Three-dimensional screen seeks commercial use
On Tuesday evening, a new three-dimensional screen called Nova will make its debut at Zurich Central Station. It will remain ad-free, but commercial use is planned for future versions of the illuminated cube.
On Tuesday evening, a new three-dimensional screen called Nova celebrates its premiere at Zurich Main Station. Nova was developed by ETH Zurich together with partners from the private sector. The ETH spin-off Horao Media is responsible for the idea and project development. For the imaging cuboid measuring 5x5x1 meters at Zurich Main Station, sponsorship of the content is possible at most. However, the new format will be available as an advertising medium at other locations. Martina Eberle from Horao Media explained this to Werbewoche. Commercial use plannedIn future, the three-dimensional screen is to be produced in series and marketed commercially. "Our aim is to have a screen like this in every major city and at airports around the world," explained Eberle. For Nova's future locations, she expects a mixture of artistic and commercial use.
To achieve this, the aim is to talk to professionals from the advertising industry. A conventional commercial, for example, could serve as the basis for the commercial content, although it would have to be adapted. The screen requires new viewing habits, but should also serve as an oasis of calm.
The entire development of commercial use is like an experiment in which the partner companies can participate, explained Eberle. The size of the cube could also be varied for a different location. Contacts with a marketer for electronic media have not yet been established.
25,000 glowing spheresThe 3D screen is a 5x5x1 meter cuboid consisting of 25,000 glowing spheres. With an image refresh rate of 1/25 second and a color depth of 16 million colors, film sequences can be played. From one position the three-dimensional image is sharp, from another the viewer sees blurred, foggy sequences. A dynamic vanishing point simulated by software allows the image sharpness to vary. For commercial use, this aspect must be taken into consideration "You could, for example, consider which sequences from a commercial are central and show these in focus on Nova," says Eberle.
The new media format will hover permanently in the large hall of Zurich's main station for the next three years. As Martina Eberle told Werbewoche, the screen will display content from science, art and film. Companies have the opportunity to sponsor Nova content. Initially, Nova will primarily offer ETH a platform; algorithms from various research areas will be made visible. In addition, images relating to train travel will also be shown to create a link to the station as a location.
Carole Scheidegger
To achieve this, the aim is to talk to professionals from the advertising industry. A conventional commercial, for example, could serve as the basis for the commercial content, although it would have to be adapted. The screen requires new viewing habits, but should also serve as an oasis of calm.
The entire development of commercial use is like an experiment in which the partner companies can participate, explained Eberle. The size of the cube could also be varied for a different location. Contacts with a marketer for electronic media have not yet been established.
25,000 glowing spheresThe 3D screen is a 5x5x1 meter cuboid consisting of 25,000 glowing spheres. With an image refresh rate of 1/25 second and a color depth of 16 million colors, film sequences can be played. From one position the three-dimensional image is sharp, from another the viewer sees blurred, foggy sequences. A dynamic vanishing point simulated by software allows the image sharpness to vary. For commercial use, this aspect must be taken into consideration "You could, for example, consider which sequences from a commercial are central and show these in focus on Nova," says Eberle.
The new media format will hover permanently in the large hall of Zurich's main station for the next three years. As Martina Eberle told Werbewoche, the screen will display content from science, art and film. Companies have the opportunity to sponsor Nova content. Initially, Nova will primarily offer ETH a platform; algorithms from various research areas will be made visible. In addition, images relating to train travel will also be shown to create a link to the station as a location.
Carole Scheidegger
