From Traditional Out of Home Advertising to Fake Out of Home Advertising What is meant by “Fake Out of Home” (FOOH)? Fake Out of Home uses digital technologies, such as Computer-Generated Imagery (CGI), to create advertising messages that appear to be physically present in public spaces, but actually only exist in the digital realm. This…
Art is interactive. Always has been. Spectator involvement, more or less implicit, is an integral part of artistic ontology. In a sense, the spectator has never been passive, even when merely standing in front of a painting. For a long time, the spectator-artwork relationship only involved one of the human senses: sight. However, throughout the…
From their original artistic contexts, immersive installations have been adopted by the communication world as a corporate marketing medium. The high emotional involvement they are able to provoke, their ability to transport visitors inside other realities, and their degree of memorability are very attractive features for brand communication. Immersive installations are a powerful tool for…
