The fusion of space and pixels: When LED cuboids reinvent the shelf
The world of visual communication is changing rapidly. If you want to stand out from the crowd at trade fairs such as Eurobike, Ambiente or Light & Building, you need more than just a flat video wall. What is needed are experiences that blur the boundary between physical reality and digital illusion. The company Outform recently provided an impressive example of this trend at EuroShop with an installation consisting of three monumental LED cubes in a “wooden box design”.
Although this specific project does not originate from our company, it has caused quite a stir in the industry – and for good reason. It demonstrates exactly the technological field in which we at AVMS (Audio Video Media Services GmbH) feel at home: The combination of first-class LED hardware, precise custom construction and intelligent content support. In this article, we show how we realize such visions for our customers.
The anatomy of the digital illusion: How does the 3D effect work?
The fascinating thing about the observed installation is the so-called “naked eye 3D” effect. Viewers see three large, free-standing cuboids. The outer shell looks like fine wood, but the inside appears to be a deep, illuminated shelf in which products move dynamically. The contents are exchanged through a virtual rotation – a flowing transition that seemingly defeats the two-dimensionality of screens.
Precision in special construction & hardware For an LED display to look like a solid body, the mechanical substructure is crucial. At AVMS, we use our close partnership with system manufacturers such as beMatrix (LEDskin) for this. To build a closed cuboid, we need LED modules that are installed across corners with minimal gaps. Our team for fixed installations plans these transitions with millimeter precision so that the hardware disappears behind the design.
The content: the magic of anamorphosis The key to the “real” look is the content design. In order for the shelf to appear to have a depth of one meter, the content must be rendered anamorphically. The image is distorted for a specific viewing angle (the “sweet spot”) so that the viewer’s brain interprets a three-dimensional scene. Our content support experts know exactly how light and shadow need to be set digitally so that the virtual wooden box looks real.
Everything from a single source – the AVMS promise A project such as the “digital cosmetics cabinet” often fails at the interfaces between stand builder, technician and agency. At AVMS, we offer integrated planning.
Video: AVMS
- 3 LED cubes with anamorphic 3D content
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