Luxoom - Work

SUMMARY
As one of the status cars for the rising affluent Chinese elite, the C-Class represents a dream of luxury, mobility and urbanity. The new generation Mercedes-Benz C-Class Launch in Beijing had to initiate a more progressive era and convince 800 guests from the media, VIPs, top customers and the Mercedes-Benz management of its relevance.

Luxoom supported Avantgarde Beijing with Stage Design, Mediatecture and Content Concepts and Production, Interactive Installation Design and Execution as well as Live Show Direction.

THE BRIEF
C-Class is a luxury car targeting the elites. It was about to hit the Chinese market and had to be launched with a big bang, an impressive stage presence while allowing guests to already create buzz about the new product from inside the reception area.

THE CHALLENGE
Invitees needed to be entertained and intrigued by detailed features of the new product displayed inside the reception area while registering and waiting for the show to commence. The show needed to reach out to 800 guests in one massive event space.

THE SOLUTION
At the mingle area, guests' attention was kept with an interactive installation. Three interactive media columns made of seamless LCD screens encouraged guests to discover new product features and the true beauty that lies inside the car. Both the actual user and audience standing behind benefitted from the interaction.

Designing a stage for 800 guests was - literally - a huge challenge. It was solved by creating a formation of angled projection surfaces, referencing Mercedes-Benz trade fair architecture. It had maximum impact with a surprising media content spectacle - guaranteeing good view from all angles. All show media content was wrapped around the architectural unconformity. As a show highlight, the center of the stage opened to allow a formation of cars driving out - showcasing the entire model range.

SUMMARY
The Cooper S is MINI's performance flagship – same form factor as the MINI Cooper but equipped with a performance boosting engine. Around this engine, Luxoom created a show that was bold and powerful, leading the visitors from the first 'bloody hell' through an Cooper S experience and finally directly on the race track challenging them to match the 'cheeky devil' Cooper S.

We supported Avantgarde Shanghai with design and technical planning of the show, media concept and production including motion effects, 3D and sound design.

THE BRIEF
Bring a MINI Cooper S experience to top car media involving a crazy-British show concept set in a race pit, feature the roaring engine of the MINI Cooper S and enable direct access to the test drive.

THE CHALLENGE
Narrow racing pits, low budget and high expectations. The Chinese automotive press had to be impressed with a 'never seen before' show, specifically created for them.

THE SOLUTION
The combination of 16 screens, 4 video sources and a great deal of sound planning led to a versatile mediatecture, that integrated the Cooper S engine and allowed the audience to walk through the setup and directly onto the race track after the show.

SUMMARY
Working on the undisputedly most anticipated launch of 2011 in China asked for doing things differently. With an estimated 70% of buyers new to the brand a full new universe of brand experience needed to be created. Why would people buy into Land Rover just because of the Evoque? It’s because the Evoque, like the iPad and iPhone is a game changer. Its disciplined design sense and awesome drive capabilities shift the Evoque from car to coveted lifestyle ‘must have’ – the core of what needed to be brought to display for the launch.

Luxoom supported Avantgarde Shanghai with Interior Design and Mediatecture, Content Concepts and Mapping Projection as well as Interactive Sculpture Design and Execution.

THE BRIEF
Design, technology, sustainability and luxury were the 4 topics to be featured at the launch showcase. The showcase had to be youthful, playful and stylish.

THE CHALLENGE
Product called for a different concept of car launch – create the 'apple' impact.

THE SOLUTION
As the Evoque can be understood as design and lifestyle wrapped around its driver, the welcome area was a design space folded around the visitor journey alike. Media sculptures displayed different aspects of design, technology, sustainability and luxury like artworks arranged in a gallery space. Intelligent interactions gave the visitors a straightforward idea of the Evoque’s character.

20 iPads arranged like swaying reeds interplayed and interacted with the visitors. Neatly designed waves of pictures flow from the point of interaction and provided the visitors with an idea about the luxurious quality of materials and design elements in the Evoque. Using iPads zeroed the interaction barrier and visitors happily explored the luxurious character of the Evoque.

