Huawei Consumer BG, part of HUAWEI the Chinese technology company, is announcing the launch of its brand initiative “Make It Possible” at Mobile World Congress (MWC) this year. To introduce “Make It Possible”, Huawei has produced an astonishing installation, designed by AllofUs.
The magical art installation shows a large cube floating effortlessly, demonstrating the seemingly impossible. The levitating work of art is at the heart of a campaign created by AllofUs in partnership with the agency MWorks.
The cube is thought to be the largest object of this kind to be levitated in a public space.
The work acts as a visual representation of what can be achieved at Huawei by pushing the limits using creativity and engineering expertise.
The cube floats above a glossy podium which reflects the base of the cube to prove that it is in fact levitating, and it is not an illusion.
The levitation effect is achieved through an electronic system built especially for Huawei by AllofUs, with Matt Linares and Graham Collins at Linares Designs, the company behind its fabrication.
Orlando Mathias, Creative Partner at AllofUs, said: “By creating a large levitating cube, we are showing the art of engineering and design that is not only aesthetically beautiful and magical, but also that translates the client’s brand messaging in a subtle but effective way.”
Amy Lou, Global Brand Director of Huawei Device, said: “It is a symbol of our belief in the power of imagination and technology working hand in hand to create the amazing”.
The installation will be seen by attendees at Mobile World Congress in Barcelona, including journalists, bloggers, the rest of the trade and Huawei’s own employees.