GE’s Throttle Up

GE Throttle Up

A fully immersive, motion-controlled 3D exhibit

Overview GE’s Throttle up exhibit has been described as IMAX meets Kinect and indeed the resulting 1.8 Million twitter comments speak volumes. Right from the start Musion was excited by the project and the opportunity to collaborate with other leading companies and cutting edge technologies was huge. Ultimately our Eyeliner 3D would help create an exhibit that delivered a wow factor for the visitors and amazing results for GE. About Throttle Up As part of 2012’s Creative Week in New York, agency BBDO collaborated with its client, General Electric (GE), and special effects, sound and technology companies, including Musion, to create Throttle Up. Designed to illustrate the value at GE’s core – “imagination at work” – and highlight the latest in the company’s next-generation jet engine lineup, Throttle Up was a one-of-its-kind interactive exhibit. A fully immersive, motion-controlled 3D experience, it invited visitors to take part in the intricate process of assembling one of the brand’s GEnx jet engines. Clever modifications to gaming interface designs and kinetic sensors, together with our Eyeliner™ 3D holographic technology wowed visitors. They were able to manipulate digital representations of real jet engine parts – all 200+ of them – and assemble a life-size 3D rendition of the engine using their hands and fingers. A bespoke soundtrack and stunning special effects also meant visitors could hear every clank of the process, too. Our technology in Throttle Up Eyeliner™ is our high-definition holographic video projection system, which enables 3D images to appear life-like in a live setting. The technology uses a thin film stretched across the stage at a 45-degree angle toward the audience, plus a projector that casts images from above onto the film, which are then reflected as a 3D image. Reactions to Throttle Up Audiences were truly wowed. Over the seven days that the exhibition ran during New York’s Creative Week, which was held on Brooklyn’s DUMBO waterfront, there were queues around the block to get in. Not only did Throttle Up create a concept intensely in tune with the week’s creative audience, it captured the imagination of all who visited. Some visitors were left blown away by the multi-sensory experience – watch Throttle Up’s fun Tumblr films of people reacting to the engines roar at take off.


Creative Agency – BBDO New York Installation – Musion Holographic 3D systems – Musion User interface system – Float Hybrid Entertainment 3D Aminition/rendering – Framestore Original music – Stimmüng

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