The Immersive Wonders of the 2023 MUSE Creative Awards
Interview with Keshav Vasudevan from United States
January 11, 2024
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Experiential and immersive art has a unique way of captivating attention anywhere, offering fun and engaging experiences, and these brands have truly mastered the art, creating mesmerizing moments that leave lasting impressions.
Hi Metaverse: Global First Marine XR Show | Shanghai Yangpu Tongji Science Park Co., Ltd., Future City (Shanghai) Design Consulting Co., LTD
"Hi Metaverse" is a project by Shanghai Yangpu Tongji Science Park Co., Ltd., Future City (Shanghai) Design Consulting Co., LTD and it is an innovative XR project merging Qingdao's natural seascapes and architecture with augmented reality, creating an interactive experience between real and virtual worlds. It boasts three world-first achievements: a marine XR Show on a 50,000 square meter sea surface, a user-generated digital landmark in true scale, and a metaverse-based media campaign that layers digital elements onto physical buildings for unique promotional experiences.
It revolutionizes the XR landscape, opening up new realms of accessibility through everyday electronic or wearable devices. With just a quick app download, users are granted a complimentary pass into an immersive adventure that artfully fuses Qingdao's storied past with the cutting-edge tech exemplified by the Jiaolong submersible. It stands out for its dynamic and adaptable virtual environment. Users can interact in real-time, casting personalized AR fireworks onto buildings in "Future City," or encountering virtual elements like candies for kids and flower petals for adults on "Q Bridge."
"Hi Metaverse" stands out for its user-centric approach, inviting participants to influence the design of "Q Bridge," thereby actively shaping digital city landmarks. This fosters a collaborative environment where users contribute ideas and content, becoming integral to the metaverse's evolution. Such a dynamic and interactive platform has garnered "Hi Metaverse" the esteemed 2023 MUSE Creative Awards in the Experiential & Immersive - Metaverse (NEW) category.
Subway Seafood Patty Anamorphic | Lorrypop Studio for Subway Malaysia
Lorrypop Studio has innovated Anamorphic content for Subway Malaysia, crafting an experience that's sure to be memorable. They've infused the campaign with a mix of new flavors and delightful tastes, all wrapped up in the shareable delight of a footlong Subway sandwich! Elevating creativity, Lorrypop Studio's latest endeavor is set to offer an experience that's distinctively unparalleled.
Lorrypop Studio has harnessed the essence of creative liberty to sculpt an anamorphic masterpiece. Their aim was to blend a spirit of enjoyment with unmatched entertainment, capturing the delightful appeal of Subway's iconic characters within their work. The significance of creative freedom in content creation cannot be overstated—it's the lifeblood that allows ideas to flourish without constraints, leading to innovative and authentic work. It's evident in Lorrypop Studio's latest project for Subway Malaysia that their enjoyment in the creative process shines through, engaging audiences with its infectious energy and originality. The video features the iconic Subway emblem, harmoniously intertwined with sandwiches through captivating animations that instantly draw the eye. Each frame is a carefully choreographed dance of colors and shapes that beckons viewers from the very first moment.
This Malaysian masterpiece clinched a Platinum Medal at the 2023 MUSE Creative Awards, excelling in the Experiential & Immersive - Out-of-Home category. Lorrypop Studio's ingenuity in this anamorphic spectacle has been globally recognized, marking a significant achievement in the creative industry.
Coach x White Rabbit: Immersive Exhibition
Coach joyfully marks the launch of their Coach x White Rabbit series with a vibrant affair at Shanghai Yi Feng on The Bund, a place brimming with historical charm. This partnership bubbles with a shared zest for optimism, a playful edge, and a keenness for pop culture, infusing life into Coach's Winter 2022 collection. It's a fresh twist on legacy, seen through the hopeful and lively eyes of the new generation, as envisioned by Stuart Vevers.
Blending White Rabbit's iconic logo with Coach's classic American style, the collection shines with clothing, handbags, and accessories colored in candy-inspired shades. It also includes charming children's wear and accessories. The exhibition, a delightful adventure with themed areas, highlights the collection, creating a magical, imaginative world for visitors. Guests meander through a magical, rabbit hole-like archway into a gallery-esque space that showcases the Coach x White Rabbit treasures; they wander into Coachland, a lively, interactive realm filled with the symbols of both brands; observe a display of Coach’s artisanal expertise alongside a sound-responsive film; and unwind at a café that caps the whimsical experience.
The lively and spirited emblem of the White Rabbit embodies joy and vitality, perfectly suiting the forthcoming Year of the Rabbit in the Lunar New Year. It's a symbol that ushers in good fortune for the new year. Celebrating this launch, members of the Coach Family, including Wu Jinyan, Vanness Wu, Du Juan, Curley G, Fair Xing, Yao Chen, Dou Jiayuan, and Lela Wang, all graced the event, adding star-studded excitement to the festivities. They proudly earned the Platinum Award in the Experiential & Immersive - Exhibition Experience category, a testament to their exceptional creativity and innovation.
Credits
Entry Title: Hi Metaverse: Global First Marine XR Show
Entrant Company: Shanghai Yangpu Tongji Science Park Co., Ltd., Future City (Shanghai) Design Consulting Co., LTD
Winning Category: Experiential & Immersive – Metaverse (NEW)
Entry Title: Subway Seafood Patty Anamorphic
Entrant Company: Lorrypop Studio
Client: Subway Malaysia
Winning Category: Experiential & Immersive – Out-of-Home
Entry Title: Coach x White Rabbit: Immersive Exhibition
Entrant Company: Coach
Winning Category: Experiential & Immersive – Exhibition Experience
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