case studyAR Yacht: Blohm + Voss Retail Experience at Selfridges
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Inition's production team is rich in technical and creative talent. Developing new experiences with emerging technologies is what we get out of bed for. Whether it's Virtual or Augmented Reality, Crowd Gaming or unusual applications of 3D Printing and Scanning, we have a proven track record in innovation and spotting new trends before they hit the mainstream.
Technology is nothing without the creative talent and ideas to make them come alive. We're all about bringing the best creative ideas to new technology platforms to make the experience the hero of the integration.
Having said that, this approach requires a thorough understanding of technology, which we're lucky to have in spades thanks partly to our many and close relationships with the best-of-breed tech suppliers from around the world – part of our Extraordinary Technology business supplying leading tech to research labs and educational establishments across Europe.
Inition exploit both emerging and established technologies such as tablets. Tablets and in particular, the iPad range, are fantastic tools for augmented reality production work. Many of our installations are controlled environments where a user is handed an iPad with the content pre-loaded so that they dive straight into the experience. Tablets can also run VR experiences and are great for compact interactive kiosks.
Inition's 3D expertise and technology has been exploited on many architectural projects, both in the design stages and marketing. Augmented and virtual reality offer fanstastic potential for exploring architecture in intuitive and compelling ways.
With a forward-thinking approach to traditional filming methods and formats, Inition has developed an impressively diverse catalogue of 3D filming projects. Using industry-leading 3D displays and equipment, and utilising the expertise of highly skilled technical and creative teams, we are able to employ 3D technology to create unique viewing experiences.
3D filming can augment or heighten the visual impact of a wide range of programs – from real-time events, to music videos and documentary television shows. 360°, slow-motion, motion-capture, and 3D-based visual installations are just some of the formats we can produce.
Our team of skilled operators and technicians are equipped with an arsenal of high-quality tools and displays that can be adapted to meet the creative and technical requirements of a project. Whether it’s a multi-day shoot cruising down a river in Botswana, or on the central London set of a pop song music video, there’s no 3D project we can’t tackle.
3D printing is one of the most diverse and exciting technologies we work with because there’s no limit to what can be created. At INITION, we’re no stranger to 3D printing – in fact, we’ve been using the technology since 2005 when we purchased our first 3D printer for our London studio. With a proven track record and a skilled team constantly honing their craft, we’re some of the most experienced 3D specialists in the business.
Data for 3D prints can come from a diverse range of sources, including architectural and engineering data as well as more organic sources like scans of the human form. We’ve used 3D printing to create small-scale building models, turn data into objects, we’ve created engine parts to illustrate fuel and air flow through to printing Robbie Williams’ and David Beckham’s heads and creating a chocolate version of Inition’s own Andy Millns’ brain (to name just a few).
In addition to working as a standalone concept, 3D printing perfectly complements many of the other technologies we work with which is why we continue to invest in it. With virtually no end to what we can produce via 3D printing, we see it as as a key technology of the future.
3D scanning is the process of collecting the digital data (otherwise known as CAD data) of physical objects for asset creation in games and animation, to create replicas of historical or precious objects, for digitising human subjects, or for 3D printing applications.
Specialising in both, laser and structured light scanning, our 3D scanning team possess the skill to scan a wide range of subjects – from museum artifacts to buildings, clay models to supermodels. With the ability to transport our technology across the globe, our team can scan anything, anywhere.
We’ve worked with industries from broad ends of the spectrum – game creators, engineers, museums, industrial designers, artists, architects, marketers & advertisers and filmmakers. With some of the fastest 3D scanners currently available on the market, we pride ourselves on our quick turnaround times and our expert attention to detail. Drawing on a wealth of experience from years of working with 3D scanning has ensured that there’s no project we can’t complete.
Augmented Reality cleverly blurs the line between the digital and the real by way of specially designed apps and unique visual 'markers' to intuitively visualise 3D virtual forms in physical settings.
We have employed augmented reality technology in projects spanning the sport, health, telecommunications and architectural sectors – to name a few – for big-name clients as diverse as international basketball teams, car giants and property heavyweights.
With the capability to integrate audio, immense levels of detail and interactive elements, augmented reality is the perfect medium to show off property developments, cars or behind-the-scenes extras for film and TV.
Motion Capture, the transformative digital technology most commonly associated with big-budget Hollywood films, is the art of capturing a subject’s movement, via motion trackers, cameras and computer programming, and turning the data into a digitally representative avatar.
Although the technology is a huge part of modern VFX, there are still innovations to be made. As the technology continues to develop and improve, we’re busy working out ways motion capture – and the subsequent avatars – can be used in new and exciting ways.
Whether through creative breakthroughs, or technical improvements, the potential for the future of motion capture is immense and we couldn’t be more excited.
Virtual reality is the ultimate interface to the digital world. We aim to combine high-production value VR content with the latest technology including head-mounted displays (like the Oculus Rift), haptic (force) and tactile feedback devices, 3D audio, motion bases, fans, infra-red (heat) and full-body interfaces. Applications of VR are almost limitless with experiences based on live-action or computer-generated content. Inition has over a decade of producing VR experiences, with the founders having worked on their first immersive experiences over 15 years ago.
Virtual Reality technology can also be used to create telepresence (the feeling of being present at a remote location) experiences as our VR fashion show for Topshop demonstrated and offers the possibility of opening up live events to a global audience.
Our well-equipped demo studio offers the possibility to try out a wide range of virtual reality applications across fashion, healthcare, automotive, entertainment and retail, to name a few.
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