Towards the end of last year Drive CEO, Ben Fender was approached by Event Magazine to give his thoughts and predictions for the main trends, technologies and innovations for 2013:
Which trends do you predict for 2013?
It’s all about retail. We work around the world, and everywhere we go we are asked by retailers to do work. Shops are trying to create immersive experiences to entice people away from the internet. Big retailers come to us to scope ideas to bring people through the doors, and we are talking about major installations in big department stores. We will see technology integrate further in experiential along with ways of personalising experiences through RFID tagging.
How will live events and digital work together?
The names of ways you create advocacy around an event is going to keep increasing, and so will the ways in which you can measure it. We are working more and more with digital agencies, and the holy grail is live-and-digital experience that is seamless with above-the-line advertising. T
he live experience creates a catalyst to drive people to the digital place, where they can pick up more information.
What new technology could we expect to see this year?
We are working with what we call action mapping, where you film live action and map images of it onto buildings. We are also exploring perspective projection, to create environments that can be explored from lots of different angles. When you walk around the projection you will be able to see the other side – a bit like being in a game.
We’ve had 4D – will there be 5D events in 2013?
Yes: 4D is moving into cinemas, stage, TV and theatre, where you can have rain and wind as well as 3D video. 5D could be about integrating projection with augmented reality, so that you become part of the environment being projected.
Alternatively, it could be about integrating many elements, such as live performance augmented reality, transformation of architecture, holographs and optical illusion. There is a space for it all to come together, to create a more choreographed and singular experience.
Buzz phrase for events in the year ahead?
Transmedia 5D experience.
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