Augmented sushi belt

Ericsson campus, Stockholm 2020

Building on the success of last years MWC activation, we had to create a new medium for telling the ‘5G for business’ story that would engage our audience and stimulate discussion for their team of business builders.We decided to embed all the key areas of business into a single narrative ‘The life-cycle of a car’ encompassing manufacturing, shipping, logistics, product-as-service, autonomous vehicles, connected cities, IoT, end-of-life and many more key touch points.

This took the form of a digital landscape of screens, architectural models, 3D-printed details and embedded broadcast cameras for a miniature car to drive across, augmenting its journey with content and messaging whilst placing the audience into the scene at Godzilla scale.

A sushi conveyor belt moves the cars around the track which allowed us to pinpoint their positioning at each of the 6 scenes. The content was meticulously planned as the mechanical position of the belt drives the digital playback heads forcing us to abandon ‘frames-per-second’ and work in ‘frames-per-mm’ instead.

Building on the success of last years MWC activation, we had to create a new medium for telling the ‘5G for business’ story that would engage our audience and stimulate discussion for their team of business builders.We decided to embed all the key areas of business into a single narrative ‘The life-cycle of a car’ encompassing manufacturing, shipping, logistics, product-as-service, autonomous vehicles, connected cities, IoT, end-of-life and many more key touch points.

This took the form of a digital landscape of screens, architectural models, 3D-printed details and embedded broadcast cameras for a miniature car to drive across, augmenting its journey with content and messaging whilst placing the audience into the scene at Godzilla scale.

A sushi conveyor belt moves the cars around the track which allowed us to pinpoint their positioning at each of the 6 scenes. The content was meticulously planned as the mechanical position of the belt drives the digital playback heads forcing us to abandon ‘frames-per-second’ and work in ‘frames-per-mm’ instead.


Sadly, MWC was one of the first events to be called off over the corona pandemic but we were able  to install the project at the Ericsson campus in Stockholm before lockdown began. A few clients even got to check it out.

GENUINE X – PART OF JACK MORTON FOR ERICSSON

The team behind the project includes:

JON FIDLER, JEN ROSS, SEBASTIEN JOUHANS, BARNEY HEWLETT, MKKEL EGELUND, CHRIS JOHNSTONE, PEDRO PANETTA, JAMES BELL, RHIANNA DAVIES & TIM & JON AT WE.DIRECT