The launch event for the new Infinix NOTE 40 series smartphones was held at the Sepang International Circuit in Malaysia, a choice that reflects the brand’s innovative approach to traditional product unveilings. The event featured a large-scale interactive and immersive art space created by OUTPUT‘s contracted experiential design and art team, Studio TISH, offering attendees a stunning visual feast that blends art with technology.
1. Where Humanity Blending with Electricity
At the forefront of the Infinix NOTE 40 series launch event was the spotlight on the experiential design and art team, Studio TISH, and their interactive light art installation, BIOVOLT. The spatial concept of the event revolved around an “electrical experiment,” aligning with the brand vision of “building a self-gravitational field.” This vision was brought to life through BIOVOLT, which immersed attendees in an electrifying journey from charging to discharging, echoing the brand’s vision.
Created by Studio TISH, BIOVOLT showcased not only the functional and performance aspects of Infinix technology products but also seamlessly integrated the aesthetics of art with the mastery of technology, delivering a visual and sensory feast for attendees. Yves Peitzner, founder of Studio TISH, explained the naming of the installation as BIOVOLT, emphasizing its focus on the interaction between humans (bio) and electrical energy (volt), conceived in synchrony with the launch of Infinix NOTE 40 series. The installation delved deep into the intricate dance between human interaction, technological innovation, and the unseen yet palpable power of electricity, serving as a vivid metaphor for the continuous exchange of energy and information in modern life, underscoring the vital connection between electricity and humanity.
The entire installation comprised a series of LED light strips spanning 15 meters, with the lights flexibly transforming through the touch and movement of observers. Yves Peitzner orchestrated the interplay of light and shadows to create mesmerizing visual effects, inviting attendees to become an integral part of the circuit flow through interaction. This engagement, far from mechanical, represented a profound connection, showcasing the symbiotic relationship between human intent and electrical energy.
Interacting with BIOVOLT required no complex maneuvers; in the absence of human interaction, the art installation cycled through its standard lighting mode. However, when participants picked up the Infinix NOTE 40 from the interactive platform, the phone’s gravity sensor triggered an interactive light show. Swinging the phone from side to side allowed users to experience real-time interaction with the installation, with the lights mirroring the phone’s movements, creating a mesmerizing spatial effect. Placing the phone on the stand initiated a charging mode, offering every attendee the opportunity to effortlessly engage in a futuristic “light and shadow electro-experiment.”
This fusion of art and technology was nothing short of astonishing, demonstrating the boundless possibilities at the intersection of art and technology.
2. Art and Business Collide in Innovative Breakthrough
BIOVOLT transformed the entire space into an immersive electro-experiment arena, vividly showcasing the rapid charging capability of the Infinix NOTE 40 series—equipped with Cheetah X1 Chip. This innovative chip is the foundation for the new All-Round FastCharge 2.0 in the NOTE 40 Series of smartphones. The rolling and flickering shadows harmoniously intertwined with the remarkable features of this innovative technology.
TISH Studio, a Germany-based experiential design and art team founded by Yves Peitzner and Jelena Gregov, specializes in the development of digital and real-world experiences. Collaborating with forward-thinking brands and organizations, they focus on the intersection of art, design, and technology, providing integrated audiovisual and interactive installations and creating new physical experiences through seamless digital technology.
They believe that despite awe-inspiring technology, the essence lies in being human-centric. This core philosophy was evident in their latest art installation. Through unique light and shadow transformations, Yves Peitzner visualized the surge in battery levels during the charging process, not only highlighting the product’s cutting-edge technological specifications but also allowing individuals to tangibly feel their dependence on electrical energy and their relationship with it.
What invisible bonds connect us, humans, to electricity? What is the nature of the collective energy upon which we rely and share continuously? This installation transcended traditional art forms, inviting people to collectively experience and find answers to these questions through interaction, interpreting the intricate essence of the interplay between humans and technology driven by charges, in an artistic and poetic visual manner.
It’s noteworthy that OUTPUT handled the overall planning, producing and execution of the event, maintaining an internationally leading standard of production and innovation in creating immersive experiences. From the conceptualization of the exhibition space and interactive installations to the mixed reality creative teasers and the distribution of visuals on social media, OUTPUT transformed the event into an immersive futuristic digital launch event.
Through spatial design and interactive installations, OUTPUT and TISH Studio constructed a metaphor for human and electrical innovation, symbolizing the ongoing motion of energy and information exchange in modern human life. OUTPUT, leveraging its integrated marketing expertise and mature global creator ecosystem, provided forward-thinking market insights and creative resources for the event. Through this interactive immersive space, OUTPUT and Studio TISH implanted the spiritual concept of the Infinix NOTE 40 series into the hearts of consumers in the most direct and engaging manner.
It can be said that the launch event of the Infinix NOTE 40 series was a breakthrough in combining art and business, showcasing an innovative and groundbreaking expression of art and technology. It not only demonstrated the poetic and aesthetic aspects of technology but also showcased the human-centered design of products with leading performance, paving the way for future product design and innovation.