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Making Light Work This NYE

A new smart phone app for Sydney’s New Year’s Eve celebrations puts party-goers in the picture



BY ramith

December 11th, 2012


As the sun sets this December 31st, the huge team behind Sydney’s renowned New Year’s Eve celebrations are hoping that the power of viewer-participation will generate one of the largest light shows ever staged, globally.

The collaboration between Imagination, Telstra and the City of Sydney will see the anticipated 1.6 million harbour-side revellers elevate the program of pyrotechnical displays with the use of their smart phones and a specially developed app.

With pop icon Kylie Minogue appointed the role of Creative Ambassador one year after designer Marc Newson held the title, the festivities in 2012 focus on the theme of ‘Embrace’ – the notion of inclusion and interconnectedness being central to the call for viewer interaction.

Beyond the place-finding, communication aiding and informational features of the Android and iPhone compatible app – at four key points in the evening “colour moments” will be counted down on each device, at which point participants are encouraged to hold the phone skyward as the screen changes its hue to simultaneously match the light effects and pyrotechnics on the Sydney Opera House and Sydney Harbour Bridge – effectively creating a sea of colour.

Designed and developed in Sydney by Imagination, the firm’s Director Heath Campanaro describes the evening as “the most connected, interactive New Year’s Eve ever.”

The ability to submit personal messages for projection on to the Harbour Bridge’s Pylons further invests the party-goer in proceedings. Between the 9pm and midnight fireworks the intent is to sustain public interest and encourage a more hands-on, less passive participation.

Whilst the theme ‘Embrace’ sets the tone for the event in an emotional capacity, for the first time the embracement of technology sees the experiential elements of the evening enhanced in ways that have never been seen at this scale.

Sydney New Year’s Eve

sydneynewyearseve.com

Imagination

imagination.com


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