Project Summary

Canon HQ Dubai commissioned our lab in partnership with ithink Dubai, to produce a series of interactive installations to promote Canon products and create a dynamic, technologically cutting edge experience.

Brief

The client asked us to strategize and design several technological solutions for their internal B to B strategy and technology fair in Dubai. The goal was to promote the Canon brand through a creative, futuristic use of their diverse technology products. Our lab realized an augmented reality selfie photography booth using Canon cameras, projectors, and printers, to offer a playful experience where participants could see themselves juxtaposed with diverse, interactive backgrounds in real time, and subsequently print these images as lasting memories. We additionally created holograms and projections for a virtual Canon store where guests could engage with Canon products as 4D simulations to learn more about their capabilities.

Approach

Thinking unconventionally, we transformed seemingly common, consumer products (cameras, printers, projectors, etc…) into advanced, technically sophisticated tools. Our goal was to show how everyday technology can have the potential to create extraordinary experiences. For these installations, we imagined several solutions: We designed a special app that switched the backgrounds of images captured in real-time by a Canon EOS 5D in a photobooth. We also used Canon laser projectors to simulate a digital 4D store, where a guest could choose a product from a screen and it would virtually float over their hand, then trigger a holographic hostess to describe the product.