We Educate!

We Communicate!

We Entertain!

Award winning, Leading-edge,

Creative Technologies Company
 Interactive Imagination is an award winning
creative technologies company based at Elstree
Film Studios(home of Star Wars) with over 25
years’ experience, delivering best-spoken exhibits
across 4 continents. We are diversified with a
wide array of skill sets that offers us the
confidence to create or serve different industries.
Our main areas combine kinetic motion, AR/
MR/XR, advanced visualisations, holograms,
telepresence, high fidelity display technologies
with artificial intelligence. Our deep
understanding of current and emerging creative
technologies allows us to create exceptional and
memorable interactive and immersive visitor
experiences. We support clients from all over the
world to deliver immersive and engaging
experiences; integrating cutting edge
technologies into interactive experiential
environments, such as:

Large scale holograms with multiple forms of

interaction

Large scale kinetic motion exhibits and art pieces

Automatic Speech Recognition and Natural

Language Processing

LiDAR 3D audience detection and beam-steering

microphone technology

Stereoscopic Viewers
 We are a team of multi-
disciplinary experts.
Animation & 3D Production
Software Development
User Experience Design
Electronics Design
User Interface Design
Mechatronic Design
Projection Mapping
Engineering Design
Chroma and Luma keying
Mechanical Solutions
Augmented Reality
Motion Control Virtual Reality

DESIGN ENGINEERING CONTENT

DEVELOPMENT

CORE DISCIPLINES
Digital Strategy &
Consulting

Project Management

Concept Development
R&D and Prototyping

Digital Solutions

AV AND EXPERIENCE
SPECIALISED SKILLS DEVELOPMENT
AV Design and Planning
Artificial Intelligence
Audio Production
Machine Learning
Soundscapes
Object Recognition
Lighting Design
Gesture Recognition
Multi-Touch Displays
Kinetic Experiences
RFID Personalised
Multi-dimensional Holograms Experiences
Telepresence via Holo media Multi-Sensory Experiences
 We support our clients every
step of the way.

WE TAKE CHARGE WE SUPPORT

We lead mixed reality projects from start to We deliver mixed reality elements as sub-
finish; whether big or small. contractors to bigger companies.

WE ADVISE
We bring our many years of expertise into
play, providing fresh perspective.
We have a solid track record.

Here are just some of our clients.

 Our media coverage.

F22 FYN Denmark

News

BBC Radio
Interview
AI Hologram with
NLP & ASR Illinois, TX &
Dallas, TX
USA

We have successfully designed and deployed numerous interaction

experiences, exploiting Pepper's Ghost (PG) technology, notably the
holographic theatres in the United States Dallas and Illinois Museums,
proving the versatility of dual-augmented Pepper's Ghost to create
immersive holographic experiences for any event or presentation.
Our LiDAR 3D audience detection and beam-steering microphone
system allows members of the audience to have a direct conversation
with a personality sitting on stage appearing as a hologram in real-time
without requiring moderator intervention.
Once a member of audience stands up and is ready to ask the hologram
a question, our LiDAR system forms an XYZ point cloud which
determines exactly where they are located within the auditorium,
allowing the microphone beam-steering system to accurately locate and
transcribe their speech and the conversation can begin.
HoloMesh, Intro
Exhibition Industrimuseet, Horsens
Denmark

The Intro Exhibition is a colourful tour of the industrial past in Denmark,

at the Industry Museum in Horsens. The exhibit walks you through the
life of the workers of the industrial era and how technology has
enhanced our everyday lives.
The exhibit features our groundbreaking HoloMesh which is a fully
scalable holographic display. The display itself is a very fine mesh
coated with a specially formulated nano-particle paint for the ultimate
balance between light transmittance and reflection. The result is a
spectacular display with holographic effect and a sense of depth.
The exhibit also features 80 lighting fixtures, 14 speakers and 3
projectors. Most of the lighting fixtures are also DMX driven by our own
BrightLight Controller, programmed using BrightAuthor for BrightSign.
The ease of programming the BrightLight also meant that the project
could be completed within a relatively short time-frame.
HoloCase

