ADVERTISING AT CURRENT AFFAIRS: SOCHI WINTER OLYMPICS
British designer Asif Khan has partnered up with MegaFon to create ‘MegaFaces’, a kinetic façade that displays spectators faces in 3D. The aim is to make people the face of the Olympics. Khan has described the pavilion as ‘a synergy between architecture and digital platform’.
Positioned at the entrance of Sochi’s Olympic Park the interactive façade displays 3D portraits at twenty-second intervals. Spectators are invited to have five photos taken in a nearby booth, which allows the system to build these into a single 3D image. Each person is notified of when his or her portrait will appear. An estimation of 170,000 faces (according to the Independent) will be shown throughout the Games.
With ‘selfie’ being named Oxford Dictionaries word of the year in 2013, its great to see this dynamic social activity making its way into DOOH – and with Russian support. Spectators seemingly enjoy their 20 seconds of fame and are happy to become the digital faces of the Winter Olympics – in real-time. On twitter some of the most recent posts can be found using #faces2014 and #megafaces.