STUDIO IMC DRIVES
HEINEKEN HIGH-TECH AT THE TIME WARNER CENTER
Concept
The Heineken Interactive Installation, powered by IMCtv was a new, hybrid communications toolthat blended high-tech video art with next level advertising, inviting audience participation.
Goals
1. Create an unforgettable, immersive experience at the Time Warner Center that captures the imaginationand communicates the stylish, cutting-edge image of Heineken and the TWC itself.
2. Increase revenue while inspiring collaboration, creativity, and a sense of high-tech play by endowing people with seemingly “magical” powers.
Overview
The Heineken Interactive Installation is a unique, display/sculpture powered by IMCtv which is Studio IMC’sinteractive media player for digital signage. The installation was featured in the Time Warner Center lobby surrounded by the Shops at Columbus Circle. (Fig. 1) The installation was futuristic and striking, bearing alarge flatscreen and standing over 8 feet tall. (Fig. 2).
Figure 1 Figure 2
Public Participation Scenario
As people pass the installation, they notice a dynamic and vibrantly colored animation that reads“Reach for the Star Discover the Experience.” (Fig. 3) When they reach for the star or continue to move the screen fades to a “live video magic mirror” of the passersby, their motion creating ripples within thevideo display. This reflection seems to be magical, appearing to place viewers inside of an alternatevirtual world: a 3D-video-artwork blended seamlessly with a unique advertisement. (Fig. 4 & 5) Participants were overheard saying that the experience was like swimming inside of a Heineken bottle.
Figure 3 Figure 4 Figure 5
Panoramic Video
Studio IMC also storyboarded and produced a panoramic video for a 6-screen, 30+ foot display in the Lobby of the Time Warner Center. (Fig. 6) The video features footage shot in the Stone Rose Restaurant, located within the Time Warner Center. Other displays featuring our videos are spread throughout the lobby and there is also a large poster (Fig. 7) on the outside of the building.
Figure 6 Figure 7
The cutting-edge artworks, technologies, and immersive marketing strategies for Heineken High-Tech created by Studio IMC & Promomark. Studio IMC (Interactive Multimedia Culture) is an innovative new media design studio and artist management firm. The company is currently raising captial to open a research lab and exhibition space in New York City. More info at www.StudioIMC.com
Heineken "High-Tech" is an integrated multimedia experience put together for Heineken by Studio IMC.
Interactive programming by James Tunick and Luke DuBois.
To learn more contact Tony Rizzaro at TRizzaro@StudioIMC.com
or James Tunick at JTunick@StudioIMC.com