Immersive storytelling with WATCHOUT

With its usual date with Moda Uomo of Pitti fashion fair on the horizon, luxury brand Blauer USA turned to DrawLight Immersive Studio for an innovative and original concept that would embody the history, quality of materials and lifestyle of the company's designs. 

"Motivated by the challenge brought to us from Blauer USA, we created a solution that breaks the mold, welcoming visitors into an immersive brand-storytelling experience: the Blauer Cube Experience," says Lorenzo Beccaro, co-founder and technical director, DrawLight.

The traditional concept of the Blauer booth was completely redesigned and integrated with a centrepiece 3x3x3 meter immersive cube with back-projection. DrawLight filmed 360° content in New York for the cube and created a hypnotic cinematic sequence combining glimpses of New York, geometric animations and original visual effects. A Dataton WATCHOUT multi-display system worked with three high-power projectors to provide synchronised playback of the footage on the cube's three walls throughout the four-day event in Florence, Italy.