When looking to introduce over 140 new products, most prominently the revolutionary new Predator gaming line, global technology company Acer partnered with creative agency
Sid Lee to set a new benchmark for launch events, establishing Acer as one of the most innovative companies in the space. The result was
Next@Acer, a single day tech event that took place April 23rd 2015 at NYC’s Four World Trade Center. With the Predator installation at its nucleus, created with
Tool Interactive Director Aramique, Sid Lee transformed the massive venue into an interactive playground for hundreds of tech journalists, creating the perfect setting for visitors to explore and experience the cutting-edge world of Acer.
To achieve this one-of-a-kind interactive experience, Sid Lee and Aramique displayed the Predator above a pool of ferrofluid, an exotic liquid that forms sharp “spikes” when affected by a magnet. A sign reading “Ask and the Predator will answer” invited guests to speak into a microphone in front of the Predator display, turning the vocalizations into magnetic charges which brought the ferrofluid to life beneath the display.
Adding to the effect, the ferrofluid spikes were then captured by 4K cameras and fed into 16, 4K monitors that surrounded the audience. The immediate visualization of the participants’ voices energized the installation, giving visitors the impression that the ferocious Predator system had come to life, right before their eyes.
The additional launch installations included 140+ products divided into seven distinct categories. Each product grouping contained bespoke installations designed to highlight key product features, helmed by Sid Lee’s Jessica Marak.