zaterdag 7 december 2013

Christie’s Canadian Headquarters

Bigger. Smarter. And more engaging. Over the last 3 years, a new generation of video walls has emerged. Thanks to more refined technologies and content strategies, these new installations allow brands and corporations to engage with their audiences like never before. From a simple large format display, we have transitioned to truly experiential destinations that captivate audiences and become an important hub for multi-platform marketing strategies.

Our team has had the opportunity to develop a variety of experiential video walls – each project coming with a unique set of objectives and challenges. In turn, compelling us to reflect on the way that we assemble the many components of a large canvas installation, from digital content strategy to the installation’s environment and how users interact with digital destinations, to the type of technologies and experiences –  always depending on the business context.

Every large format installation that we’ve developed has reinforced one concluding fact: There is a science to video walls, and the optimal return on investment lies in its vision and key ingredients. Following are some digital inspirations produced by our team.

The 24K Video Wall and Multi-zone Lobby Experience
While the industry addresses the challenges behind producing and managing content at 4K, the video wall developed for Christie’s headquarter in Cypress, California gave us an opportunity to showcase a 24K experience. Featuring Christie’s MicroTilestechnology, this immersive lobby experience integrates an angled, irregular shape display, an interactive app that controls the wall in real-time, a playback system that drives a 23,760 x 2,700 content canvas and a digital art-driven content strategy. The project was rewarded with a DSA Gold Crown Award for Best Content in the Point of Wait category.
Adapting this experience to a vertical structure of 116 MicroTiles, Christie’s Canadian Headquarters features a multi-zone digital lobby (see top video). Both of these Christie projects share the same core content strategy, but all components have been adapted to each context, among which include the content and playback strategies. This project has received a Silver and Bronze 2013 DSE Award for Best Installation (Apex) and Best Content (Content) in the Business, Industry and Government category. 

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