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An early example of

experiential marketing

In this interactive pop-up customers experienced current and future cable offerings in home-like environments.

Faced with more competition, Time Warner wanted an experience to showcase their latest digital products.

Time Warner turned to ESI Design, who created the stunning month-long “Home to the Future” exhibit at the Time Warner Center where customers could try out Time Warner’s cutting-edge technology and soon-to-be-offered innovations.

The centerpiece of the experience was a four-story, scrim cube rising through the building’s atrium, featuring a light show at night that was visible from blocks away. Fifty 60-inch plasma screens suspended along the height of the cube’s facade displayed dynamic content from Time Warner. A mock kitchen, living room and bedroom surrounding the cube demonstrated the possibilities of integrating new technologies into the home. Time Warner employees in each “room” demonstrated products such as video on demand, high-definition programming, and digital phone service.

This powerful brand experience attracted industry, public and press attention. Following the overwhelming success of the original design, Time Warner challenged ESI to creatively convert it into a mobile experience to reach customers in major U.S. markets. ESI designed a transitory ‘Home to the Future’ with simulated kitchen, living room, and bedroom environments where visitors could interact with new and emerging digital technologies. The ‘Home to the Future’ mobile experience toured local U.S. markets throughout 2008, reaching a wide national audience.

Experience Design

Concept

Content

Data Visualization

Media

Software

Exhibits

Games

Graphics

Interiors

Sound

Staff Training

Systems

Wayfinding

Activities

Identity

Production

“Passersby will be unable to help notice an enormous square box floating in the lofty lobby of Time Warner Center, lit from within like a Japanese lantern.”

The New Yorker

Over 1,000,000 visitors

AWARDS

2008 Mark Awards – Gold Winner, Brand Image and Positioning

2007 MOD Awards – “Best of MOD” and “Best 20’x20′ + Design” Winner

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