Disney Pixar launches an interactive installation for kids in London to give a sneak peak into their latest game.
To celebrate the launch of Kinect Rush: A Disney Pixar Adventure on Xbox 360, enigmatic “pavement” artists 3D Joe and Max created a three day interactive artwork installation in the heart of London’s Covent Garden last weekend. Using 3D street art to frame the experience, the duo painted images of some of Pixar’s best known faces, including character’s from well known children’s films such as Cars, Up and Toy Story, and encouraged kids to interact with the work of art. The installation included a treasure hunt, where children were encouraged to locate gold coins hidden in the tapestry of the image for a chance to win a Kinect console and a copy of the game.
The installation in essence mirrored the experience of playing the game itself: launching yourself into an interactive 3D experience, solving puzzles and uncovered hidden secrets, with the help of characters such as Buzz Lightyear and Mr. Incredible. The recent focus on merging physical and digital experiences through video games is proving to be both engaging and largely successful. With technology such as the Kinect further blurring those boundaries, expect to see further emphasis on the blending of these once polar concepts in the mediation of games, and, of course, in the gaming experience.