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Cinematic Wall Projections, Philadelphia

I was visiting Philadelphia at the beginning of this year and was compelled to go into the lobby of a building after seeing this:

It looked like your usual corporate high rise building from the outside but it was far from it on the inside. I ended up standing in the lobby, watching and filming for about 20 minutes. What was fascinating was the way that the seamless visual projections disappeared leaving only a wooden wall. The fact that the images were framed around the gaps in the walls left me scratching my head as to how they got this effect.

You are probably familiar with IMAX cinemas now that project movies onto large flat screens. OMNIMAX or OMNI theatres which were popular in the 80’s had films projected onto a curved or dome-shaped screen. IMAX theatres are more common for movies whereas OMNI are used for documentaries and atmospheric films where the aim is to give the impression of surrounding the viewer. So in the video above, it is as if the two forms are combined.

Films that I can recommend if you have a large plasma screen or projector are those directed by Godfrey Reggio and known as The Qatsi trilogy:

Koyaanisqatsi (Life Out of Balance)
Powaqqatsi (Life in Transformation)
Naqoyqatsi (Life as War)

I started to imagine what these projections would look like if combined with social media. You could have all the tweets in the world streaming through from twitter, Facebook interactions (Likes, Comments and Shares) and Foursquare check-ins. It would be a wall of words; a frenzy of activity on a static surface. It would be a good way to illustrate the extraordinary pace people live at in 2010. Take this to the next level and maybe you could have projections on all of the walls in your house. Grey skies and rain in London? Not anymore. A flip of a switch and you have either a static beach image from Barbados or a slow pan over the Copacabana in Rio de Janeiro. Getting tired? One click of a button on a remote and you have the most beautiful sunset you have ever seen.

I think the retail industry should also embrace this idea much more to reflect the mood in their stores. That way, no two visits to the store would be the same. It would be a constantly evolving experience. Maybe combine this with social media and allow consumers to tweet so they appear on the wall? In a previous blog post, I looked at how the retail industry is using augmented reality (AR) and quick response (QR) to bridge the gap between the online and offline worlds. I still believe a lot more can be done to engage with consumers.

Has anyone seen anything like this with regards to social media and retail? If so, please add a comment with links to videos/blog articles.


About David Lowe

Founder / editor at Origin of Cool (www.originofcool.com) and World Sport Bloopers (http://www.worldsportbloopers.com). Talk to me about building online communities, social media, online advertising and cool stuff. Love ping pong!


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