Experience-Driven Showcase [46]Canon EXPO 2015: Beyond High Definition—An Ultra-Realistic Experience with Cutting-Edge Imaging Technology
Canon EXPO is a private event held by Canon every five years in New York, Paris, Tokyo, and Shanghai. In 2015, it began in New York in September, followed by Paris in October and Tokyo in November, showcasing the company's cutting-edge technologies and future vision. Hiroe Ishii from the Event & Space Design Bureau, who managed this event, reports on its overview.
Reporting & Editing: Aki Kanahara, Dentsu Inc. Event & Space Design Bureau
■Showcasing Products Utilizing Canon's Cutting-Edge Imaging Technology to the World
As you know, Canon is a globally recognized brand as a leading manufacturer of cameras and printers. However, the company extends beyond the world of "photography," providing products that leverage its cutting-edge imaging technology across diverse fields such as office solutions, medical equipment, manufacturing, and security.
At Canon EXPO 2015, significant attention was focused not only on the company's comprehensive capabilities but also on Canon's ongoing pursuit of imaging innovation and future technologies still in development.
One such innovation is "Hyper Realistic Imaging"—a new imaging experience that goes beyond "high image quality."
It is a challenge to demonstrate the potential of imaging through a completely new approach—one that goes beyond mere "high definition and beauty" to awaken various human senses and create a chemical reaction.
■ How closely can "print" approach the real image?
"Huh? Where am I?" Everyone instinctively peered closer at the view outside the airport window, recreated using the latest ultra-high-definition printing technology. Though it should be a two-dimensional print, the overwhelming visual impact conveys depth, three-dimensionality, and even texture, delivering the immersive sensation of truly standing in the lounge. It might even enable experiences akin to teleporting somewhere, transcending time and distance.
Visitors eagerly touch Vermeer's masterpiece "Girl with a Pearl Earring" one after another.
This is a genuine, authentic reproduction, meticulously recreating the texture, sheen, and delicate three-dimensionality of the oil painting using the latest printing technology based on photographed data of the original work. Perhaps the day will come when we can touch the face of that woman in the Louvre, normally only viewable through glass. Perhaps we can hold unprecedented open-air exhibitions of masterpieces. I sensed new possibilities for appreciating art.
■ How far can "visuals" shake people's senses?
In the next-generation video technology 8K theater, we screened footage of trains and cars moving forward on a three-sided screen designed to engage peripheral vision. Rather than theme park-style moving chairs, the challenge was to see how ultra-high-definition imagery could stimulate the human brain's senses. Some visitors even experienced genuine dizziness.
What we've introduced here is just a part of the cutting-edge technologies showcased at Canon EXPO 2015.
As 4K and 8K broadcasting takes off in the TV and broadcasting industry ahead of 2020, and mobile video communication becomes commonplace, we will continue to focus on "technology × human senses" – exploring what new "experiences" evolving video technology can create next, and what added value can be generated from there.
Next time, we'll discuss the production process with Masahiko Okabe and Kana Nakanishi from Dentsu Inc. CDC, who co-planned this event.
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Author
Ishii Hiroe
Dentsu Inc.
After joining Dentsu Inc., I was stationed in Beijing and worked as a producer and planner for major domestic and international events. I am currently responsible for business production in the public sector, including government agencies. As a mother of one child, I am exploring and researching "child-rearing" on the job.
