The future is here: holographic ads are ready to hit us in the eyes. What’s can be next step in advertising? Maybe show us ads when we sleep and have a dream?

Cheoptics360 is a new medium that provides hitherto undreamt of opportunities for narrating in 3D. The medium will move the boundaries for visual communications in public places, and will change how people in the film and advertising worlds and architects work. You are standing in Times Square in New York. Imagine a building with a large glass pyramid on top. Inside a hologram of a full-size true-to-life Madonna is performing. Objects and symbols float around her, reinforcing the musical impression of the living images – like a music video on an MTV broadcast virtually in true life. It may sound like a scene from the future, but with Cheoptics360 it is already possible. The fact is that Cheoptics360 provides entirely new opportunities for showing films and presentations in inspiring and exciting ways. Observers see floating video images, which can be viewed from all angles, 360 degrees around: a spacious 3D experience never previously encountered.


“Cheoptics360 makes it possible to blend fiction and reality in hitherto unprecedented ways. It opens up a world of possibilities for using the medium in films, commercials, and various other types of presentations,” says Peter Simonsen from viZoo, the company that invented Cheoptics360.

Lady, you dance in the air!

Cheoptics360 shows films based on the Free Format philosophy; in other words, the format is free and unframed, as the idea is to break out of the frameworks and instead use actual space as the framework for narration and the video image. How the technology works Cheoptics360 is a four-sided pyramid manufactured of transparent material so the audience can see through it from every side. Inside the pyramid chamber the audience can see objects that seem to be freely floating video images and computer graphics. This is done through surface mirroring and reflections. The pyramid itself is used as a kind of prism that assembles light from four video projections into a solid image.

Look out! A prism can hit you! No, it can’t. It is just a Holographic prism 😉

“We simply use physical space to create a three dimensional feeling of reality as though the object was actually present in the space. In future, using this technique physical space itself will create 3D depth,” says Peter Simonsen. Major opportunities This technique is excellent for making products and major complex projects tangible. It will also be ideal for shows and sporting events and for entertainments centres. The possibilities of the Free Format philosophy were obvious right from the start. In 2002, Peter Simonsen together with his friend Morten Corell carried out an experiment. They hung an invisible screen up in a clothing store in a pedestrian shopping precinct on which they showed a film. Passers-by saw what they thought was a girl standing in front of a mirror trying on clothes. The only thing was – she wasn’t there; she was just a digital video image. It was a success. So many people gathered in front of the shop that the police had to come to disperse the crowd. “In a way, we have taken the situation with the girl and placed it in a different space. In this way we are able to blend two universes and achieve a completely different third effect. We borrow the veracity of the physical world by setting our video pixels up in an actual space, which is the secret behind the attention that we attract when we show pictures in Free Format,” says Peter Simonsen.

My cell phone fly!

viZoo is working together with Ramboll on Cheoptics360™. Kasper Hammer Nielsen from Ramboll predicts that media will come to occupy a major part of urban space, where the fusion of architecture and media channels will create an additional architectural layer in a living urban environment. “I foresee a type of building where Cheoptics360 XL is an integrated part e.g. of a shop and functions as a living “display window”, where people are part of the virtual experience.” Competition for attention We are bombarded with visual impressions all day long, and competition for people’s attention is harsh. Peter Simonsen believes that Cheoptics360™ has an advantage over other media such as e.g. flat screens, which are becoming an increasingly common part of city life. “The traditional TV and film formats are fantastic narrative frameworks, but they are also extremely diluted. People don’t look at a flat screen even if it is hanging right in front of their noses. They are so used to that interface that unconsciously they associate the traditional format with TV production as we know it: quick, superficial, and often irrelevant;” says Peter Simonsen. Even though viZoo’s other Free Format products have enjoyed great success with presentations in Times Square in New York, London, Tokyo, Dubai etc., it will be exciting to see just what impact Cheoptics360™ will make. Reports alone have resulted in several multinational companies contacting viZoo and Rambøll to obtain more information about the possibilities that are available.

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