The HoloCase is a portable

solution to showcasing products
or performing live presentations.
The HoloCase is battery operated
and can display holographic
content through our specially
engineered Peppers' Ghost
viewport. It also features sound
and a programmable Edge-AI
interface for real-time automatic
speech recognition and natural
language processing interaction.
We have included Pepper’s Ghost
technology in our portable
HoloCase in order to demonstrate
the versatility of dual-augmented
PG to create immersive
holographic experiences for any
event or presentation. Through
our portable HoloCase, delegates
gain a thorough appreciation of
our creative technologies
platform offerings, allowing them
to visualise, interact and
understand what we can offer for
them for their next experiential
project.
HoloStudio
Peloton Studio
USA

We’ve been asked to create and design a PG based spinning

class, using telepresence where the trainer appears as a
hologram beamed in from a different location in to multiple gym
classes around the country.
Using this technique the trainer will be able to interact and have
a conversation with all the participants spinning in various
locations simultaneously in real-time.
Interactive Kinetic
Table Øhavsmuseet, Faaborg
Denmark

We were approached by Øhavsmuseet to assist them in planning an

exhibit for their new exhibition space. Their original concept was to
display a range of static models depicting the erosion of the ice caps
and the formation of the Danish landscape. During the design
discussions we pitched the idea of building a table with thousands of
controllable tubes that will dynamically change their height depicting
the formation of the archipelago over the ages rather than a set of static
models as this provides a more immersive experience.
The development process took place over several months with several
iterative designs to ensure that the final product did not exceed the
museums budget. The layout design for the modules required many
different iterations as we needed to ensure that the honeycomb form
factor would cover the entire table without having to provide many
special edge cases.
The table’s main functionality operates through the use of the DMX
protocol and any maintenance for the units is handled by the RDM
protocol (such as changing the speed of an individual motor, testing
individual components etc.).
We developed a system that allows the museum to easily add and
change the topographical data used for the table by simply swapping
out correlated bitmap images without affecting the rest of the show
timings.
3D Holographic
Mannequin

Interactive Imagination is the proud technical lead for this ground-

breaking way of engaging audiences with big impact. Imagine how this
new pioneering product, a talking hologram with multiple forms of
interaction, coming to the market to change forever the way we present
fashion, retail, historical recreations, and visitor attractions.
Portable, reusable and easy to update. We supply you with the
technical expertise, to ensure that the product performs reliably with
total robustness every time.
The Hologram comes to life with unique lighting controls for
synchronised content playback including a light show. The unit is
comprised of a back-lit section driven by LED strips that can produce a
broad pallet of vibrant colours.
Content can be scheduled any day, any time, with our bespoke content
management system software, providing a user friendly way to keep
your content fresh.
We have extensive broadcast and creative history. This means you can
benefit from a creative response to any brief, top quality content
production, including beautiful 3D animations, the latest post
production techniques and any other help you may need like for
instance casting.
Interactive 3D City
Visualisation Mobile World Congress
Spain

Coriant wanted a Wow Factor for their stand at the Mobile World
Congress in Barcelona to show their network infrastructure service and
highlight the quality and reliability of their system. So we built them a
20 foot / 10m x3m LED wall that had two separate, living real-time 3D
worlds that were completely interactive. This enabled Coriant to explain
and demonstrate their entire product range, from a global and local level,
on how their hyperscaling infrastructure works. This also enabled
Coriant representatives to showcase how their products were deployed
at varying scales and allowed popup, movable video windows to play
more detailed and additional explainer content.
Our concept helped them win a Gold Award at the prestigious Field
Marketing and Brand Experience Awards - for the most effective stand
at Mobile World Congress in Barcelona.
Knights Game
The Manor House of
Hald, Viborg
Denmark