Talking about sustainability, it quickly became clear that a ‘green’ interface was needed. ‘Green’ for Luxoom as well as for Land Rover goes beyond the pure color, rather defines a natural and sustainable approach. Working in a dedicated real-time 3D environment for the interactions did the trick – dandelions moved in an air flow, were affected by sunlight and during interaction revealed sustainability info.

Where other brands talk about technology and performance figures, Land Rover prefers style and inspiration. A lasting impression of the car was its colorful design aura, which was established by a mapping projection on the car and the surrounding stage. This distinctive element showed the Evoque in a completely new light.

SUMMARY
All in all, the iPad Mosaic not only serves as a digital platform for an audience to explore content, but itself also becomes a design element. And with regards to content, clients don’t need to worry if there is not enough to show: the iPad Mosaic grasps the audience's attention, leverages the media experience with only few pictures and opens up an universe of interactive playfulness.

Luxoom supported HLD Event with Mediatecture, Content Concepts, Development and Interactive Installation Design.

THE BRIEF
Ducati and Diesel, the two iconic Italian brands, chose Shanghai as the kick-off location for their long-anticipated collaboration.

Luxoom was invited to create an interactive, digital gallery installation for the teaser campaign, which would feature the product shots of the collection and create buzz for the upcoming China launch.

THE CHALLENGE
As both brands are benchmarks for style and trend in their respective fields, Luxoom was asked to come up with a design that reflects this aspiration. People’s attention needed to be grabbed from a distance and to be encouraged to come over and explore.

The tease campaign was held in a downtown shopping mall featuring a product display and industrial feeling set-up. Content displayed in the gallery was a combination of product shots, brand video and product information.

THE SOLUTION
The iPad Mosaic allows an artsy shape and offers interactive experience. Instead of traditional TV screens, Luxoom opted for iPads as display medium, as it provides various possibilities for screen arrangements and interesting physical shapes.

For Ducati, we created a dashing arrow-shape composed of 20 iPads, which demonstrates the Monster Diesel’s speed and power. The artsy shape was highly recognizable from a distance and helped to draw attention.

The iPad Mosaic presents content in a fresh and interesting way - pictures and video sequences got deconstructed, create focus points and take positions originating from the audience's position of interaction. The iPads transform the photo display into an interactive experience encouraging the audience to engage and explore. Different content is paired with color identifiers to present an intuitive navigation.

SUMMARY
The German insurer HMI – taken over by ERGO recently – was to be renamed in a big show to ERGO pro. It needed a big bang to let go of the old brand name and to unit all its employees under the new roof. Luxoom made it happen with a huge 3D stage matching projection that transformed the old logo into the newly created one, showing how much positive power was merged in the new brand.

Luxoom supported MetaDesign Berlin with technical planning, consulting and media production for the 3D matching projection.

THE BRIEF
Develop a matching projection together with the creatives of MetaDesign that builds a powerful 30 seconds transition from one company logo to the other.

THE CHALLENGE
The stage was long planned before the idea of matching projection came up – making it tricky to find ways to create a huge immersive three dimensional experience.

THE SOLUTION
Pre-building the mapping in a virtual 3D environment helped to support the design, easily showing what effects and approaches worked best on the given stage. Based on those results a perfect solution could be created that fitted with the wide seating arrangement of the audience bringing major impact to the show.

SUMMARY
Luxoom's live experiences transform common team building activities into engaging games with rich digital interactive programs, while delivering the message behind the corporate management culture. It goes beyond attendees having fun, by establishing bonds and playfully exhibiting leadership values – leaving each team with a stronger impression.

Luxoom supported Greenkern Beijing with Content Concepts, Production and Interactive Installation Design.

THE BRIEF
Develop a concept for the introduction of BMW's five leadership values as a highly interactive team experience.

THE CHALLENGE
The interactive experience should bring the values to life and convey them in an entertaining and memorable way that gets people engaged and excited. The introduction of the different values were supposed to work under an overacting storyline to give the whole event a theme and a goal. All interactive experiences needed to be playable by teams and aim at fostering team spirit, team interaction, and encourage individuals to think about the issues of guiding and inspiring those around them.

