Coca-Cola has digitalized its iconic bottle image in a fountain. The Cascada exhibit in Quito, Ecuador features the 52-foot-tall installation created by a London-based production studio Nexus Interactive Arts.
Photo: Coca-Cola’s Cascada interacting with users, from www.fastcompany.com
Big brands are trying hard now to catch their customers attention and capture their imagination with immersive digital projects. Nokia is to strike Londoners with a 4D projection soon, while Reebok has just set a Guinness Record with the biggest 3D painting in the world.
Coca-Cola’s installation was launched on November 17 after eight months of preparation and construction at the El Condado shopping center in Quito. An exclusive technology developed by NIA gives spectators a 3D experience that looks like a real torrent of water. The ‘water’ falls down with a colorful bursts and creates a three-dimensional effect available without special glasses, says Fast Company.
Viewers can interact with the installation standing inside of a hub area and facing the screen. As their motions are captured they are mirrored back at them in negative space on the vertical stream. The interaction is a part of Coca-Cola’s campaign that targets youth with a simple message: don’t be just a viewer, participate!
Using different gestures, people can influence the movement of the waterfall. A group standing in a circle holding hands would cause the water to increase in volume and completely fill up the top half of the screen. The waterfall is supported by realistic sounds of pops and splashes that correspond with the user’s actions.
“The expectation of most people in the field is that undertakings like Cascada and The Creators Project have to be launched in New York or London,” says Cedric Gairard, an executive producer at Nexus. But this move is bringing social media penetration in Latin America to the next level.
After the presentation in Quito, Ecuador, which will last till the end of December and is expected to be seen by nearly 2 million visitors, the installation will be touring across Honduras and Colombia early next year.
Photo: Coca-Cola’s digital bottle, from www.fastcompany.com
