Mumbai in augmented reality at MCHI-CREDAI Property Exhibition 2013
by EVENTFAQS Bureau | < a href = '/news/corporate-brand-marketing' > Marketing a > | May 7, 2013 | News
The Maharashtra Chamber of Housing Industry, a member of the Confederation of Real Estate Developers' Associations of India (MHCI-CREDAI), recently organized its 21st Real Estate and Housing Finance Exhibition in Mumbai. The expo was held from April 11 to 14 at MMRDA Grounds in Bandra Kurla Complex and was executed by Go Bananas. One of the highlights of this expo was the presence of an augmented reality zone that treated visitors to a real-world view of Mumbai and its burgeoning real estate. Transhuman collective was commissioned to create and execute the augmented reality zone there.
The theme for the MCHI CREDAI 2013 Property show was 'Mumbai Makes Me Happy', which was conceived by Go Bananas. The interactive experience was created keeping this theme in mind. The reality zone was structured around some of the most identifiable elements of Mumbai like the growing infrastructure, Ganesh Festival and Dahi Handi. Other elements like the Dabbawalas and Bollywood were augmented through the audience live feed, giving visitors the opportunity to interact with the augmented elements in real time.
Speaking about the plan and set up of the zone, Mihir Ranpara, Director, Go Bananas, stated: "Immaculate planning and logistics was involved in setting up the show. The augmented reality zone was planned 2 months in advance. The process involved multiple recesses and required flawless technical setup. A dedicated zone was created for this experience."
Go Bananas collaborated with Transhuman Collective which deals in new media artists and designers in the country, for this event. The agencies have worked on several projects together, since Transhuman's inception.
Commenting on the challenges faced during the creation and implementation of the reality zone, Snehali Shah, Co-Founder, Transhuman Collective, said: "Go Bananas wanted to create the most spectacular and unforgettable augmented reality experience for the visitors and that was the one line brief given to Transhuman Collective. There are very few augmented reality experiences created around the world, so we wanted to push the limit and wanted this to be one of the best in the world. The main challenge was to design the 3D content and set a benchmark. One of the sequences, where the audience creates the future city of Mumbai just by moving their hands, was the most challenging. We detailed the whole city of Mumbai which included the Future skyline, the Worli sea link, Gateway of India, CST and the monorail."
Watch a video of the augmented reality zone at http://www.youtube.com/watch?v=4gwxGGLcQzY
Mumbai’s best developers are displayed in a real-world feel by Transhuman Collective and Go Bananas.