The theme of self-expression and creativity runs throughout HP’s Coachella installations.
The Antarctic dome, which is about 120 feet in diameter and 60 feet tall, houses a 500-seat projection theater that plays 360-degree audio/visual, sensory experience powered by HP workstations. Inside, viewers can go on an adventure created by Obscura Digital and powered by HP technologies, with art from Android Jones, a maker of cutting-edge digital art, animation and music for immersive “journeys.”
Inside the smaller, sister dome, the HP Lounge, festival-goers can take HP’s newest Pavilion x360 convertible PC for a spin and try out its Windows Ink feature to design their own bandana, and then print their custom art with an HP large-format printer. There’s also a chance to pose with photographer Eric Pare’s light-sculptures in a 120-degree photo to share on social media.
This type of experiential, high-touch marketing is new for HP, which is looking to introduce its brand to a new generation of technology consumers, Gaspar said.
“This is a big departure from traditional advertising,” she said. “We are driving an emotional connection by bringing immersive experiences into new physical spaces.”