Archive notice: This article was originally published on May 5, 2009. Links and embedded videos are preserved as part of the historical record.
At the recently concluded Auto Shanghai show, NEONRED GROUP’s multitouch table attracted substantial visitor interest. The Hürth agency built the exhibit for Daimler’s smart stand. Its distinguishing feature was multitouch technology supporting nonlinear navigation for the first time: every visible element could be manipulated directly, allowing users to move, rotate, enlarge or reduce objects intuitively.
The billiard-table-sized multitouch screen impressed visitors particularly with its speed and 1920×1080 high-definition resolution. Visitors could explore smart’s communication themes through play. One application was a virtual guitar associated with Steve Appleton, then the face of smart’s advertising campaign. Several people could pluck its strings simultaneously with their fingers on the screen.
NEONRED said its multitouch technology significantly increased the time visitors spent at the smart stand compared with other trade-show appearances.
Benedikt Hilger, manager of brand events and motor shows at smart, explained: “We decided early on to use this elaborate multitouch exhibit in Shanghai because Chinese consumers have a strong affinity for high-tech products.”
He added: “This has set a clear direction for our future event communication. We want to interact with trade-show visitors instead of burdening them with advertising.”
Following the Shanghai deployment, NEONRED was already planning additional multitouch exhibits for IAA 2009 in Frankfurt.
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