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Microsoft Cube in Times Square nominated for DSE 2016 Apex – Signage Story

Microsoft Cube in Times Square nominated for DSE 2016 Apex

Microsoft Cube Image.jpg

Digital Kitchen developed a concept to stand out in New York Times Square. Leveraging Microsoft’s massive three-sided cube display, Digital Kitchen created photo-real CG capabilities and a simple design approach to create several lighthearted animations.

Microsoft is responsible for creating and maintaining the building’s signature signage. Microsoft sought out enticing concepts to capture people’s attention, promote brand affinity and exploit the characteristics of the cube. Digital Kitchen came up with a dozen animations that were unique and offered a standout experience for Times Square visitors.

Digital Kitchen’s animations utilized the displays format and environment to our advantage by creating animations that look beautiful from close up and from far away, but also from straight on and side-to-side.

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