O2 Sculpture, 2004

O2 Flagship-Store, Munich, Germany

In 2004 the O2 cell phone com­pany pre­sented its first Ger­man flag­ship store in the city of Mu­nich. The cen­tral fea­ture of the shop is an 18 me­tres long in­ter­ac­tive mul­ti­me­dia strip.

This in­ter­ac­tive sur­face pro­vides cus­tomers with a whole new shop­ping ex­pe­ri­ence. In­no­v­a­tive media de­sign whisks vis­i­tors off to the world of O2 cell phones. The spa­tially con­ceived in­stal­la­tion was de­signed by ART+COM.

Along the en­tire length of the sen­sory strip cus­tomers are able to call up de­tailed in­for­ma­tion on prod­ucts, ser­vices and of­fers. The in­stal­la­tion winds its way through the room on var­i­ous lev­els, start­ing as an in­ter­ac­tive floor pro­jec­tion and flow­ing into a table­top be­fore be­com­ing a wall pro­jec­tion. Cus­tomers can in­ter­act si­mul­ta­ne­ously with the con­tent dis­played on the sur­face, ac­ti­vat­ing O2 bub­bles, ob­tain­ing in­for­ma­tion on prices and mo­bile phones and play­ing film se­quences.

The in­stal­la­tion uses 12 high-per­for­mance pro­jec­tors and touch-sen­si­tive tech­nol­ogy de­vel­oped by ART+COM for sen­sory sur­faces. The sys­tem uti­lizes the in-house Y60 Vi­sual Sim­u­la­tion En­gine. The in­ter­play of these sys­tems al­lows as many as 20 users to in­ter­act on the in­stal­la­tion at any one time.

The pro­ject was re­alised in co­op­er­a­tion with Dan Pearl­man, the Berlin agency for brand ar­chi­tec­ture. Dan Pearl­man is re­spon­si­ble for the de­sign of the shop.