Young Creative Talent Celebrated By B2B Brand With Mixed Reality Display

Young Creative Talent Celebrated By B2B Brand With Mixed Reality Display
Advertising

Avery Dennison celebrates new creative talent in an innovative Times Square showcase

Piers Fawkes, PSFK
  • 23 may 2018

Avery Dennison, the global materials science and manufacturing company, displayed a mixed reality display in New York’s Time Square as part of the city’s design week.

In collaboration with Arts Thread, the leading, worldwide, digital platform for emerging artists and designers, Avery Dennison ran a contest for young designers to reimagine everyday objects with graphic materials. The four winning designers came to New York to create their pieces of art for the installation, which was housed within the Design Pavilion inflatable centrepiece, designed by Harry Allen Design.

creative talent psfk.com

The installation, a large glass cube, measuring approximately nine feet by nine feet, was powered by VelaDynamic Display System technology to enable the projection of behind-the-scenes footage of the winners creating their designs. Visitors were then able to witness the cube transform from a surface alive with pattern and color, to transparent glass, revealing the winning art. Interactive floor wraps connected by Janela™ smart-products platform also enabled visitors to use their smartphones to digitally engage with the installation, encouraging a QR code match-up and scan challenge, to unlock spot prizes throughout the day and learn more about each of the four designers.

Angus McGuffin, global creative director for Avery Dennison, says:

“We created ‘Bright New Things’ with Arts Thread as a way discover some of the world’s most forward-thinking new designers and artists. We’re looking specifically for people who have a gift for both concept and application—using the materials at hand to do extraordinary things. That combination of creativity with a deep working knowledge of materials, so that one enhances the other, is what Avery Dennison provides to designers worldwide every day.”

Co-founder of Arts Thread Alex Brownless says:

“We founded Arts Thread to provide students and recent graduates with a platform on which to showcase their work both online and offline to a wide range of brands and retailers. Avery Dennison has partnered with us from the beginning, and working with them on this project—with access to their incredible new technology, Vela™ Dynamic Display System—is a huge opportunity for our community of emerging creative.”

Arts Thread | Avery Dennison

Avery Dennison, the global materials science and manufacturing company, displayed a mixed reality display in New York’s Time Square as part of the city’s design week.

In collaboration with Arts Thread, the leading, worldwide, digital platform for emerging artists and designers, Avery Dennison ran a contest for young designers to reimagine everyday objects with graphic materials. The four winning designers came to New York to create their pieces of art for the installation, which was housed within the Design Pavilion inflatable centrepiece, designed by Harry Allen Design.

+advertising
+augmented reality
+Design
+experiential marketing
+Experiential Marketing
+IoT
+mixed reality
+NYCxDesign
+product experience
+technology
+USA
+work

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