The Knights Game interactive exhibit is an exciting clue-finding game for

all ages which takes place in a refurbished barn nearby The Manor
House of Hald in Viborg, Denmark. The game consists of a projection-
mapped table, surrounding projected walls and computer vision.
Visitors get the opportunity to ramble on a medieval quest through
space and time visiting historical sites collecting Coats of Arms centred
around Niels Bugge, a very wealthy and powerful nobleman in the 14th
century, to save the last and fifth castle of Hald, an old manor by the
breath-taking surroundings of a lake in Dollerup Parish near Viborg.
During the game the player must place a coat-of-arms on the projected
table which then reveals whether it is correct or not by playing certain
animations on the surrounding walls.
We made clever use of 10 networked BrightSign media players issuing
wall and table projections and were responsible for designing the
underlying resilient software framework in the Game Challenge,
including AI Computer Vision programming and game state machine
programming using our Twilight Show Control System.
The system was also designed with an automatic standby mode to
safeguard the projection and other equipment and minimise the risk of
condensation. The system automatically wakes up upon detection of
visitors at the entrance by the 360 degree PTZ camera.
Will-I-Am Twitter
Campaign Selfridges
UK

Another great solution delivered in a retail environment, created to drive

sales of the newly anticipated Iam+ iPhone camera add-on product
launch from will.i.am and attract attention to the general store. Purpose-
built and housed in a shop window, a live interactive Twitter feed was
presented to the public on the street.
We created two of these in a very tight time frame as we were only
given two weeks notice. These were used as part of Selfridges
Christmas campaign and utilised a capacitive touch film on the inside of
the shop window allowing the public on the street to enter their twitter
details and answer simple questions in preparation for tweeting to
Selfridges and Iam+ twitter recipients, which in turn created a social
trending effect.
Accessing the Selfridges WAN connection at such short notice proved to
be an obstacle. So to compensate and ensure the service could go
ahead as planned we utilised 4G modems to allow us to send the
tweets and for remote monitoring. The project was a great success and
proves how powerful social media can be when coupled with interactive
design.
Interactive Kinetic
Display ECCO Conference
Denmark

Pharmaceutical company,
Takeda exhibited at the ECCO
(European Crohns and Colitis
Organisation Conference).
They wanted a display that
would give them a WOW
factor to attract a bigger
audience. So we designed
and built a 6 stretch monitor
kinetic display that
represents health, happiness
and well-being.
The entire display is made up
of 6 motorised monitors
which make a splitting effect
to convey the clients'
message.
Gesture-Based
Interactive Wall FIAT Flagship Store
Mayfair
UK

Built as part of the concept store located in Wigmore Street. The

interactive computer wall mimics the popular sci-fi film "Minority
Report" with its use of Infrared sensors.
It allowed visitors to manipulate images on the wall in real time
using only hand gestures as an interface.
When visitors approach the interactive wall the graphics are
activated and follow that person. Co-ordinate data from visitors
is passed on to a rack of computers that then handle each input
accordingly.
RFID Golden Eggs
Churchwill War Museum,
London
UK

Featuring an array of golden

eggs and portrait screen, you can
decrypt six hidden messages in
this fun exhibit!
Each golden egg contains an
RFID tag. When an egg is placed
in the holder, an RFID reader
detects the tag and begins the
sequence for that tag. It could be
a message about whether
Churchill knew of the plot to kill
Hitler, or if he knew Coventry was
going to be bombed.
All of these messages are hidden
in the large unbroken text
displayed on the screen.
Be a Justice, Touch
Exhibit Supreme Court, London
UK

An exciting and engaging exhibit that puts the user into the shoes of a
justice at the Supreme Court. Featuring two beautiful HD touch screens,
attractive and accessible graphics and easy to use controls, this exhibit
is very popular and fun to use while providing educational value.
Users can select from a range of case studies that are part of a carousel
that is constantly moving. They can accelerate the carousel selection or
change its direction by swiping left or right. Users are also invited to use
the left and right buttons if they prefer. Once a case is selected, the user
follows the journey of the case from the overview to issues being
discussed and what laws are involved with each case. Eventually the
user will make their own decision as though they were a fellow justice
of the court, and they will find out how their decision matches up with
the other justice’s.
This system comes complete with a full backend content management
system which makes updating the exhibit easy for anyone regardless
of technical ability. Now the curators of the exhibit have been
empowered to drive their exhibit on their own terms without the huge
financial overhead of new graphics and programming for each small
change.
Augmented Reality
Studio Natural History Museum
UK

