Blogs @HP

July 21, 2016

Innovation

HP joins top musicians and artists to bring immersive computing experiences to life

Company sponsors The Lab to reinvent art, music and technology collaboration at NYC festival.

By Sarah Murry, HP Newsroom

At HP, technology inspires creativity in ways that make ideas come to life. That’s why the company is participating in an innovative new campaign to sponsor The Lab at this weekend’s Panorama music and art festival.

The Lab, presented by The Verge and powered by HP, features seven interactive installations by New York-area artists that combine technology, artistry, interactivity and design. The event itself features a range of edgy and indie rockers including Kendrick Lamar,  Alabama Shakes, Arcade Fire and The National, among other headliners.

“The relationship between art, music and technology is blurring in ways unimaginable,” said Antonio Lucio, Chief Marketing Officer at HP. “HP is helping creators push the boundaries of innovation and expression– and our core technology is enabling these artists to create things they could have not done before by turning inspiring ideas into reality and ambitious challenges into memorable achievements.”



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Described as a “playground of music and technology,” The Lab is comprised of three elements: a façade, the exhibition space and a massive dome that houses a 360-degree virtual reality theater. The façade encompasses the entire exterior of The Lab and serves to heighten the visceral experience for the attendees. The ultra-high-definition video will be projection-mapped onto the surface of The Lab creating a new visual journey throughout the festival.

The exhibition will feature a series of dynamic and immersive art installations driven by powerful HP technology to create truly amazing experiences. Artists’ installations by Emilie Baltz, FutureWife, Dave & Gabe, Gabriel Pulecio (aka Lustix), Mountain Gods, Red Paper Heart, and Zachary Lieberman were made with HP technology. See the full lineup here. There is also a 70-foot, virtual reality dome that allows festivalgoers to experience a 360-degree immersive theater and relax in a VIP experience.

As the exclusive technology sponsor at Panorama, HP has the opportunity to connect with consumers directly and showcase amazing technology. The partnership includes interactive stations where festivalgoers can get hands-on experience with HP’s high-performance lineup of workstations, its premium family of laptops and Sprout by HP, a fully integrated desktop 3D scanning solution that lets you grab things from the real world, manipulate in the digital world, and bring back to life in a physical space.


"This event is a manifestation of how HP is reinventing itself, using immersive technology to bring ideas and experiences to life."


Antonio Lucio
Chief Marketing Officer at HP

Reinventing sound

Of course, a weekend at Panorama wouldn’t be complete without an inspiring lineup of live music from award-winning artists. HP is proud to align with musicians that have truly reinvented their place in the world of music, whether it’s a nod to Kendrick Lamar, who puts vocals front and center, or progressive Southern revival rock band Alabama Shakes, or the recently reunited LCD Soundsystem, who weave technology into their set. Sia, Run the Jewels, A$AP Rocky, Sufjan Stevens, Major Lazer and a solo set by Beastie Boys' Mike D are also among the artists participating in the inaugural festival from Goldenvoice, the organizers behind Coachella. It’s all about artists creating truly amazing experiences through expression—a stance that HP champions.

Reinventing the wristband

The art on the Panorama event wristbands was designed by students at Bronx Letters elementary school, located in District 7 in South Bronx, NY, using Sprout by HP technology. The students participated in a “create-a-thon” during the school year where they developed and submitted their original designs. Three students’ designs were chosen – one for each day of the festival. These wristbands will give festivalgoers access to exclusive sites within The Lab. The festival, in its inaugural year, takes its name from the Panorama of the City of New York, a nearly 10,000 square-foot-to-scale model of the city located in the Queens Museum.

The Museum of Reinvention featured artists

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Artist: Zachary Lieberman
Experience: ‘Reflection Studies,’ an installation by which guests can manipulate light patterns with a light table.

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Artist: Dave & Gabe
Experience: ‘Hyperthread,’ consists of 7 silk suspended "cocoons" and each acts as interactive AV musical instruments that users can play by sitting in or touching.

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Artist: Gabriel Pulecio
Experience: “Infinite Wall” is an interactive mirror wall equipped with a motion sensor. The sculpture can capture one or more persons’ position, triggering a ripple in the lights around the visitors in response to their change of position.

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Artist: Red Paper Heart
Experience: “Pinball Performance” allows visitors to step up and take control of the display to create a visual experience for those around them.

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Artist: Mountain Gods
Experience: “Gigantic Gestures” allows visitors to act as a giant hand using their entire body as an input device that will interact with a life sized touch sensitive phone in a kinetic manner.

Image | future wifeArtist: Future Wife
Experience: “Visceral Recess” will be created by installing an inflatable structure that encourages bouncing, hugging, rolling and squeezing.
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Artist: Emilie Lucie
Experience: “Cotton Candy Theremin” is a cotton candy spinning performance at the intersection of food, design, performance and technology.

HP technology experiences

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Spectre x360 interactive experience: Displayed on four stands, the Spectre x360 will showcase the flexibility and 360-degree capabilities in a photo experience that will be shared through social media.

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Premium – Lab app and the Fiber Optic Structure:  Premium Notebooks will be displayed where guests can experience the HP Lab App that will generate a video to be shared in their social channels.

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Gaming – Omen: Two players will play against each other, in a custom game. The winning team will receive wristbands into the HP Lounge.

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Reinventing new frontiers: Entering the 360-degree dome, viewers see a four foot wall featuring the ‘Reinventing New Frontiers’ campaign, which will showcase HP’s mobile ZWorkstation partnership with NASA and the International Space Station.

Panorama continues through July 24.  Follow the action on Twitter with the #Panorama hashtag and at @PanoramaNYC, @HP News and @HP. Members of the press can contact HP’s Tom Suiter for more details.

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