In a bid to capture consumers in the lead-up to Christmas (which is—deep breath—less than eight weeks away), HP and Microsoft have teamed up and established a temporary pop-up store in central Auckland, filled with a bunch technological goodies and two rather intriguing art installations.
“Rather than reading about what our technology can do, the pop-up store provides people with the opportunity to try things for themselves – without feeling any pressure to purchase products at the time,” says Paul Boshoff, general manager for the Personal Systems Group, HP New Zealand.
Called Ten O’Connell, the store opened on Thursday night and will remain popped-up for about eight weeks. But HP didn’t want a store that simply popped-up, they wanted one that really popped-out visually and enticed people into the store. Enter the creative devices of &Some— or as they refer to themselves as—creative co-conspirators for a connected world. The result: Two colourful digital installations, which &Some's digital strategist Duncan Blair describes as “reasonably easy” to implement. The first is an interactive art piece featuring a gold frame within which human motion is conveyed in splashes of colour via a motion capture projector (see it in action in the video below).
“People can walk around and wave their arms in front of the frame and it paints their movements on the wall,” says Blair.
The second piece comes to life at night and allows people to change the colour of the interior of the store via social media platform twitter. Simply tweet your preferred color to @hppopshop and presto, your colour will be displayed through the shop windows via a projector inside the store. The colour lasts for a about eight seconds before the next cued colour takes effect.
It’s this second piece that Blair describes as the biggest challenge in the project. “We didn’t realise the whole store was being painted almost entirely black inside. Of course black absorbs light. So we had a few late night’s last week trying to figure out how to make the place light up.”
He says the &Some team solved the problem by sticking a projector inside a big inflatable tube—made of material a bit like sail cloth—which in effect helped to diffuse the light.
If you can’t pop into the pop-up, you can watch the goings on in the store via a live stream at www.colourme.tv.
In the meantime, check out the interactive frame installation in action below.