"Nikon – At the heart of the image." This claim inspired a 3D media installation that was as emotional and visually stunning as the Nikon brand itself – a sculpture of images that captures the gaze of trade fair visitors and makes them part of the installation itself.
With a hundred monitors, madhat created the central object on the Nikon Booth at Photokina 2012: the ‘Nikon Heart’. This rotating object measured six metres by six metres, and showed brand/product films and teasers for the stage show on a total width of nearly 8,000 pixels. All films were produced specially for the complex arrangement of monitors.
Visitors could also take self-portraits at eight interactive terminals and view them immediately on the Heart. At the push of a button, they could also share their Heart Portraits with friends in social media forums – straight from the fair. All media feeds (8K videos, live content, show time schedules) were controlled from an iPad.
During the six-day fair, visitors took and shared more than 20,000 pictures. Visitors and fair staff unanimously voted the Nikon Heart the “most interesting area at Photokina 2012". In 2013, it won an ADC Award in the category ‘Craft’.