Tostitos Party Zone Interactive Exhibition by PepsiCo Design and Innovation |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Tostitos Party Zone PRIMARY FUNCTION: Interactive Exhibition INSPIRATION: The goal was to express the Tostitos demand space, Bringing the Party, in a truly relevant experience for football fans, to celebrate the occasion and engage them at another level. This installation had to be ready to launch during Super Bowl 2014 at the Met Life Stadium, be activated for each football game of the season and robust enough to last at least three years. The main challenge was to design a structure that was tall enough to be seen from far away, large enough to accommodate a big crowd while ensuring security, interactive enough to catch a fan’s attention and engage them in the celebration with us. We had to develop a structure made of modules, without anchoring it to the ground, and could be easily dismounted in less than two hours in the event of high winds. The key objective was to create an experience that was relevant for football fans so we developed a video game based on crowd recognition. We designed a structure that would naturally invite people to stop and gather. We created a scoop shape with two larges entries surrounded by a series of organic stairs made of wood. This configuration allows people to gather and relax while waiting for the football game to start. It also provides an opportunity for fans to watch others play and interact with the gaming screens. We used a proprietary technology from 3M GTG consisting of large LED panels, which moved up and down reacting live to the digital content. We programmed these screens with different contents. One screen is about the idea of bringing the party with eye-catching animation and energized music. The other screen is a video game around American football, which allows two teams to compete, using a crowd recognition technology giving the opportunity to have large number of fans as a team playing at the same time. It’s all about team movement synchronization - the better the team is synchronized in their movement, the better they will perform. Tostitos Party Zone launched during the Super Bowl 2014 at its permanent location at Met Life Stadium in New Jersey, and it received a lot of positive feedback and very high participation. We managed to catch fans’ attention through the animation we developed on the “moving” screens and engage them deeply with the crowd recognition gaming. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The Tostitos Party Zone celebrates the brand purpose (Bring The Party) with a unique digital and interactive installation (mixing existing technologies). It provides memorable enjoyments for consumers during a celebration day (football game) and builds epic moments: everybody wants to try it! OPERATION / FLOW / INTERACTION: - PROJECT DURATION AND LOCATION: - |
PRODUCTION / REALIZATION TECHNOLOGY: - SPECIFICATIONS / TECHNICAL PROPERTIES: - TAGS: - RESEARCH ABSTRACT: - CHALLENGE: - ADDED DATE: 2015-02-03 16:50:23 TEAM MEMBERS (1) : IMAGE CREDITS: PepsiCo Design and Innovation, 2014. |
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NAME: PepsiCo Design & Innovation, Design Group Italia, 3M GTG PROFILE: PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com. |
| AWARD DETAILS | |
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Tostitos Party Zone Interactive Exhibition by Pepsico Design and Innovation is Runner-up for A' Design Award in Interior Space and Exhibition Design Category, 2014 - 2015.· Press Members: Login or Register to request an exclusive interview with PepsiCo Design and Innovation. · Click here to view the profile and other works by PepsiCo Design and Innovation. |
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