SXSW 2017 was an absolute whirlwind this year! Between networking events, client parties, tech meet ups, and industry happy hours, who can find the time for work? Well, hats off to my team here at Sparksight because they all worked almost every night of SXSW, helping clients pull off various events to show off their latest and greatest. Though many of the projects the Sparksight team helped out with were really fun, I think I got the luckiest assignment of all… Sony’s “The Wow Factory”! The team worked very hard to pull it off and we’d like to share the inside scoop.
Sony’s Innovation Laboratory; The Wow Factory
If you didn’t get the chance to visit the amazing event that Sony hosted this year at SXSW, I am happy to have the chance to fill you in on all the cool technology they featured at their event here in Austin, TX. I had the privilege to work with Sony’s team to produce a series of “stories” to show an outsider’s reaction to their awesome new innovations. As a first timer with VR, WOW was I am outsider! I was truly amazed by each team presenting there and I loved being a part of it. Plus, getting to try every experience and wait in zero lines was pretty cool too.
This feature aims to share my personal experience, for a more in depth analysis please see Sony’s official “Wow Factory” page.
Wow Factory Spiderman Climbing Challenge
The first showcase I tried out was the “Immersive Moving Projection Technology: Spiderman Climbing Challenge” featuring Sony’s new moving projector technology. They were not kidding with the challenge part! Laugh now but that rock wall was seriously tough to climb! I’ve got a new found respect for bouldering and all those who are able to do it… as I am not included. Watch me fall off the wall a few times here.
This exhibit was featuring the new moving projector technology which allows the player to interact with Spiderman’s instructions as they climb across the wall. The projector recognizes where you are and succeeding rocks on the wall light up as you follow the indicated path. IF you can do it that is… my harness was working overtime….
Music Visualizer & Cyber Gym
Next I tried the immersive music experience and cyber gym. The technology featured here was a spherical cup that you are “in” which simulates virtual reality without the headset. The musical portion goes along with whatever song you choose and creates visuals to explicate the different types of sounds. The second function they showed me was the virtual tour through Tokyo, which was awesome! I have never been and it truly felt immersive, personalized, and incredibly stimulating. It was so realistic you felt like you could almost smell the street food sizzling. 
The third application was probably my favorite, the Cyber Gym. I think I could work out forever with one of these it was so much fun! You hop on what looks like an exercise bike and ride through a space game which reminded me of Rainbow Road. You collect gold tokens and before you know it you’re sweating but all you really care about is getting the high score! (Which was mine if you were wondering).
Mixed Reality CAVE Experience
One of the more peaceful experiences was the quick visit to Tokyo and Switzerland. Just kidding, but that’s how it felt! In the Mixed reality cave experience I traveled, made music, played with interactive imagery on the walls, it felt like a room without limits! I wouldn’t mind spending more time exploring the world while staying put.
Future Lab Program
This exhibition was comprised of two different concept prototypes “N” and “T,” both of which were wildly cool. You can find out more about the prototypes on their site.
The “T” prototype has various use cases that combine interactive projection with touch, visuals, and sound. In the above photos, the participant can rearrange blocks make different sounds upon touching them, or any other object within the projection space.
The “N” prototype is a set of headphones, but much more. You wear the headset around your neck which allows you to listen to music, but still hear whats going on around you. The technology directs the sounds straight up to your ears and the microphone at your mouth. When you say “Listen up Nigel!” there are various functionalities you can access. For example, you can request for “Nigel” to call someone, tell you the weather, give you directions, and more! As this is only a prototype I am anxious to see what all Nigel can do when he is a full blown product.
Rez Infinite + Synesthesia Suit
One of my favorite exhibits at the Wow Factory was definitely the Rez Infinite VR game where you travel through space attacking the enemy, while wearing a synesthesia suit. I know its a fantastic look…. but don’t let them fool you that suit will zap you! It doesn’t hurt but it is certainly startling and effectively engages you body and mind into the environment of the game.
This was actually my first VR experience and I suppose I am ruined forever because all the VR innovations I tried at the Wow Factory were absolutely incredible. Stay tuned for part two to learn about the other insane VR experiences they put on for this exhibition.
If you can believe it, the above experiences were only half of the amazing technologies that Sony brought to the Wow Factory. Don’t miss the next post that covers more fascinating tech innovations and a VR zombie war with 3D touch, sound, and visuals – to say the least, it freaked me out!
Anyone else try out any of these exhibits at SXSW this year? Please share your experiences in the comments section below!
