experience Archives - Solarflare Studio

Is Real-Time AI the Game-Changer for Experiential Spaces in 2024?

Solarflare Studio — Wed, 24 Jan 2024 10:30:36 +0000

As 2024 unfolds, the Solarflare team are eager to explore the transformative era in experiential design, driven by the rapid advancements in real-time AI.

Current State of Play

Our journey in technology has been marked by significant strides, particularly in the realm of high-quality image generation. Tools like Stable Diffusion, Runway, Midjourney, and DALL-E have broadened the creative horizon. Traditionally, these tools cater to offline processes, requiring significant rendering time. In exhibitions and galleries, for instance, data visualisation has become increasingly sophisticated, yet such experiences don’t tend to include the same method of prompting and then instantly generating images and videos.

The Next Step Forward IN AI

This year is set to be a turning point with the introduction of technologies like StreamDiffusion and other systems that offer advancements aiming to revolutionise the process of frame-by-frame image generation, making it more responsive and adaptive. The key here is cracking the hurdles of image generation and the latency of the content being created. We’ve got a vision of how these systems can be integrated within experiential activations, drawing users into a more engaged brand experience.

User Experience in Real-Time

Imagine an interactive space where each movement you make transforms into an artistic expression. The potential of real-time AI is boundless. It allows for altering visual narratives based on user movements, instantly changing prompts or styles. Users can even directly input prompts and styles or manipulate videos on screens by integrating sound, motion, and prompting, creating a deeply personalised interactive experience. Essentially, the audience will be able to generate in real-time a piece of art however they like – making this a perfect way for brands to push creativity and technical advancements.

Want to explore the possibilities of new technologies? Get in touch to explore ideas.

Striking a Balance Between Potential and Limitations

Incorporating real-time AI into experiential design brings immense possibilities alongside significant challenges. The most notable hurdle is the processing power required for technologies like Stable Diffusion to operate in real time. Stable Diffusion, particularly in a real-time context, demands robust computing resources to minimise latency, ensuring that the generated images are not just responsive but also of high quality. The hardware requirements for such an operation typically include high-end GPUs and dedicated processing units, which might limit accessibility and scalability in certain environments. However, with the correct setup put into systems, such as live Audio-visual systems like TouchDesigner or Notch, we’ll be able to manipulate content in a number of exciting ways, enabling surfaces to be projected on with the video content that users generate or LED screens to illuminate.

Despite these challenges, the push towards real-time AI remains a key focus, promising a future where experiential design is not only interactive but also instantaneously responsive and dynamically creative.

Feel free to check out our exploration of AI’s Role in Sound and Visual Design here, which uses Stable Diffusion and TouchDesigner to create an audio-reactive visual.

Solarflare’s Vision

We’re excited to be at the helm of this revolution. Our pipelines are being adapted for both brand activations and art exhibitions, maximising the potential of advanced computer graphics and real-time processing.

The team’s trials with these technologies have been illuminating, revealing the potential of merging real-time AI with sophisticated graphics to create captivating experiences. As we continue doing so, we invite you to join us in exploring the vast potential of real-time AI in experiential design, pushing the limits of what’s possible in this vibrant and evolving field.

The post Is Real-Time AI the Game-Changer for Experiential Spaces in 2024? appeared first on Solarflare Studio.

CES 2024: The Most Noteworthy Experiential Tech We Couldn’t Ignore

Solarflare Studio — Fri, 19 Jan 2024 14:39:15 +0000

At Solarflare, we keep a keen eye on groundbreaking innovations that redefine the boundaries of creativity and technology. As we explored the remarkable advancements unveiled at CES 2024, our team hand-picked key elements that not only caught our eye but prompted in-depth discussions on their transformative applications in the coming year. Let’s take a closer look, as we envision how they can push creative boundaries and craft unparalleled experiences in 2024.

Twinkly's Matrix LED Curtain

Twinkly’s Matrix stands out as a captivating creation that goes beyond being a mere curtain of light. It boasts the highest density of smart LEDs globally, offering a fully mappable and customisable light display. Through a mobile app, it can be seamlessly controlled, allowing the creation of dynamic ambient settings that respond to their surroundings. The potential for it to revolutionise visual storytelling is why our team selected Twinkly’s Matrix. It could be a game-changer for immersive art installations where lighting evolves in real-time based on viewer interactions or retail spaces where ambient light subtly enhances the consumer experience.

