather than simply “showing” enormous holograms, it demonstratedhow holograms can interact in real-time with the models. Each hologramwas created as a 3D image to make it seem as if the models weretouching real objects.

Corby’s 4 Color Character Performance
White Performace symbolizing Corby’s “Design”

Pink Performace symbolizing Corby’s SNS(Social Network Service) functions

Yellow Performace symbolizing Corby’s “Touch” functions

Orange Performace symbolizing Corby’s “Entertainment” character

Corby’s Product Presentation with Voice Sensing Technology
At the product presentation which followed the character performance,SEE H was again used to convey accurate information on Corby’s diversefunctions. A holographic image reacting in real-time to the presenter’smotions, combined with a voice-sensing function, created holographicletters which appeared to float around the presenter’s mouth, formingthemslves into the words he was saying. The sensitive sensingtechnology also changed the size of the letters according to the volumeof the presenter’s voice. By using a sound-sensing technique togenerate a reaction from the audience and interacting with them, thelaunch show changed the once-unilateral form of presentation to acommunicative format by using sounds and holograms.

Online & Offline Integrated Campaign with TOUCH I
Another very popular session was the participatory program usingd’strict’s TOUCH I. TOUCH I is a UX platform which uses Microsoft’smulti-touch screen, Surface, as the basis for connecting various itemsof wireless equipment with outer screens. The program was organized sothat the participants would be able to experience Corby more closely,aided by a holographic presentation.
The participants were very excited about being able to see pictures ofthemselves taken with a digital camera and an image of Corby with thesimple motion of a hand, as well as being able to print out and sendthese images via email or cell-phones.
Corby practice overcame the limitations of offline presentations, whichare normally limited to physical space, owing to the instantaneity andonline-connectivity made possible with a diverse UX platform andtechnology. This type of experimental marketing, which combines onlineand offline presentations, is expected to be widely adopted in futureevent promotions.

Debut Date : Sep. 2009
Size : 18m * 3m (4320×720)
Tools : Cinema4D, 3ds Max, Photoshop, After Effects, Illustrator

Create : dstrict.com