Vermilion Pinstripes helped Avery Dennison unveil the Vela™ Dynamic Display System, a technology that transforms glass into a projection screen, at Design Pavilion during NYCxDESIGN in New York City.
A press release was distributed to the media inviting them to participate in the live streaming of the works of four emerging artists – winners of the Bright New Things competition, a collaboration with artistic launchpad Arts Thread.
These works were created with Avery Dennison graphic materials and shown in a revolutionary technology-powered installation in New York City’s Time Square between 12-20 May 2018. The installation was streamed ‘live’ during its entire run. The entire campaign was showcased here.
Avery Dennison, the global materials science and manufacturing company, is challenging the possibilities of how technology can elevate ordinary surfaces into extraordinary interactive spaces with the unveiling of Vela™ Dynamic Display System.
The large glass cube installation, measuring approximately nine feet by nine feet, was wrapped in Vela™ Dynamic Display System materials to enable the projection of behind-the-scenes footage of the winners creating their designs. Visitors witnessed the cube transform from transparent glass to a surface alive with pattern and colour, revealing the winning artwork. Interactive floor wraps using Janela™ smart-products platform enabled visitors to use their smartphones to connect directly to the installation, encouraging a QR code match-up and scan challenge, to unlock spot prizes throughout the day.
Francisco Melo, Vice President and General Manager of RFID at Avery Dennison, commented: “Technology and materials science are creating new and exciting opportunities for how we interact with everyday objects and spaces. The Bright New Things installation is a showcase of how connected technology can be used to create more personalised, deeper and exciting experiences. Vela™ Dynamic System was conceived as a dynamic window advertising system, but we hope via the showcase at the Design Pavilion we have illustrated the endless opportunities for how it can be used not only by retailers to revolutionise store fronts but by architects and designers to transform spaces and environments and enhance an experience at a click of a button.”
The winners of the Avery Dennison and Arts Thread Bright New Things competition were emerging artists Kate Smith, Theo Payne, Mel Edwards and Lara Torrance.
The installation was streamed ‘live’ during its entire run in New York City’s Time Square.
Vermilion Pinstripes is a sales marketing and communications agency based in Port Macquarie, Australia and in Singapore.
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