Want to explore the possibilities of new technologies? Get in touch to explore ideas.

Spatial Computing Advancements

The rapidly advancing world of spatial computing has drawn our interest, particularly with hardware companies introducing innovative solutions that challenge Apple’s Vision Pro headset in the XR (Extended Reality) space. Our team hand-picked Canon’s Mixed Reality headset concept for its promising applications in education and immersive learning. We’re intrigued by the idea of historical tours that bring the past to life or realistic training simulations that prepare professionals for real-world scenarios within a risk-free virtual setting.

Leading the charge in spatial computing, XREAL Air 2 Ultra Smart Glasses offer a comprehensive experience that extends far beyond simple information viewing. These streamlined smart glasses align with Apple’s Vision Pro but may provide a more affordable alternative. Our team sees significant potential in enhancing daily life, whether through AR navigation systems that overlay historical context and social insights onto cityscapes or interactive shopping experiences where product details and reviews are instantly accessible. We believe the convergence of technology and creativity in the XR space holds great promise.

Ghostbusters: Rise of the Ghost Lord

While there were multiple impressive hardware updates regarding projectors and LED screens, our team specifically wanted to mention the Sony x Ghostbusters Experience at CES 2024. It served as a vivid example of the power of integrated technologies in storytelling, gamification, and pure entertainment. Attendees were active participants in the immersive world of Ghostbusters. From encountering Mini-Pufts brought to life in real-time to experiencing action-packed sequences featuring the iconic Ecto-1, the blend of technology and entertainment left a lasting impression. Sony’s haptic technology transported participants to a world where the floor felt like it was covered in gooey marshmallows. This type of activation is exactly what excites our team and Solarflare, merging multiple technologies to create a fun multi-sensory activation where you feel like you are part of the experience.

In Conclusion: The Next Wave of Interaction

Our team has hand-picked these innovations from CES 2024 because they are not just gadgets and tools; they are the keys to unlocking new forms of expression, interaction, and engagement. As we step into 2024, we eagerly anticipate the exploration of these technologies, driven by our team’s relentless desire to push the boundaries of creativity. We are committed to crafting experiences that resonate, inspire, and transform, fully embracing the extraordinary convergence of technology and imagination that this year promises to deliver.

The post CES 2024: The Most Noteworthy Experiential Tech We Couldn’t Ignore appeared first on Solarflare Studio.

Sensory experiences through sound

Solarflare Studio — Mon, 21 Dec 2020 14:45:10 +0000

let's start with sonic branding

Sonic branding is the strategic application of sound and music to a brand to help form an identity. It’s a vital part of a consumer’s sensory experience, as sound, and music in particular, has a direct cognitive link to our memories. This means multi-sensory experiences with strategically applied sound can have lasting effects on memory and association. When approaching sound for digital and immersive experiences, we think about the sonic strategy being broken down into two elements, the sonic palette and the sonic landscape.

Want to explore the possibilities of new technologies? Get in touch to explore ideas.

SONIC Palette

Similar to a colour palette, where complimentary colours are combined visually – a sound palette is a suite of sounds and tones that work together, usually coming from a homogenous family of sources. For example, the sonic palette could be comprised of all natural sounds like recorded wooden percussion, or all digital sounds, generated entirely using computers. Using a tight sonic palette for a digital experience makes you feel more immersed in a subtle way, as the sounds work together to create a frictionless listening experience.

SONIC landscape

The sonic landscape is everything you can hear within an experience, from the ambient soundtrack, to the UI and interactive sounds. The landscape should be a harmonious blend of background sounds that create the mood and tone of the experience, and the UI sounds that give the user important feedback for signposting, or rewards. For example, in our upcoming road safety series for RSA, directional sound helps you navigate between areas and supports visual cues.

sound allows you to create culture, not just follow it

Strategic sound and sonic branding differentiates experiences. It’s a crucial part element of effective, emotive storytelling. For example have you ever watched a thriller or a horror movie without the sound? – it just doesn’t work. The heightened adrenaline response we have to sound makes a vital tool in creating visceral, memorable experiences.