The Darwin Centre was the most significant expansion at the Natural
History Museum since it moved to South Kensington in 1881. The
Attenborough Studio is part of the Darwin Centre where admission is
free and popular Nature Live talks take place.
The Attenborough Studio is a state-of-the-art communication centre
where innovation technology, Museum specimens, live animals,
spectacular natural history film footage and Museum scientists come
together to create an inspiring programme of free daily films and live
events for the general public. From a technology and engineering point
of view the Attenborough Studio is quite unique.
We brought the exciting vision created by the Natural History Museum
to life. The vision was to develop a totally automated and sophisticated
hybrid broadcast studio AV presentation space operated by a non-
technical crew that allows the general public to quite literally ‘engage’
with scientists. Created with bespoke high-resolution content,
interactive touch-screens, enabled the realisation of ‘augmented
reality’.
Each member of the audience could select their own view of a particular
creature for example. While viewing the image on the handset they
could effectively see all around the animal, resulting in a quite
extraordinary and unique experience.
When installed, this was the largest augmented reality experience in
the world and stayed in use for over 5 years.
HMS Belfast Gun
Turret Experience HMS Belfast, London
UK

Taking our work to even greater levels is the HMS Belfast Gun Turret
Experience for the Imperial War Museum. A fantastic example of our
finely crafted electro-mechanical work. We were contracted to redesign
the gun turret so that the gun moved as part of a visitor experience.
This was a highly complex task with many moving parts that involved
careful planning and great ingenuity. As part of our choice in selecting
high-quality materials, we chose a brushless motor and control system
for durability.
We were also asked to motorise the Engine Room cruising turbine and
for this, we selected and installed a 3 phase motor and inverter control
system. The whole system was completed on time and now serves as a
major exhibit for the Imperial War Museum.
Naturally Brilliant
Colour Kaleidoscope Kew Gardens, London
UK

The Naturally Brilliant Colour exhibition at Kew Gardens explores the

origins of colour and vision. Dr Andrew Parker showcases how botanical
artists have depicted the brightest and most intense colours found in
nature.
To help achieve an exhibit that visually depicts the contrasting effect of
pigment colours with pure structural colour through the use of a
mesmerising large scale kaleidoscope. The kaleidoscope effectively
enabled this contrast by utilising glass elements coated in pigment
colours mixed with elements coated in pure structural colour. When
viewing the pigmented colours calming patterns can be seen, but when
the elements coated in pure structural colour are viewed brilliant
flashes of colour are displayed showing the potential of structural
colour.
We created the kaleidoscope exhibit to infinitely showcase this effect
by automating the revolution aspect of the kaleidoscope while
displaying the internal view through a large scale high definition
projection. To further enhance the aesthetics of the exhibit we built a
transparent housing enclosure for the kaleidoscope allowing visitors to
see the internal operations on how the images are being produced.
Live Album Wall
Amnesty International
UK

Amnesty International commissioned the production of a live photo

album for visitors.
Visitors would position their face in front of a mirror which directed
them on how to line up for a photo and allow the camera behind the
mirror to take a clear photo. To ensure the clarity of photos and to
eliminate motion blur, the camera would only take a picture when all
motion had ceased whilst detecting a face at a particular distance. The
camera would also only take one photo per person, to ensure there was
not a duplicate photo in the album.
Once the picture is taken, the photo is added to the album and appears
in real time on the Amnesty photo album wall. 18 screens were utilised
to display each photo in the album, it took advantage of motion
detection and facial recognition to achieve its purpose.
This was installed in 2006 and is still in use every day in 2023.
Air Pavilion
Magna Science
Adventure Centre
UK

More than 15 metres overhead, high up in the rafters of the

building is the Air Pavilion. This giant suspended 'zeppelin' is
home to an array of exciting hands-on air-themed activities.
Visitors can create stunning patterns with air cannons, witness
a selection of humorous and disastrous attempts at early flight
and examine the air in our own bodies.
We can't see it, smell it or taste it.
There's 5,200 million, million tonnes of it surrounding the Earth.
We need it to breathe.
This is the story of air. How it creates forces, motion and
sounds.
Siemens Home
Appliances Harrods
UK

