AUGUST 20 – 21, 2008
For the second time this year there was a dome erected at the South Street Seaport in New York City. It was a 50 ft. event dome custom-made for Obscura Digital and used by Canon to launch a new line of cameras. This dome, which has a unique design, is only the third of its kind to be produced by Pacific Domes. It has an aluminum frame which can be seen on the outside and a gray cover that is suspended from it on the inside. This arrangement, which is the inverse of our standard dome design, is ideal for Obscura’s state-of-the-art digital projection. They are able to install their proprietary projection liner inside, confident that their full-surround video footage will not be obstructed by the geodesic frame.
Tennis diva Maria Sharapova was the star of this promotional event that took place in New York. The dome, known as “Canon Center Court,” was set up to mark the start of the U.S. Open and to launch Sharapova’s new TV spot for Canon PowerShot cameras. On the evening of August 20th the dome welcomed members of the press, Canon executives and radio station contest winners for a private party. Inside the dome guests dined on hors d’oeuvres while they were treated to scenes of Sharapova, sports, nature and wildlife that were projected onto the dome’s ceiling. The highlight came when Maria Sharapova introduced her new commercial while standing on a stage covered with Astroturf and white tennis court lines. The she presented the Canon PowerShot Diamond Collection which features five limited-edition diamond studded cameras that she helped design. These cameras, which will be given away in a sweepstakes, were on display as the centerpiece inside the dome.
The dome was open to the public earlier that day and the next day, targeting consumers. Situated in an area with a high volume of foot traffic, the large structure drew lots of attention. Those who ventured closer to see what all the buzz was about were invited to walk the red carpet leading into the dome. Visitors were swarmed by fake paparazzi only to see their own faces projected on the ceiling as they entered. Inside they could compete against Sharapova in a game of virtual tennis on a Wii console; have their picture taken with a Sharapova look-alike or cardboard cutout and see it reproduced on a Canon printer; or even play with the latest Canon digital cameras that were attached to tables. It was an immersive environment intended to engage the consumer and create an unforgettable branding experience.
You can watch a brief video by clicking here.
Pacific Domes Webiste