THE SOLUTION
Five tasks corresponding to BMW's leadership values were developed. Tasks could only be solved by teamwork and challenged all participants in new and surprising ways. Using interactive technical equipment gave the entire management workshop a speical twist and created a long lasting impression.

SUMMARY
Siemens exiderdome – the traveling exhibition hall from Siemens Automation and Drives Division – toured the world from 2005 to 2008. The exiderdome's highlight was the welcome show: a transforming showroom with a 34 meters wide projection screen, that surrounded the room and immersed the visitors into why behind everything in life, there is a little bit of Siemens.

Luxoom developed the idea and content concept, oversaw the technical planning and implementation as well as the gobal and local production of the show.

THE BRIEF
Showcasing the relevance of Siemens in everyone’s daily life and connecting each region to Siemens Industry's products and services.

THE CHALLENGE
The main challenges were to showcase a major global company as a potent local partner, to generate relevance for different target groups – from public, over media, to government and b2b-clients. Attention needed to be drawn on a broad and complex topic with a show that could be shipped, assembled and dismantled in short time again and again all over the planet.

THE SOLUTION
A changing multimedia room immersed the visitors in a highly interactive exhibition and took them through a journey connecting automation and electricity supply in their daily life. On the 12,000 pixels wide projection screens that ran around the room, an introduction film was made especially for the exiderdome with a variety of regional adaptations to establish the identification of Siemens as a local partner. The physical transformation of the room gave an extra depth to the message and linked to the automation capabilities of Siemens. The audience became part of the show and was drawn deeply into the world of Siemens Industry.

SUMMARY
Mercedes-Benz has set itself the mission to build the safest vans in the world and gives unconditional devotion to vehicle safety. It is this intention that fundamentally differentiates Mercedes-Benz vans from any other products in the respective market. It is also this intention that drives the endless innovation and improvement of their safety technologies.

At the Interactive Safety Centre, Mercedes Benz offered visitors the possibility to experience a driving situation where safety counts, interactively showcasing how their Sprinter van excels.

Luxoom supported Fujian Benz with Mediatecture, Content Concepts, Development and Interactive Installation Design.

THE BRIEF
Design and develop an Interactive Safety Center within Fujian Daimler’s 1000 sqm outdoor booth at the Beijing Auto Show. The Safety Center had to provide a space where visitors could explore the sprinter safety features in an interactive way.

THE CHALLENGE
Delivering the serious topic 'safety' in a fun way, catching the audience's interest and create a link between 'safety' and the brand.

THE SOLUTION
A safety island attracted visitors' interest with its eye-catching design and media columns teased the safety topic. Visitors were directly addressed by the installation by having their individual silhouettes isolated and put into the different content environments – building up a personal and real-time link to the different safety topics. The visitor then could interact in the different games – for example by transforming the silhouette shape into a highway where the visitor could challenge the Sprinter's ESP system.

SUMMARY
The Shanghai Putuo city government – responsible of the new Putuo Urban Exhibition Hall – wanted to give its visitors an interactive overview about the Putuo district's features. A circular interactive table gives a 360º real-time access to a 3D city model – playfully showcasing district features.

Luxoom created the interactive table for This Way! Shanghai, including technical planning, content development and production.

THE BRIEF
Create a digital table as the main exhibit of the new Putuo Urban Exhibition hall that goes beyond the common 2D interfaces and allows direct access to the district's features and history.

THE CHALLENGE
To create a 2m diameter round multitouch table with a live 3D engine that – while serving up to eight visitors at a time – still gives an individual experience with high quality standards.

THE SOLUTION
Together with the Putuo government, we created content for a typical but genuine city element with a river that was translated into a day-to-night 3D scenery. Highlights in the model mark interactive contents and gave visitors an intuitive access to the navigation.

In a cooperation with Omega glass Germany a surface was selected that allowed for a world-first round table construction with superior rear projection quality. A live 3D application - developed on the Unity3D platform - rendered multiple visitor interaction with 3D content.

