Q&A with Kiryl Chykeyuk, CEO and Founder, HYPERVSN, on what ‘Vegas’ needed next – phygital transformation.
The live entertainment and events industry thrives on delivering memorable experiences to attendees. Whether it’s music, sport, live performances or film launches, unforgettable moments can forge the lasting bond that keeps ticket sales high and drives competitive differentiation.
Undoubtedly, the physical elements of a show continue to be the centrepiece. But for the audience members not in the front row, they may feel less connected to the performance.
Digital elements can complement and enhance the physical aspects of a live event or performance, allowing every attendee to connect deeply with the show.
The term ‘phygital’ is more often describing this mix in 2023 and has been a driving force behind the creation of the MSG Sphere in Las Vegas.
As the world’s largest spherical structure at 112 metres tall and 157 metres wide, the venue promises immersive experiences on a scale never seen before.
Rock veterans U2 wasted no time in tapping into the Sphere’s capabilities with supporting imagery of the Grand Canyon and helicopters flying over the heads of spectators.
Also introduced in the venue is the film Postcard from Earth, an immersive experience incorporating various elements including flashing lights, intense lighting, visual effects, audio and seat haptics.
Atmospheric simulations, including fog, scent and wind are also incorporated.
But the Sphere doesn’t just deliver on the stage. Memorable experiences can begin from the moment a viewer steps through the front doors, and that’s where HYPERVSN comes in.
How does the HYPERVSN SmartV Wall technology work in the Atrium?
Our HYPERVSN SmartV technology makes up a 15 metre-high 420-unit holographic wall that attendees initially see on arrival at the Sphere. HYPERVSN SmartV is a new generation platform that enables interactive 3D holographic content in a variety of settings. It can render 3D content in real-time and respond back to the audience in real-time, depending on various inputs such as voice and motion control. With the displays synced up to our HYPERVSN SmartV boxes, the venue can control which type of content is shown on the wall by customising how each individual display behaves.
What are the technical details behind the installation? Were there any challenges along the way?
In terms of the technical capabilities, the wall boasts a nits brightness level of 3000. To put that into perspective, tablets and smartphones typically contain an absolute maximum of 1000 nits. Ultra-fine pixel pitch (up to 0.65mm) adds to the visual experience for attendees. The lower the pixel pitch, the greater the ability for viewers to stand close to the screen and still enjoy a clear image. The result is a solution with the brightness and quality that compares to the best LED panels available on the market.
The HYPERVSN SmartV solution can also be connected to camera, voice and tablet controls. Other external triggers, such as motion sensors or sources from the internet can be used to trigger content on the wall, providing the user with a truly interactive experience.
Of course, any installation of this size takes many hours of dedicated work from installation and customer excellence teams and it wasn’t without some tricky moments at times. There were a high number of IT suppliers to collaborate and coordinate with to ensure that project milestones were met. Despite the scope of the challenge, the final result shows that there is almost no limit to the immersive experiences that can be built with this technology.
What can be shown on the wall in the atrium? Are there any limitations?
We would always encourage our customers to bring 3D content to life with this immersive technology, as no flat 2D display will truly do it justice. The MSG Sphere opted to deploy pre-made renders of 3D objects from The Sphere Experience show, including holographic art installations, but the possibilities are endless. Organisations can develop custom applications for their brand, be it a holographic digital avatar, interactive educational content or a holographic game. There really are few limitations as to how big this can go.
Unparalleled audience experiences with a blend of strategy, creativity and technology
We know that in the events space, consumers are parting with their hard-earned money in a time where household budgets are tightening. It’s placing increased pressure on organisations to deliver exceptional value. A careful blend of strategy, creativity and technology is needed to craft unparalleled audience experiences as businesses vie for positive word-of-mouth, customer loyalty and a reliable flow of ticket sales.
It’s those that successfully meld physical and digital elements that will be placed to leaving a lasting imprint on the memories of attendees. Holographic solutions and augmented realities have moved beyond the gimmicks that they were once pigeonholed as. They are a core element of a transformative shift in the events industry.
