Just over a year ago, we ran a story about innovations in 3-D projection mapping. At the time, it was largely a performance demonstration that hadn’t yet become established for commercial marketing purposes. Now it has. This dazzling 3-D mapping stunt was created in Malaysia for the 2012 Hyundai Accent, which will be debuted at the New York Auto Show later this month. The part of the video that is real is the car, which was suspended from the side of a building, and the driver who “walked” to the car and got in to “drive.” The wheels spun, but the rest of the imagery was computer generated. One thing about 3-D mapping films is that they need to show viewers the reaction of the in-person audience and even the behind-the-scene production work to truly appreciate what the producers pulled off. Otherwise, just seeing the 3-D show on a screen would lead many to conclude that the whole thing was done on a computer.
In a town known for its over-the-top decor, the new $3.9 billion Cosmopolitan Hotel, which opened on the Las Vegas Strip in December 2010, is a show-stopper from the moment you walk into the main lobby. Designed by Digital Kitchen, the interior of the resort greets guests with a dazzling electronic art installation. Digital images dance up and down towering illuminated columns, dreamlike and surreal. Technology is integrated seamlessly into the design, offering the flexibility to change and refresh the texture, character and mood of the interior from a central control. It’s entertainment. It’s art. It’s a respite from the slots and roulette table.
With the global population expected to top 7 billion people in 2011, National Geographic magazine has produced a 7-part year-long series providing a profile of the world’s population. The information is fascinating, and from a design point of view, it shows the effective graphic use of the magazine’s yellow and black brand colors and yellow rectangular frame logo, which has been around since the magazine began publishing in 1888. From a marketing strategy perspective, it gives us a lot to think about.
Turnabout is fair play. Andy Warhol used pop stars, pop culture and pop products to create pop art, and now Dom Perignon has returned the compliment with advertising in homage of Warhol’s iconic silkscreen stencil style. The ad was inspired by Warhol’s March 8th, 1981, diary entry in which he talked about getting together with 20 friends and buying 2,000 bottles of Dom Perignon that they would keep in a sealed room until the year 2000. In an aside comment, Warhol wrote, “the running joke is who will be around and who won’t…” Warhol, who died in 1987, didn’t live to see the day, but he certainly drank plenty of Dom Perignon in his time.
Recently, Dom Perignon commissioned the Design Laboratory of Central Saint Martin’s School of Art and Design in London to reinterpret its famous champagne bottle in a manner that Warhol would love, using Warhol’s signature red, blue and yellow color combination.
Two questions: What happened to the 2,000 Dom Perignon bottles that Warhol and friends stashed away in 1981? And did anyone break them open in 2000 and toast in the new millennium?
Visual tone of voice – it’s a much-discussed concept in design. How do you let the product, company or service speak for itself through choice of typography, color, pacing, and style of imagery? How do you communicate mood, energy, personality, urgency? What we liked about this video by Beth Fulton of b.fulton multimedia production in Atlanta is that you can feel the frenetic quality of the poem by screenwriter/actor Todd Alcott, even without hearing Alcott’s frantic voice. First look at the video with the sound on and then watch it again with the sound off. Consider how different the poem would have felt if the typeface was more ornate or the pacing was less erratic and staccato. Although the Fulton/Alcott video is more compelling than, say, giving expression to a brand, it does show us that when the visual tone of voice is on target, the message is far more memorable.
Just when traditional annual reports have all but disappeared in the business world, a guy named Dan Meyer in the beach town of Santa Cruz, California, has produced his own personal 2009 annual report in video format. A high school math teacher by day, Meyer aimed for the kind of accuracy that even an independent auditing firm would admire. On his blog, he credited his speed in getting his report out so fast to having a “working knowledge of a) the degree measure of angles, b) proportions, c) percents, d) coordinates, e) 3D space, f) modular arithmetic, and g) linear interpolation. “ He adds that he even calculated an integral.
A national not-for-profit organization, the New Zealand Book Council promotes reading in general, but with a particular emphasis on New Zealand writing and writers – “our own artists, stories, and point of view.” In this video, the Council brings the printed page to life by turning the paper itself into stop action animation art to move the story forward. For the video, it chose one of the nation’s most celebrated books, Going West, by New Zealand literary giant Maurice Gee. The book, published in 1992, describes a steam train journey across the country, and the title was adopted as the name of the Auckland region’s first writers’ festival in 1996. The Going West festival now draws over 350 writers and performers to Waitakere City for the annual literary event. We couldn’t find anything on the Internet about the creative team behind this video. If anyone knows, please share it with us in the Comments box.
From Netherlands-based design firm, NuFormer Digital Media, comes a new way of projecting three-dimensional images onto a building exterior. Custom-designed to fit any building façade and scale up to any size, the video mapped objects are made visible by a set of powerful projectors. Without physically constructing new architecture or permanently altering the streetscape, NuFormer hardware/software technology enables users to transform an outdoor public space into a virtual yet live experience. Consider the possibilities to communicate, entertain, educate. Think of how 3-D projections can be used for advertising, product launches, conferences, concerts, festivals. This is a whole new medium waiting to be tapped.