The next time you walk into a Hard Rock, you might not see a “do not touch” sign next to the pricy one-a-kind memorabilia. In fact, you’re more likely to see a sign that reads “touch me please.”
The Hard Rock Café Las Vegas unveiled a new 18 by 4 foot interactive touch wall yesterday that will change the way the iconic restaurant displays its authentic collections. Using hand gestures and multi-touch technology, guests can walk straight up the wall and explore images and videos at their leisure. Up to six users can expand their own collections simultaneously on the Rock Wall’s multi-user interface.
This innovative multimedia technology, created by Technomedia Systems and Obscura Digital, will most likely become a more common sight in restaurants and commercial centers in years to come.
The restaurant is also using Microsoft Surface, a digital surface that lets users find and alter content with the touch of a hand across a horizontal table-like surface. Surface enables instant transfer of information between phones and cameras to a screen that is easily manipulated and shared between multiple viewers.
Guests at Hard Rock can use the surface to locate Hard Rock Cafes around the world, browse images inside and outside the buildings and zoom in further to explore collections.
The movement to large multi-user touch technology will mark a major change in the way people gather, view and share digital content.
Panasonic’s Digital Wall is another example of this larger than life touch display. It lets users drag files, watch TV, and upload photos to a screen twice the size of a normal 110-inch display. What’s more is that the wall can be transformed by digital wallpapers that can coincide with your own tastes. This is customization at its finest.
This technology is not new by any means, but marketers should be examining its immense potential in the future marketing world. Imagine sending an email to a potential customer who can open your message on a wall-sized screen in order to view your product in all of its glory. Buyers can touch the object, change its colors, customize it or test-drive it. Entire catalogs can be viewable in this expansive digital format. This could be the future of the store front or the window display. Customers can browse through virtual racks and buy at the wave of the hand.
Like any other user face or developing technology, its success lies in its potential to satisfy customers’ basic tactile needs and this prototype is a great option for users to interact with each other while assembling information in a natural and intuitive way.