Title	HERE - AUGMENTED CITY MODEL
Brand	HERE GLOBAL B.V.
Product/Service	AUGMENTED CITY MODEL
Category	D04. Brand Installation & Experience
Entrant	GRAFT Berlin, GERMANY
Idea Creation	GRAFT Berlin, GERMANY
Production	MONOMANGO Berlin, GERMANY
Additional Company	MODELLBAU MILDE Berlin, GERMANY

Name	Company	Position
Linda Stannieder	Graft Brandlab GmbH	Managing Director
Sebastian Sährig	Graft Brandlab GmbH	Project Manager
Maxi Cook	Graft Brandlab GmbH	Design Director

The Campaign

GRAFT Brandlab innovated a new way of showcasing HERE’s capabilities with a travelling exhibit that is used in various events and locations. Custom designed projection mappings on top of a city model that allowed an animation to tell the story of different location intelligence scenarios. The illustrations explain narratives in a way that makes them easily understandable for new customers, and at the same time creating a unique, engaging and entertaining exhibit. The projection mapping make the exhibit not only a beautiful object in itself, it also makes big data comprehensive for everyone, turning it into an exciting spatial experience in events and trade shows worldwide.

Creative Execution

The central component of the installation is a part of the city center of San Francisco. The model is 2.2m long and has a width of 1.2m. The 3D city data from the client had to be drastically reduced to be able to produce a model for the purpose of the projection mapping. Various animated scenarios bring the model alive, transforming the grey and clean urban landscape into an alive and vibrant city.

Indication of how successful the outcome was in the market

The model creates a huge impact on trade shows and events worldwide. The feedback from people engaging with HERE and the model as well employees working with it is outstanding. To serve the different market needs a second model was created that is serving markets and events parallel to the first one.

The model of the city center of San Francisco especially targets new customers. Using projection mappings on top of a city model as a storytelling device that presents different technologies and user scenarios, the project makes use of available technologies in a new way. Our approach makes complex operations visible and easily understood. Viewers can directly observe the impact key data such as traffic jams, different daytime traffic flows, the search for parking lots, accidents, e.g. have on their own behaviour and customised services.