Blauer Cube Experience with WATCHOUT DrawLight

Immersive Storytelling At Fashion Fair With Dataton Watchout

An immersive cube, presented with a Dataton WATCHOUT multi-display system, set the scene for a major brand at a key Italian fashion event.

With its usual date with the Italian "Pitti Imagine Uomo" fashion fair on the horizon, luxury brand Blauer USA turned to DrawLight Immersive Studio for an innovative approach that would embody the history, quality of materials and lifestyle of the company's designs. DrawLight presented a bold concept using Dataton WATCHOUT multi-display software to create an immersive experience.

“Motivated by the challenge brought to us from Blauer USA, we created a solution that breaks the mold, welcoming visitors into an immersive brand-storytelling experience: the Blauer Cube Experience,” says Lorenzo Beccaro, co-founder and technical director, DrawLight, Padua.

The traditional concept of the Blauer booth was completely redesigned and integrated with a centrepiece 3x3x3 meter immersive cube with back-projection. DrawLight filmed 360° content in New York for the cube and created a hypnotic cinematic sequence combining glimpses of New York, geometric animations and original visual effects. A Dataton WATCHOUT system working with three high-power projectors provided synchronised playback of the footage on the cube's three walls throughout the four-day event in Florence, Italy.

Check out the video on YouTube: Blauer Cube Experience


About Dataton and WATCHOUT

Founded in 1973, Swedish show control developer and manufacturer, Dataton serves core markets in multi-media entertainment, visitor attractions, digital signage, scenography, event production and corporate AV. The company’s flagship product is the award-winning Dataton WATCHOUT multi display production and presentation system. Fully scalable, software-based and requiring no proprietary hardware, WATCHOUT orchestrates still images, animations, graphics, video, sound and live feeds into a single impressive show across multiple display areas, either soft-edge blended or scattered. Research and development facilities are in Linköping, Sweden, and Dataton has worldwide representation through an established partner network.

Find out more about Dataton, WATCHOUT and recent projects: | Facebook | Twitter | Instagram 

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.