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Article: Brand Experience opens up playroom; Marketers toy with high-tech concepts in Lab.(News)
- Article from:
- Advertising Age
- Article date:
- January 10, 2005
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: MATTHEW CREAMER
On a rainy day in December, David Polinchock was doing one of the many things that draw oohs and ahs from the audiences of marketing and advertising executives that visit his Brand Experience Lab. He was shooting a beam of sound around the room.
By pointing a flat, circular speaker at various objects in the SoHo loft space, he made it sound as though the walls, couches or even some of the visiting staffers from Grey Advertising were producing the strains of a Sergio Mendes song. The cool technology combined with the bearded and lab-coat-wearing Mr. Polinchock's mild-mannered, professorial demeanor made the moment seem more like a ...