Coca-Cola’s Crazy Robotic 3D LED Wall In Times Square Had A Forerunner … In 1967!

Scala’s Chief Product Officer Peter Cherna had a first-hand look recently at that robotic three-dimensional LED board that Coca-Cola bankrolled and installed in Times Square earlier this month, and it reminded him of something he saw as a kid some 50 years ago.

“As someone who grew up in Montreal, Expo 67 was a part of my DNA (OK I was two at the time, but still …)  The Czech pavilion had a fabulous installation called Diapolyecran.”

Cherna doesn’t have direct memories, but has read up on the installation and describes it this way: “One entered a large room,” he says, “and sat on the carpeted floor, where you watched a wall of 112 cubes, whose ever-shifting and changing images moved backwards and forwards. Inside each cube were two Kodak Carousel slide projectors, which projected still photos onto the front of the cubes.”

“In all, there were 15,000 slides in the 11-minute show. Since each cube could slide into three separate positions within a two-foot range, they gave the effect of a flat surface turning into a three-dimensional surface and back again. It was completely controlled by 240 miles of memory circuitry, which was encoded onto a filmstrip with 756,000 separate instructions.”

It’s mind-blowing to even think about trying to sync up a wall of carousel slide projectors, and get blocks the size of microwaves on drawer sliders, to shift on commands. Check out the control panel for all this, which is a bunch of knobs.

Crazy stuff.

Note – The video is in Czech or Slovak or something that’s definitely not anything I can decode, but you can see what’s up from about 11 minutes into the video.

Dutch Lingerie Retailer Offers Sensory Experience In Flagships

Scala has circulated a good case study about the work it has been doing with systems integrator partner DOBIT for the European lingerie retailer  Hunkemo?ller, particularly in flagship high street stores like the one in the video.

The Amsterdam-based brand has 180 stores in the Netherlands and 100 more in Belgium and Luxembourg,

The set-up does the usual things you’d expect in a store, with promotional and interactive look-up screens, but also integrates with lighting, audio and scent technologies – including the ability for women in change rooms to select the mood and sound they want as they try different things on (if women do indeed try bras on at stores … blissfully clueless).

“The experience fitting room has proven extremely popular and customers tell us they are very comfortable in this environment,” says Britta Hall, Global Retail Experience Manager at Hunkemo?ller. “And it’s also worth noting that the fitting room is not only nice to have, but clearly increases sales, too!”

There’s also an interactive projection table that is either from Perch Interactive or inspired by what that NYC company does.

“We are proud that Scala is a part of the very successful Hunkemöller store concept. By combining digital signage with interactivity, sound, lighting and scent DOBIT created an unbelievable and personalized customer journey. This resulted in a perfect combination of useful and powerful technology and a very impressive shop experience,” says Harry Horn, General Manager EMEA and VP Marketing Global at Scala.