What better time of year to pause, appreciate and give thanks to all of the incredibly creative minds within the experiential marketing community. Here’s a look at some recent projects that are keeping us inspired.
Wonderspaces began delivering experiential art exhibitions in early 2016. Based in LA, they partner with artists to create traveling shows that run for about 3 months. Their mission is simple, “Create shared understanding through shared experiences.” The team at Wonderspaces believe that moments of shared understanding are a fundamental human need and that they serve as the springboard for spreading new ideas.
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LOCKHEED MARTIN EXPERIENTIAL CHALLENGE
“Think Inside the Box” is the latest activation by Lockheed Martin and agency partner McCann. Together, they are on a mission to find the greatest engineering minds at top universities across the US. To do so, they have designed a 14-foot-tall, gleaming black box that can only be opened by solving one of the world’s most impossible aerospace equations. Take a look at the first stop on Lockheed’s recruiting tour, where nearly 900 Virginia Tech students competed for the grand prize of a possible job at Lockheed Martin. The 360-degree kaleidoscopic ode to the stars is housed in a 6-ton box finished with high gloss auto paint and an internal truss constructed out of laser-cut and CNC bent aluminum.
MARTIN GARRIX IMMERSIVE FAN EXPERIENCE
In support of Garrix’s new book, LIFE = CRAZY, Microsoft AI teamed up with the superstar DJ to create an immersive fan experience called The Kaleidoscope. Launched in Amsterdam, fans were invited to connect with Martin Garrix in a truly personal way. Powered by Artificial Intelligence (AI), the Kaleidoscope experience begins with a fan selfie that is used to generate a web of similar photos from Garrix’s life which are then projected, refracted, and reflected in a mirrored hallway creating a completely customized experience for each fan allowing them to explore the unexpected connections they share with their favorite DJ.
NIKE GETS PERSONAL
Personalization is all the rage these days. Nike, a bastion of innovation, is leading the charge by creating a personalized retail experience at their new 68,000 SQ FT flagship store in NYC. Nike’s House of Innovation gives customers the ability to create unique sneakers and apparel in the customization lab, see how their new outfit will look in a variety of lighting conditions from yoga studio to gym, and receive one-on-one consultations from athletes. There are interactive opportunities to geek out on sneaker history they’ve integrated their app to create an immersive and effortless retail shopping experience.
With all the exciting advancements in tech, it’s easy to forget that you can create powerful experiences by combining simple materials with thoughtful design. As part of the recent LLUÈRNIA festival of light and fire in Catalonia, David Oliva of Barcelona-based SP25 Arquitectura and Anna Juncà of firm Atelier 4 have created a spectacular flow of lava made up of over 10,000 folded pieces of paper. Titled Origami Lava, the piece is affixed to an abandoned building in Olot, a town surrounded by dormant volcanoes. Strategically placed lights and smoke machines illuminated the fortune teller origami elements, creating the illusion that the building was erupting.
We are a unique collective of ambitious makers, doers, and dreamers that work as one to push forward the power of what’s possible.
FG|PG was founded nearly 21 years ago. Today we’re one of the largest woman-owned, WBENC Certified, live, hybrid and virtual experiential agencies in the US. That trajectory isn’t accidental. It’s the result of a commitment to continually evolve, to never stop learning, and to always listen to our clients’ needs.