Contact Information

3 World Trade Center 175 Greenwich Street
New York NY 10007
Estados Unidos
Telefone: 212 210 7000
Email:

Naomi Troni

Naomi Troni

Global Chief Marketing & Growth Officer

Telefone: 00(646) 522 9779


Basic Info

Competências Essenciais: Publicidade/serviço completo/integração, Digital, Mobile Marketing, Social Media Marketing, E-Commerce, Optimização de motores de busca, Serviços de marketing, Promoção de vendas/ponto de venda, Marketing direto/Telemarketing/ Database marketing/CRM, Branded Content/Entertainment, Investigação de mercado / assessoria, Marketing Technologies/Analytics, Comunicação institucional, Planeamento estratégico, Saúde, Finanças, Tecnologia, Serviços on line, B to B, Retalho, Beleza, moda, artigos de luxo, Viagens e turismo, Consumidor

Fundada em: 2019

Holding: WPP (London, Reino Unido)

Prêmios: 122

Trabalho Criativo: 152

Competências Essenciais: Publicidade/serviço completo/integração, Digital, Mobile Marketing, Social Media Marketing, E-Commerce, Optimização de motores de busca, Serviços de marketing, Promoção de vendas/ponto de venda, Marketing direto/Telemarketing/ Database marketing/CRM, Branded Content/Entertainment, Investigação de mercado / assessoria, Marketing Technologies/Analytics, Comunicação institucional, Planeamento estratégico, Saúde, Finanças, Tecnologia, Serviços on line, B to B, Retalho, Beleza, moda, artigos de luxo, Viagens e turismo, Consumidor

Fundada em: 2019

Holding: WPP (London, Reino Unido)

Prêmios: 122

Trabalho Criativo: 152

VML

3 World Trade Center 175 Greenwich Street
New York NY 10007
Estados Unidos
Telefone: 212 210 7000
Email:
Naomi Troni

Naomi Troni

Global Chief Marketing & Growth Officer

Telefone: 00(646) 522 9779

J. Walter Thompson Intelligence: The Lab At Panorama

Emma Chiu, Creative Innovation Director at J. Walter Thompson New York offers us a glimpse into one of Manhatten’s newest music festivals and it’s creative immersion in tech.

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A new music festival makes space for the emerging stars of experiential tech.

The debut edition of the New York music festival Panorama offered up its share of crowd-pleasing acts, but more unusually, it also gave top billing to a new breed of rock stars: experiential technologists.

Goldenvoice, the organizers behind California’s Coachella music festival, partnered with tech media company The Verge to debut Panorama on New York’s Randalls Island. The festival stood out for its heavy emphasis on immersive tech. The Lab, a tech space curated by experience production company META.is, housed seven interactive installations by New York–based digital artists, as well a show-stopping 70-foot VR theater inside The Dome, and the exterior’s projection art is produced by VolvoxLabs.

Arcade Fire at the Panorama stage on day one. Courtesy of Panorama Music Festival The Lab. Photography by Nikki Jahanforouz

Even during performances by headlining music acts, the line into The Lab remained jammed, which META founder Justin Bolognino said demonstrated the success and demand for immersive tech in a festival setting. “This is tech amplified,” he said. “What we are proving here is that we can use tech to foster human curiosity and joy.”

Once inside The Lab, crowds of festivalgoers could jump inside a motion-responsive bouncy structure shaped like intestines (Visceral Recess by Future Wife) or swing on sound-responsive cocoons (Hyper Thread by Dave and Gabe). Infinite Wall by Gabriel Pulecio was an enclosed, mirrored installation that captured movement and translated it into light and sound. Reflection Study by Zachary Lieberman created visual art from objects and light.

Hyper Thread by Dave and Gabe Infinite Wall by Gabriel Pulecio. Photography by Nikki Jahanforouz

In The Dome, visitors lay on their backs and stared wide-eyed at 360-degree artworks projected on the ceiling. Bolognino said the installation was a way to bypass the isolation imposed by typical virtual reality setups. “I see domes in the public setting as the communal VR experience,” he said.

“The client cried because they were so overwhelmed by the experience and my five-year-old daughter ran out halfway in because she was scared,” Bolognino continued. “It’s an emotional experience.”

In March 2016, the Innovation Group reported on the rise of experience culture at festivals.

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Check out the original J. Walter Thompson Intelligence post here.

All images courtesy of Panorama Music Festival