EXPO OFFICE Design & Branding AUSTRIA BE TOUCHED! by PEYOTE CROSS DESIGN

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AUSTRIA BE TOUCHED!

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Industry Shows, Events & Festivals
Media Design & Branding
Market Austria
Agency PEYOTE CROSS DESIGN
Released May 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: EXPO OFFICE AUSTRIA
Product/Service: EXHIBITION FOR AUSTRIAN EXPO PAVILION SHANGHAI 2011
Agency: PEYOTE CROSS DESIGN
Date of First Appearance: May 1 2010
Entrant Company: PEYOTE CROSS DESIGN, Vienna, AUSTRIA
Content Editor: Peter Drössler (Peyote)
Visual Composition: Andreas Leitner (Peyote)
Head of Programming: Woishi Lean (Peyote)
Programmer: Katharina Mayrhofer (Peyote)
Programmer: Martin Zeplichal (Peyote)
Tracking Programmer: Sebastian Neitsch (Peyote)
Graphic Design: Stefan Salcher (Peyote)
Sound Production and Composition: Susanne Kirchmayr (Indigo)
Composition: Alexander Wagendristel (Wagendristel)
Sound Effects and Ambient: Markus Pöchinger (Peyote)
High-res Panoramic Film Production: Victor Kössl (Wildruf)
High-res Panoramic Film Production: Lukas Riccabona (Wildruf)
Media placement: Interactive Exhibition - Austrian Pavilion EXPO Shanghai - 1 May 2010 - 31 October 2010

Describe the brief from the client
The Austrian pavilion at the Shanghai Expo was constructed on 2,000 sqm, including an exhibition area with more than 500 sqm. In all exhibition areas an interactive, multi media installation on ceilings, walls and floors should attract the visitors, and bring them emotionally in touch with Austria, showing Austria's most attractive assets: "An emotional journey from the highest mountains through forests and across grassland to lakes and waters, finally reaching the city." Fulfilling the pavilion's theme "Feel the harmony", Peyote should bring fun and excitement to the visitors, promoting the country without making use of typical Austrian clichés.

Describe the challenges and key objectives
Up to 1000 visitors per hour have been expected with an average time to spend of 15 minutes. Each of them should have a personal and individual interactive experience without spending too much time with the single attractions. The main challenge was to design a set of interactive stimuli, which reacted fast and individually one-to-one, without holding the visitors up at any stage.
Another challenge was the unusual geometric shape of the rooms, which made it difficult to project entire images on ceilings, walls and floors - Peyote had to develop an own software to de-skew the projections.

Describe how you arrived at the final design
We built an exciting, playful virtual Austria, typical but without stressing clichés; composed of ultra high-res video, computer-graphics, photography, music, sounds and real snow. 72 projectors, 33 computers, infrared- and laser-tracking registered any movement, so each visitor could influence the scenes on walls and floors individually. By throwing real snowballs on a snowy slope in the cooled-down winter/mountains-room, for example, they could start a virtual avalanche. In the "forest" and "water", deers, hikers or boats appeared when somebody touched the wall. The city-area showed different themes of city life, combining ultra high res video in 18 projectors surround-panoramas with interactive elements.

Give some indication of how successful the outcome was in the market
Soon after the opening of the expo the Austrian Pavilion ranked under the top 10 pavilions of the expo. At the end, 3.3 million visitors have seen the interactive exhibition, an average of 1500 per hour – 50% more than expected. As the Chinese audience loved to take holiday pictures of virtual Austria, reams of "virtual holiday snap" virally spread Austrian content in China. Additionally, 80 business-events with 6000 visitors were hosted in the exhibition, attracting Chinese leaders as well as international celebrities such as Arnold Schwarzenegger. The project got the national award for multimedia this year.