Microsoft Physically Places Influencers Inside a Song
DELQA was an interactive installation that provided Microsoft the chance to improve its brand perception among cultural influencers and creators, specifically in the music and technology community. It achieved that by allowing the audience to physically go inside a song created by music producer and artist Matthew Dear, and created a dynamic and immersive environment that pushed the relationship between music and technology as well.
The activation took place in a large aluminum frame with mesh walls that curved and sloped at unexpected angles and a 44-channel spatial audio system that allowed people to experience the installation in 3D. As people interacted physically with the elements around them, Microsoft’s Kinect technology detected their movements and shaped the composition in real time, essentially allowing people to create their own version of Dear’s song.
A team of architects, media artists and sound engineers, using Microsoft Kinect technology, constructed the installation, which was the centerpiece of a three-month program at the New Museum in New York City. The experience generated more than 4M impressions, video content reached more than 243M views and lifted positivity about Microsoft by 12 percentage points. Talk about Kinections.