An interactive solution for Siemens was established through a

variety of retail touchscreens running interactive software.
The interactive presentation showcased an energy calculator,
inviting consumers to delve into their own habits of energy
consumption and be informed on how they could save money
with Siemens through their wide range of appliances.
It also featured a series of info-graphics that further marketed
the home appliances.
The first five units were successfully installed at Harrods in
2012, which in turn then raised the sales of Siemens products
creating a win-win situation for both Siemens and Harrods. We
have since been supplying variations for shops with the BSH
franchise, proving that they will become a more commonplace
in retail.
Rushen Abbey,
Monkey Business Rushen Abbey, Isle of
Man
UK

Rushen Abbey located in the Isle of Man has recently had a facelift,
with the newly refurbished experience 'Monkey Business' exclusively
appealing to children.
We created two interactives dubbed 'Whack-A-Fruit' a reaction game
and 'Jammy Faces' a touch screen memory game. The new additions
introduced a fun hands on approach to learning engaging children in
the history of Rushen Abbey.
In the 'Jammy Faces' interactive, the player's objective is to match as
many of the nine faces as possible within the allotted time limit, testing
their ability to memorise positions of faces and roles. At the end of the
game the player's score is shown, if they complete the entire deck of
characters before the time is up they are shown their completed time
record. Each new game shuffles the deck and randomises the positions
of faces so the gameplay is always fresh and challenging.
The second interactive coined 'Whack-A-Fruit' allows up to two player's
to put their reaction speed skills to the test. Points are scored by hitting
the highlighted buttons before they change position. When the timer
reaches zero the players are shown their final score. It quickly became
evident that player's wanted to play repeatedly in an attempt to
improve their score, confirming the interactive as an alluring and fun
activity.
Stereoscopic Viewer
Denmark & UK

Experience digital content in true stereoscopy, creating and enhancing

the perception of depth giving the viewers a real sense of 3D. Designed
to be robust, resilient and weatherproof. Perfectly suited for permanent
outdoor installations. The simple and sleek design of the stereoscopic
viewer allows for a high degree of customisation from selecting the
colour and design of the final protective coating to better suit the
environment to incorporating photovoltaic cells eliminating the need to
supply mains power to the devices, ideal for remote locations.
The stereoscopic viewer is completely freestanding. Secured and
protected from misuse by the use of heavy duty enclosures fixed with
unobtrusive tamper proof locking mechanisms and steel wire armoured
cabling which meets the British Standards requirements for supplying
outdoor mains power. Stereoscopic content can be seamlessly changed
and updated remotely without any need for direct access. We work with
our clients to ensure all media content hosted on the viewer is
formatted and setup to create the most potent stereoscopic view
perspective. The SSView can be operated in multiple modes using static
or dynamic content.
The viewer is be completely automated to maximise the lifetime of the
device. This is accomplished by setting the device into an idle state
when it is not in use, displaying any branding content the client wishes.
To allow us to easily maintain the units, in the unlikely occurrence any
fault should occur, we can remotely access, monitor and control the
headsets to resolve any issues.
Label Printer
Industrimuseet, Horsens
Denmark

The Industry Museum in Horsens Denmark were looking for a new

interactive exhibit that would help improve visitor engagement while
emphasising Denmark’s industrial history. In this regard we worked
closely with the museum to create a unique bespoke touch screen
exhibit that will facilitate visitors to create their own personalised
adhesive product labels based on template designs from famous
Danish brands.
The touch screen exhibit was designed to be easy to use, and intuitive
suitable for all age ranges. By utilising popular label templates we
included 70+ graphics that visitors can use to personalise their own
label design. We incorporated the standard multi-touch controls into the
exhibit to work seamlessly with the users touch gestures (Pan, pinch
and rotate). At the museums request we also incorporated a lockout
timer to prevent wastage, as the printer is designed for industry use the
museum didn’t want the visitors to be printing off 10 labels in a minute.
Assembly Line
Interactive Game Industrimuseet, Horsens
Denmark

