You don’t need to be a rocket scientist to be able to figure out, or at least, have a go at assembling a jet engine thanks to General Electric’s (GE) partnership with BBDO New York to develop Throttle Up, which is an immersive, holographic sensory experience that will run throughout the entire Creative Week in New York since yesterday until the 11th of this month. Relying on a holistic suite of motion-control and projection technologies, Throttle Up will enable participants to assemble a life-size 3-D rendition of GE’s eco-friendly and energy-efficient GEnx jet engine – and the “effect”, or rather, experience, will be somewhat akin to what Tony Stark has in the Iron Man and Avengers movies, manipulating digital representations using one’s hands and fingers.
Some others might say that this is what Minority Report has been trying to tell the whole world for years in terms of visual technology, but all I can say is this – regardless of which camp you are on, being able to manipulate different parts of an engine without getting a single drop of oil on your hands is definitely an experience worth going through. The entire idea is made possible thanks to the clever modification of a gaming interface design by Float Hybrid as well as a SoftKinetic sensor camera that will track your sweeping and rotating hand movements as you manipulate the different parts of the jet engine.
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