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Brief Published: 3 Aug 2017

HP Seizes Panorama Music Festival

The Lab's 'Dream Machine' by Emilie Baltz

The second annual Panorama Music Festival took place in New York from July 28-30. While it featured fewer brands than its inaugural outing (see Panorama Festival Brand Activations, 2016), it provided a serious PR platform for HP. The consumer-facing arm of US tech giant Hewlett-Packard showcased its “beyond-business” creative value to a largely teen and millennial audience.

  • HP Lounge: Centred around customisation, the tent-like lounge space allowed festival-goers to print their own bespoke, geometric-patterned silk scarves with the HP Pavilion x360 and Windows Ink. The convertible laptop and software are specifically targeted at students. The initiative replicated an experience debuted earlier this year at Coachella (see Coachella 2017: Key Brand Initiatives for the full rundown). Additionally, Canadian ‘light-painting’ artist Eric Pare designed a 120° photo booth in which attendees could create personal, animated images that were directly shareable on social media.
  • The Lab: Hosted in collaboration with up-and-coming local digital artists and curated by NY-based immersive technologists Meta.is, the brand’s Lab space – a virtual reality theatre – featured 30 interactive displays (compared to just seven in 2016). A particular highlight was the Dream Machine by digital designer and photographer Emilie Baltz. The “multisensory scent organ” was coded with an HP Z2 Mini workstation (CAD software for designers) and connected to a network of bicycle pumps that emitted sounds, scents and visuals into the space when users pressed different keyboard keys.

See also Immersive Brand Spaces, Branded Festival Experiences and Coachella 2016: Best Brand Concepts Push Digital Spin.