Time Warner: Home to the Future
How do you invite people home to the future?
Faced with growing competition from telephone companies, Time Warner wanted to develop an original experience to showcase their latest digital products in a temporary exhibit at Time Warner Center, their New York headquarters. They turned to ESI Design, which created the stunning “Home to the Future” exhibit where customers could try out Time Warner’s cutting-edge technology and soon-to-be-offered innovations.
The centerpiece of the experience was a four-story, scrim cube rising through the building’s atrium, featuring a light show at night that was visible from blocks away. Fifty 60-inch plasma screens suspended along the height of the cube’s facade displayed dynamic content from Time Warner. A mock kitchen, living room and bedroom surrounding the cube demonstrated the possibilities of integrating new technologies into the home. Time Warner employees in each “room” demonstrated products such as video on demand, high-definition programming, and digital phone service.
This powerful brand experience attracted industry, public and press attention. More than a million people visited the installation throughout its month-long tenure.
Following the overwhelming success of the original design, Time Warner challenged ESI to creatively convert it into a mobile experience to reach customers in major U.S. markets. ESI designed a transitory ‘Home to the Future’ with simulated kitchen, living room, and bedroom environments where visitors could interact with new and emerging digital technologies. The ‘Home to the Future’ mobile experience toured local U.S. markets throughout 2008, reaching a wide national audience.