Immersive were approached by Foster+Partners to design an installation that deserved to represent the new Comcast Technology Centre. We had to create an installation that was refined yet strong enough to sit next to the work of Jenny Holtzer and Conrad Shawcross, with the added element of being an experiential installation that must actively excite and engage the people of Philadelphia in a unique and future-proof manner.
Immersive’s founder John Munro’s original installation was designed to transport visitors into new landscapes, environments and experiences.
Immersive see the next milestone in communication as being Experience, and we hope the CTC will be at the forefront of developing this through its research and work.
Our studio process is actively informed by architecture, spatial design, creative content and unique screen and surface technology. We specialise in Immersive Storytelling.
This combination led Foster+Partners to rely on our ideation skills to create the installation for the Comcast Technology Centre. As well as coming up with the original installation concept, we provided some of the most important suppliers to deliver our vision.
Russell Hales, a true visionary architect worked with us from the start to create the look and feel of the Universal Sphere and he and the combined team created a world first for Comcast. Norman Foster himself used to work with Buckminster Fuller, who was without a doubt the inspiration behind our design.
We started with many designs that each created a unique look and feel to the Comcast Technology Centre (CTC). We settled on the pure form of the sphere for a number of reasons:
Firstly, we are advocates of the ‘shared immersive experience’. We create spaces that people can enjoy together to enhance the emotional aspect of the experience.
Secondly we wanted to create a world first for Comcast. Knowing that they were at the forefront of modern day communication, it was our internal brief to create an installation that would be an indication of the ground breaking technical work done at the CTC. We see the experience as not only a shared immersive experience, but also a ‘shared virtual reality experience’. A symbol of one of the avenues of future communication that will no doubt be advanced at the CTC. The installation is a physical manifestation of the CTC’s iconic brand.
Thirdly we had to ensure that our installation concept would sit well within the site. The pure form of the sphere indeed sat well next to the installations of Holzer and Shawcross. In our internal research phase we were also pleased to note that Lord Norman Foster himself, had worked and designed with Buckminster Fuller, the legendary advocate of geodesic structures.
We are proud to see that our initial original concept has been built and finished to the high standards that we expected of the fabrication team we enlisted to work on the project.
A major highlight of the project was taking part in creative meetings with Steven Spielberg in Philadelphia and at his studio in Universal. We gave him some amazing concpets and visual ideas to run with, and he and his team have created fantastic content that pulls out the best use of our unique installation.
This was a seven month project for Immersive, from the time that Foster+Partners initially asked us to develop an installation for the Lobby of the CTC, all the way through the time that we handed over our creative and technical masterplan and our construction team to Comcast, for them to develop internally.
As Steven Spielberg said the people that built the dome and envisioned it and came to us with the idea to provide content for the dome, they should all be applauded. They’ve done an amazing, Herculean job. We could not agree with him more, and we are very proud to see Immersive’s original idea, complete and looking as good as was first imagined it and presented it to Comcast back in September of 2016.
We’re extremely happy with this project, and want to thank our partners at Gaia Nova, and NSC Creative who went the extra mile to help us achieve our vision. We would also like to offer special thanks to the core team: Jordan Foster, Anton Kononov, Ralph Lambert, Sean Wilder and Jaie Genadt. Much appreciation also to Russell Hales at Foster+Partners for sharing our vision and supporting us to create something outstanding. We look forward to many future collaborations with Foster+Partners as we continue to develop Immersive Storytelling as an entertainment medium“.
Immersive - The Art of Experiential Design
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