THE CHALLENGE

GE and BBDO New York needed a high-profile, immersive activation that could seamlessly blend complex engineering concepts with cutting-edge interactive technology during Creative Week in NYC. The goal was to build a captivating public installation in Brooklyn on an aggressive three-week timeline, requiring a flawless integration of advanced motion sensors and 3D projection systems to turn an advertisement for energy-efficient jet engines into a deeply engaging consumer experience.

THE SOLUTION

STN COLLECTIVE engineered "ThrottleUp," a blacked-out holographic chamber powered by a sophisticated multi-technology framework. The installation paired a SoftKinetic sensor camera to capture real-time hand movements with Musion Eyeliner projection technology, allowing users to build a virtual GEnx engine via gesture control. This experiential design successfully transformed a standard brand message into a technologically dazzling, multi-sensory destination that educated and captivated audiences.