The assembly line interactive is a game where two team race against each-other
to correctly assemble as many "gear widgets" as possible within a time-frame.
The original exhibit was put out of service due to difficulty of maintenance and
clunky performance; this is when the Industry Museum in Horsens, Denmark
selected us to overhaul the entire exhibit and re-brand the look and feel of the
game to make it fresh and exciting for new and repeating visitors.
We have replaced the previous back-end system which consisted of in-efficient
and out-dated gear with a single low-power server running our own developed
software stack to coordinate and manage the exhibit. Most of the displays have
also been replaced featuring contemporary standard HDMI inputs, this enables
for upgradeability and easier maintenance. All of the touch buttons have also
been replaced with stainless steel, vandal-proof piezo touch buttons for long
lasting operation.
To "scan" an assembled widget we use digital scales which we have also replaced.
With the newly upgraded scales we are able to remotely address and fix any drift
or offset errors which may occur over time without the need of on-site personnel.
The exhibit is entirely autonomous, with a built-in presence sensor, the system
wakes up from low-power sleep mode into the regularly scheduled mode. Our
software also features a front-end user configuration interface where the client is
able to change game parameters such as game time, team names and more.
Workers' Flats
Interactives Industrimuseet, Horsens
Denmark

The workers' flats interactives is a collections of 4 bespoke interactive exhibits

which aim to depict the gadgets, toys and appliances of the 1950's and 1970's
eras: a 1950's radio and dolls house and a 1970's record player and a CRT TV.
The exhibit is located in a 3-floor residential building with each floor decorated
and furnished in 1950's, 1970's and 2000's style respectively. It is truly a unique
experience.
For the 1950's floor, we modernised an old 50's radio to play the desired audio
when the visitor tunes into the correct station. For this we had to embed a custom
hall-effect based encoder into the original mechanical tuner dial of the radio in
order to determine its position. The 50's doll house contains 3 interactive rooms
where each of the 4 dolls may be placed, the result is different audio plays
depending on which doll was placed where. To achieve this we utilised RFID
technology to reliably determine the doll position. Each room also features
programmable LED lighting.
For the 1970's floor, we were given a record player from the 70's, the task was to
simplify its interaction, by where the user simply places the vinyl record and the
player automatically spins and plays the desired music. For this we have also
used RFID to accurately detect and distinctively determine the placed record.
Finally, for the CRT TV, we were able to use digital laser projection to modernise
and mimic an old CRT TV. For the screen, we used a specially formulated nano-
particle paint which took 6 months to develop. And the result is nothing short of
breathtaking! It is truly a first of its kind and has never been done before. We are
also able to display any kind of content by using one centralised management
network. We have received very positive feedback about these exhibits from our
client and others who are were intrigued by the technology.
BrightLight
Controller

The BrightLight Controller is the intermediate solution for connecting

custom, network-based hardware to industry standard DMX lighting, or
any other DMX controlled devices. The BrightLight Controller allows for
smart devices, such as a BrightSign, connected directly or to a local
network, to control traditional DMX lighting fixtures, by simple UDP
packets containing the proprietary commands or user set keywords.
Users are able to turn ON/OFF, create linear, triangle, or square wave
fade transitions for any DMX connected lighting fixture.
The BrightLight is also equipped with an isolated DMX transceiver,
providing trouble-free performance for mission-critical installations.
Integrating a BrightSign player with the BrightLight Controller is done in
just a few simple steps. The BrightLight Controller is truly a “plug-n-
play” device which does not require any driver, or software installation.
Setup is as simple as plugging everything in and setting up your
BrightSign project on BrightAuthor. Allowing you to focus more on the
task at hand.
 Our seven phase process ensures
that each project runs smoothly
from end to end.

Phase 1 Discovery
Phase 2 Possibility
Phase 3 Blueprint
Phase 4 Production
Phase 5 Iterations
Phase 6 Launch
Phase 7 Handoff
 We would love to hear from
you, get in touch!

Mel Fiondella Enzo Fiondella

Chief Commercial CEO & Head of Creative
Officer Technologies
[email protected] [email protected]

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