SUMMARY
Mediamarkt opened its doors in Shanghai in late 2010 – and used the Expo 2010 to create attention for this upcoming event. By creating a casual and Mediamarkt-branded space containing corporate stories, its targets were to create a positive corporate image and to attract future employees.

We supported Uniplan Köln in designing, planning and producing the contents of the Mediamarkt space in the Düsseldorf Pavilion (UBPA).

THE BRIEF
Develop a mediatecture story that fits with Mediamarkt's young and lively image and into the given 36 m2 Expo space.

THE CHALLENGE
The space left almost no space for architecture, taking visitor's shadows and the geometry into consideration. Additionally the budget was tight and put limits on the hardware to be used.

Merge the different Mediamarkt stories and the provided space into one single visitor experience, always considering the close link to the company.

THE SOLUTION
Several employee stories on LCD screens around the room were integrated into an architectural projection, interactions reached out over the limitations of the screens and created one unique experience together with different graphic scenarios and architectural forms.

A photobooth installation linked via QR codes to the internet, allowed visitors to playfully integrate themselves into the Mediamarkt universe.

SUMMARY
The UAE was one of the major contributors to the World Expo 2012 in Korea – winning a silver medal for its pavilion in Yeosu.

Luxoom supported the Exponential Group with technical planning and consulting as well as supervision of media and interaction design for the whole expo show.

THE BRIEF
Exponential Group approached Luxoom to bring in our technical and design expertise to assess and control the show, interactive and media components of the UAE pavilion.

THE CHALLENGE
Encouraging international as well as local suppliers and designers to cooperate on show, interaction and media components, creating feasible and high-standard solutions to form one breathtaking UAE experience.

THE SOLUTION
Luxoom controlled the development of the planning phase with consulting, reports and BOQ assessments, as well as assisiting all vendors in creating products that met technical and design standards. We ensured that all expectations were met and all agreements were implemented. On site Luxoom supervised the execution and worked on finding solutions for last minute design and technical challenges.

SUMMARY
Luxoom contributed to the world launch at Shanghai – but the pinnacle proved to be the Beijing Launch. In three weeks production time we transformed the Park Hyatt Beijing's Ballroom into a stylish airfield and had the Panamera – virtually - flewn in. A show that was up on social media platforms Youku and Tudou minutes later and gave goose pimples to everyone involved.

We supported Avantgarde Shanghai with design and technical planning, media concept and production, live show direction as well as production of all other media presentations of the event.

THE BRIEF
Deliver the Porsche Panamera from Leipzig to Beijing and give the Beijingers the feel they are first to get their hands on this new luxury car.

THE CHALLENGE
Extremely short preparation time and expectations higher than the sky about the Panamera's great entrance.

THE SOLUTION
The ballroom was turned into an airfield. By means of stage design and an exact performance, an aircraft body was built – and became visible at the right moment of the launch film. Out of its cargo hatch the Panamera came – rolling on a cat walk through visitors' applause.

SUMMARY
The biggest VW event in China in 2012 – launching the 21st century Beetle. Luxoom won the concept and design in close cooperation with Avantgarde Beijing and succeed during the second step in the tender for content production – producing all video and presentation contents for a great evening of 'Rocking the Beetle live!"

THE BRIEF
To turn the VW Beetle into the emotional brand ambassador for Volkswagen in general and reinvigorate the entire brand creating interactive show media and presentations under the motto of 'Rocking the Beetle live!"

THE CHALLENGE
To create moments of life that one can associate with and yet always relate to the VW Beetle.

THE SOLUTION
Our guests entered the venue 'from backstage' and found themselves as the audience of a rock concert. The Beetle was our hero act, supported by a live band. Our audience became part of the overall atmosphere, due to the usage of show effects borrowed from rock concerts. They’re not spectators anymore - now, they’re fans.

The show revolved around “Rocking the Beetle life!”. The message activated the audience and involved them in the overall Beetle experience. The generated content was bold, interacted with live acts and the cars moving around the stage – a grand and multi-facetted show that directly included the target group and turned them into fans.