1. Project : Samsung Mobile CORBY Global Launch Event "Countdown"
    Client : Samsung Electronics

    Interdisciplinarity: Redefining global corporate presentation by converging catwalk, technology, space branding, digital art performance in Milano Fashion Week

    d'strict has implemented interdisciplinary R&D for several years to maximize the user's experience in the field of creative development, digital & analogue integration, technology, and brand space performance and management. The global launch event for Samsung's Corby, which was held in Milan, strategically demonstrated with d'strict's interdisciplinary R&D outputs in an physical space.

    The success of the Corby project does not limit itself to the combination of creativity and technology. The Corby global event has been recognized as an innovative experimental marketing practice which interconnected a physical space (Touch I platform in the orange room) with an online & mobile (email and mobile application) convergence, and was made possible via a strategic scenario.

    d'strict first decided on a launch show in the form of a fashion show catwalk in view of the Milan Fashion Week, reflecting the lifestyle of Corby target users, who are young, creative, fashionable, and speedy. It then added diverse interaction techniques and a mix of analogue and digital presentation within a campaign focused on the younger generation's fashion and style icons. By doing so, the Corby launch show was able to innovatively redefine conventional business presentation, which would otherwise have been relatively dull and ordinary.

    18M long, Real-time Gesture Sensing Hologram Runway

    d'strict opted for a 4D art-hologram runway for the Corby launch show. It was aimed at maximizing the effect of the performance by combining digital technology with analogue performance art. The performance was also significant in that it commercialized media art, previously known only to a select few, for diffusion to the general public.
    Both sides of the 18m-long catwalk for the fashion show were surrounded with holograms, producing diverse effects through active interaction with the models on the stage. The performance was organized so that 550 audiences on both sides of the stage would be able to see it.

    d'strict used its gesture-sensing hologram, SEE H, to make the holographic images react to the models walking aloing the 18m-long stage. Rather than simply "showing" enormous holograms, it demonstrated how holograms can interact in real-time with the models. Each hologram was created as a 3D image to make it seem as if the models were touching real objects.

    Debut Date : Sep. 2009
    Size : 18m * 3m (4320x720)
    Tools : Cinema4D, 3ds Max, Photoshop, After Effects, Illustrator

    Create : dstrict.com

    # vimeo.com/8049326 Uploaded 25.2K Plays 15 Comments
  2. For the re-branding of Patchi, a renowned gourmet chocolate maker, Minus5 Architects and Studio Mr.White proposed a projection mapping show for their flagship store in downtown Beirut. Both outdoor and indoor options were discussed. For the indoor proposal, we designed a show that would make an existing long decorative wall come to life with the projection mapping technique and carry elegantly the desired branding message. This video edit was produced to help the client see the ideas as close to reality as possible before going ahead with the project.


    Art Direction

    Music track

    Thanks to

    # vimeo.com/72734276 Uploaded 1,132 Plays 0 Comments
  3. Minus5 Architects and Studio Mr.White were approached by Sky Management, creators of the legendary Skybar Beirut, to be part of the think tank for 'O1NE', a visionary super club concept to open both in Beirut and Abu Dhabi. Designed by Sari El Khazen Architects, the O1NE's visual entertainment is predominantly based on a 360 degrees immersive experience made possible by an ovoid architectural plan with monumental interior projection walls. In 2011, we visualized the potential of the space through this visual experience proposal video in which we thrived to breathe a dynamic alternate reality into the nocturnal space highlighting the intricacies of the original architectural design and maximizing the immersive clubbing experience. With 3D video mapping techniques and rich custom designed content, we showcase exciting morphing moods of the space as well as the visual transformation capabilities that will keep the clubbing crowd entertained. This proposal also included projection mapping on the outdoor walls of the club as well as a branding concept.

    Type: Visual Experience and 3D Projection Mapping
    Client: Sky Management


    Art Direction : Hani Abyad / Daniel Georges
    Technical Direction: Omar Youssef

    O1NE concept: Sky Management
    O1NE Architectural Design: Sari El Khazen Architects

    The music is a mix of the songs:

    Technologic (Digitalism Remix) - Daft Punk
    Fire (Dub) - The Young Punx
    No Superstar - Remady P&R
    No Superstar (Calvertron Remix) - Remady
    No Superstar - Remady and Lumidee feat Chase Manhattan

    # vimeo.com/33857904 Uploaded 837 Plays 0 Comments
  4. For the launch of two of BMW's most anticipated models of 2012, Minus5 Architects and Studio Mr.White delivered an impactful car unveiling experience. Working closely with BMW and Spirit PR, we developed a continuous reveal scenario blending flawlessly the sophisticated individual characters of the all new 3 Series and the groundbreaking 6 Series Gran Coupé. In a holistic solution, we designed a transformable 24m wide stage and an arresting 3D mapping projection show in high definition synched to an originally produced climactic music. The shimmering backdrop of Downtown Beirut added the final touches to a highly glamorous event on Zaitunay Bay.


    3D Projection Mapping concept and Stage Design

    Technical Director


    Sound Producer

    Music Composition and Mixing/Mastering

    Projection, Lighting & Sound

    Event creation and management

    Special thanks to:
    BMW and the BASSOUL HENEINE team

    Opening music track:
    Take Care (Robin Da Hood Remix) - Drake feat. Rihanna

    © Minus5 Architects / Studio Mr.White / Spirit PR
    Special thanks to Pierre Khoury and Mounir Haydamous

    # vimeo.com/94947083 Uploaded 4,628 Plays 0 Comments
  5. When Flanco, the largest electronics and home appliances retailer in Romania, wanted to create a buzz for the opening of their new concept store in the Unirea Shopping Center, Minus5 Architects and Studio Mr.White were called to imagine a 3D projection mapping show on this historical landmark in the heart of Bucharest. The projection piece would be the closing sequence of the launch event created by the PR and publicity agency 4ACE which included concerts, a light and music show and live climbing of the building by the famous Alain Robert known as the French Spider-Man.
    The projection show was designed to be an upbeat visual piece mixing the building’s geometry with a celebration of Bucharest and Flanco's promise to provide the latest in new technologies.

    Big thanks to 4ACE Romania for their creativity and high professionalism.


    Art Direction: Daniel Georges / Hani Abyad
    Technical Direction: Omar Youssef
    Invited Artists:
    Alma Cazacu / Adrian Lazar / Cezar Ionescu
    Adrian Budritan / Razvan Oprea / Andrei Manoila
    Special thanks to:
    Elena Olteanu / Octavian Ureche

    Music: Edit of the song Always More (Yuksek Remix) by Autokratz.

    # vimeo.com/32524579 Uploaded 1,089 Plays 1 Comment



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