To highlight its powerful stories as a worldwide Olympic Partner through 2020, GE tapped its global experiential AOR, Sub Rosa, to design and program an immersive brand environment in a 160-year old gymnasium in the heart of London's King's Cross called the GE Works Centre.
The Centre boasts a wide range of unique attributes including: an enormous high definition LED mesh screen wrapping the building’s exterior, holograms, bespoke lighting features reflecting social media, scale models, multi-touch surfaces, and more.
“GE’s main goal with the Centre, and all the different installations within, was to create a convivial and educational environment that would convey the inspiring ways GE has helped power the Games,” said Michael Ventura, Founder & CEO, Sub Rosa. “For GE, this space is an important marketing and educational facility that provided a fun, unique and compelling experience to the brand’s guests.”
Holographic Projection of London’s Tower Bridge
A rotating hologram projection display give visitors a 360-degree view of London’s landmark Tower Bridge, right down to virtual waves along the shoreline. The installation is a reflection of GE and the city of London’s partnership to re-lamp London’s most iconic bridge to dramatically reduce its overall energy usage.
“The Constellation” Lighting Installation with Custom Twitter-feed Algorithm
The Constellation is a Sub Rosa-designed lighting installation utilizing GE’s proprietary TETRA LED lights. At almost seven-meters tall, the installation traverses two floors of the GE Works Centre and operates utilizing a custom algorithm that pulls data in real-time from Twitter to create dynamic lighting visuals reflecting Tweets related to the Olympic games.
GE Technologies and the Athlete In All Of Us
Visitors get a unique view into GE’s handheld ultrasound scanning device by scanning custom designed mock torsos, to uncover whimsical hidden objects placed inside. In real-life application, the scanning devices are being utilized throughout the Games by medics, trainers and hospitals to quickly diagnose athletes – including even the horses ridden in equestrian events.
Additionally, the Work Centre is outfitted with GE's InBody, a highly advanced scale that calculates weight, BMI and other key health metrics for athletes, to demonstrate a custom technology allowing guests to compare their health data to that of American Olympic athletes.
A variety of multi-touch screen surfaces give guests the ability to explore the details of GE's efforts all over the UK--featuring dynamic content, interactive displays, and information about GE’s impact on the Games.
LED Mesh Wrap
The GE Works Centre also captivated members of the public through a massive LED mesh screen that wrapped the exterior of the building, greeting hundreds of thousands of Londoners and tourists daily with animations and messaging reflecting the fascinating ways in which GE helped to power the Olympics.
The Work Centre also hosts a full suite of events and programming, including lectures, presentations, and a fully catered hospitality suite.
Agency: Sub Rosa
Client: General Electric (GE)
Campaign: London Olympics’ GE Works Centre
Chief Creative Officer: Michael Ventura
Creative Director: Connie Lui
Nicholas Rezabek, Art Director
Art Director: Diego Marini
3D Designer: Blake Dain
Producer: Kristopher Kowal
Senior Project Manager: Anna Simonse
Associate Producer: Jonathan Bailey
Associate Producer: Kristen Leung
Production Coordinator: Michael Oporto
Creative Strategist: Ian Dapot
Technology Director: John Barton