Movable graphic towers create a dramatic outdoor environment
The project. To construct a traveling road show for Time Warner Cable recreating a much larger installation in the Time Warner headquarters in New York City. The original “Home to the Future” used digitally printed fabric scrim to enclose a two-story “house” constructed in the building’s seven-story atrium.
The company. Designed by ESI Design for fabricator Spevco Inc., and event planning company Oasis Inc., for Time Warner Cable.
The task. After a successful two-month run at the Time Warner Center in New York City, the company decided to take its “Home to the Future” experience on the road to top regional markets. The goal of the experiential branding initiative was to demonstrate the power and reach of Time Warner Cable by showcasing and promoting its latest digital products and services.
The challenge. The original four-story exhibit presented the design team with the challenge of re-using as much existing material as possible on a smaller, mobile scale, while maintaining the feel of the launch event experience and its “wow” factor.
The solution. To create a dramatic outdoor environment, ESI chose an expandable trailer branded with “Home to the Future” graphics. Four movable graphic towers could be set up outdoors at each tour stop to extend the experience and the brand message.
A unique scrim truss, imprinted with the “Home to the Future” logo, topped the mobile exhibit and featured a dynamic light show synchronized with video footage from the exhibit interior. The scrim “tower” atop the truck was dye-sublimation ink printing on polyester open mesh.
The mobile design was inspired by rooms of a modern home. The rooms were outfitted with an array of Time Warner products and services.
The result. The traveling exhibit opened in May 2007 and stopped in several cities across the county. The outdoor exhibit space was 80 feet by 50 feet and the indoor exhibit space covered about 1500 square feet.
Janet Preus is the editor of Fabric Graphics.