It’s equally as important as a brand’s visual output, and it’s for brand guidelines to be evolving to include audible guidelines. Typically the furthest brands go is to licence a well-known commercial song, but it’s an easy-win to associate with culture, to use nostalgic references but creating culture with sound – that’s a heavily neglected space.

where do you start exploring the sonic direction of an experience?

Firstly understanding where sound can be applied, and its role in providing encouragement, reward and much needed sign posting for their experience.

Several large brands have a very clear, consistent sound for example: McDonalds, Dyson & Skype but this isn’t for the select few. SMEs without the same resources can still define themselves sonically.

a sonic toolkit includes:

A sonic logo
A guideline for accents/tone for videos that have VO
Soundscapes (your palette and landscape)
UX sounds
Music

We consistently work with sound designers to build in a sonic strategy for our immersive experiences. Developing reusable, universal sonic assets.
Certain sounds have an association to rewards which makes it interesting to build in, for more gamified experiences.

How we use sound in design: Natural > Digital Sounds

Sound is considered early on in our design process. We ask ourselves, where do we need application, and what can we do to create a full immersion for the viewer/audience? Creative Directors need to be able to think sonically and it’s often why VR, or digital experiences fall flat.

For example; when working on the digital sanctuary for Helsinki Fashion Week, (see clip above) we worked closely with The Mono Company to create a natural calming environment. The sound helped the digitally rendered space become more believable and immersive.

Even our virtual office has a consistent stereo playing in the background, to reflect the sounds of our real life office. Background noise makes it less jarring to the ears, our brains don’t enjoy silence as we’re constantly looking for stimulating feedback to feel safe and comfortable.

We design the majority of our experiences with spatial audio, mimicking real life to be able to trick your mind into believing the environment is real. Unnatural sounds, make you start to disassociate and can make an experience feel flat. We link our visual output with audio to create a more naturalistic space.
Ultimately, good sound is un-distracting and beds into the experience in an almost imperceptible way, meaning brand messaging comes across more clearly as the users attention is on what they’re doing and seeing. Sonic strategy is a secret weapon that brands can harness to make their immersive experiences more impactful, which is why we approach all of our projects with sound in mind.

EXPLORE WITH US

We’re always looking to expand our network of creative collaborators, from technical specialists to people that work in more traditional art forms. LAUNCH exists to blend the barriers between creative practices and new tech. Get in touch to explore ideas.

The post Sensory experiences through sound appeared first on Solarflare Studio.

NFTs & what it means for Brand Experience

Solarflare Studio — Tue, 06 Apr 2021 18:02:40 +0000

(NFT image above by Serwah Attafuah)

NFT's?

You’ve probably seen the social media hype around NFTs (Non-Fungible Tokens) with the likes of Elon Musk selling his first tweet, Beeple making over $69M in NFT sales, and The Killers releasing their latest album as an NFT. But what exactly is it and what does it mean for brands? In this post, we’ll be exploring the basics and giving a few of our thoughts on how we see brands leveraging NFTs for exclusive experiences.

The Basics:

Let’s start with the basics, NFTs are a unit of currency stored on the blockchain that contains a unique digital file (this can be anything audio, video, image, or even a game, etc). NFTs allow you to encrypt ownership, so regardless of how much the asset is shared the original digital file can be officially ‘owned’.

Artists from all backgrounds have become the early adopters, unlike a normal sale of physical assets where you receive revenue in return for the object, with NFT’s you can continue to make money from every future sale. The blockchain serves as a built-in verification system where it can always be traced back to the origin which is good for brands that often are duped or replicated (Burberry, Nike etc).

It could be a game-changer, as it gives creators full control over how they create value and scarcity with pieces.

Want to explore the possibilities of new technologies? Get in touch to explore ideas.

Where’s the opportunity for brands?

There are many creative possibilities for brands to leverage NFTs, defining digital pieces of value is the first step. Collectibles, memorabilia, exclusive collaborations, personalised and limited edition pieces are where brands can start as NFTs appeal to the market of collectors, consumers that want exclusivity.

In theory, brands could sell the physical item and the digital version, like a Yeezy limited edition shoe, one you can wear physically, and one your digital avatar can wear in virtual spaces.

(Image above from Beeple’s NFT collection)

How can we help?

The experience of obtaining an NFT:

Typically the process of obtaining an NFT seems to be very similar to the world of art-buyers, exclusive, high-ticket costs, and inaccessible to the mass market. However, giving away an NFT, creating hype around ‘how’ consumers can obtain an NFT could be a buzz-worthy route for brands to explore. Easter-egg hunt style, brands can take megafans on incredibly interactive, engaging, gamified routes to finding a particular asset.

Designing the space:

Whether a brand plans to sell, auction, or create a gamified experience to obtain an NFT, we can create the world the virtual assets live in. The virtual space could be anything from a gallery to a football stadium, the possibilities are endless and can be in AR, VR, hologram or any other digital form.

Delivering the experience:

Every aspect of creating a value-add needs consideration, what’s the journey you want to take audiences on? We can define the overarching narrative and help you create a buzz-worthy virtual experience.

Things to consider:

There is still a lot to be defined in this space, policing and legislation are yet to be defined so brands still need to be careful. Storage of digital assets needs to be prioritized and this should be a creative process with both CISSO’s (Certified Information Systems Security Officer) and CTO’s involved.

Are NFTs here long term?
Digital creators are able to create value and track their money owed which gives it the potential to transform industries. The opportunity for how brands begin to use NFTs in meaningful ways is yet to be fully explored, but what is for certain whilst there’s a huge hype the media attention for the first brands who create something awesome is almost guaranteed.

EXPLORE WITH US

The post NFTs & what it means for Brand Experience appeared first on Solarflare Studio.

BFI London Film Festival Expanded

Solarflare Studio — Fri, 14 Oct 2022 15:00:50 +0000

‘We are placing the audience in a vulnerable position. They should be rewarded with A virtual experience that moves, entertains, or inspires them.’

– Rachel Barrie, Junior Creative Technologist,

Solarflare Studio

This year at BFI London Film Festival Expanded, our Creative Director (Helen Bellringer) and Junior Creative Technologist (Rachel Barrie) returned to 26 Leake Street to experience the immersive art selected for the showcase. Overall, the quality of the experiences was higher than the previous year; but as they wandered around slipping headsets on and off, they couldn’t help but ask themselves: is this truly the industry standard?

THE INTERACTIVITY

Midway through our 90-minute slot, we found ourselves placing the HTC Vive Flow over our eyes for Wu Tsang’s jump into the VR medium – a visual exploration of the ocean. After a few minutes of watching fish float around we became confused – was that it? Personally, all I saw were a few variations of a flocking simulation. It became clear that the collection selected for this year’s BFI Expanded was mostly a series of directors, filmmakers, and creatives that were dabbling in the field of VR rather than those whose bread and butter it is. We placed headset on after headset to simply have a film or story presented to us as though it was on a screen, the only difference being it was 360 degrees. Interactivity was at a minimum.

If we are asking people to place a full VR headset on with headphones, blocking out the outside world and getting them to surrender their senses to us – we should make it worth it. We are placing the audience in a vulnerable position, and they should be rewarded with an experience that moves, entertains, or inspires them.

Want to explore the possibilities of new technologies? Get in touch to explore ideas.

OUR RECOMMENDATION

The best piece we would recommend trying before the exhibition closes on Sunday (23.10.22) is ‘Missing Pictures Episode 3: The Monkey Wrench Gang’. The short VR piece tells the story of a film that never came to be whilst touching on the process of developing a film in Hollywood and the roadblocks female directors face in the industry. The dynamic use of the full 360 degrees, in combination with the contrast of animation and volumetric capture, told an intricate and exciting story in an engaging manner.

To get people excited about VR experiences and to keep them in the moment without making them want to rip off the headset, there needs to be more consideration of how to use the medium to its full potential. VR films and experiences really should not run for longer than 15 minutes. It is exhausting and overwhelming to spend a long time in VR. Additionally, a lot of headsets, like the Quest 2 and the HTC Vive, get extremely hot to wear after a prolonged period. The first headset I placed over my head at the exhibition left me dripping with sweat at the end of the 11-minute piece.

IS THAT THE TIME?

Immersive shouldn’t mean a passive experience, it should be engaging and interactable. It should give feedback to your senses. You shouldn’t feel time pass, and you should forget about the world around you. If it hasn’t achieved that, then it has failed.

It is exciting and promising to see large collections of immersive work go on display at places like BFI, however, if this is considered the crème de la crème, then we have a long way to go.

EXPLORE WITH US

The post BFI London Film Festival Expanded appeared first on Solarflare Studio.