SlideShare a Scribd company logo
november 2011
select projects
Apologue approaches the design of interactive experiences
by re-imagining new form of storytelling (CONTENT), new forms of
interaction (INTERFACE) and innovative methods for integrating
mixed media into physical space (ARCHITECTURE).
Apologue is a global network of bleeding-edge thinkers, artists, designers,
architects and technologists that seek to invent and innovate. Each
project is assigned a curated team of experts to deliver on the vision
and create something entirely unique, artful and intelligent.
TALI KRAKOWSKY | FOUNDER

Apologue was founded by Experience Designer Tali
Krakowsky. Committed to a highly multidisciplinary and
collaborative methodology, for the last decade Tali has
worked with clients such as the Museum of Modern
Art in NYC, Los Angeles County Museum of Art,
CHANEL, HBO, the Grimaldi Forum in Monaco, The
Institute of Contemporary Art in Philadelphia, Victoria’s
Secret, Timberland, Frank Gehry, Airbus, IBM and Van
Cleef & Arpels.

Throughout her career, Tali has led the conceptual and
strategic development of projects that seamlessly integrate
storytelling, new media and physical environments. Tali is
a frequent speaker on the topic of design, technology, and
architecture in events, schools and conferences around
the world. She has published several articles on design,
architecture, and innovation through collaboration,
and is a regular blog contributor on the topic of
Experience Design.

Born in Israel and raised in Hong Kong, Tali has a
Bachelor of Fine Arts in Communication Design from
the Parsons School of Design and a Master of Arts from
UCLA’s School of Architecture, where her thesis was on
interactive architecture. She is a Founding Member of
5D: The Future of Immersive Design, an Entertainment
Council Member of the Urban Land Institute, a Council
member on the Northeastern University School of
Architecture Advisory Council and serves on the Board of
Directors of the Society of Environmental Graphic Design.
select projects:
STRIKE BACK SUPERWALL
Client: HBO | Cinemax
Creative Agency: BLT & Associates
Production: Apologue, Inc.
Software development, system design and technology
integration: Audio, Video & Controls, Inc.



To celebrate the series premiere of HBO’s Cinemax
new original series, “Strike Back”, Apologue
collaborated with Creative Agency BLT & Associates
and Audio, Video & Controls to create a unique
interactive experience on the streets of New York City.
Inspired by Strike Back’s action-driven control room, a huge
wallscape on 34th Street, featuring eighteen 46” screens, was
transformed into a SuperWall of multi-user interactive graphics.
Armed with a set of cameras, the SuperWall captured movement
and reacted to pedestrians as they walked by.
Split among four interactive zones, the SuperWall
allowed users to interact and engage with the wallʼs
digital mainframe to learn more about the organization,
its major players, its missions, and to even enlist in S20
using touchs creen and MMS technology.
Never before have large-scale video playback, reactivity, and interactivity been
combined into one streetscape experience on such a scale. This street project,
evoked pseudo military intelligence and served as the perfect entry point into the
world of “Strike Back.” The interactive Superwall housed at 225 West 34th Street
was displaying content for 24-hours a day throughout August 2011.
CHANEL SOHO STORE REOPENING
client: KCD, NYC

Inspired by Karl Lagerfeld’s new urban architecture
and graffiti campaign, taken in downtown New York,
CHANEL’s new SoHo store has been wrapped with
a gate of light. Designed by Apologue, Inc., this
media installation is a three-day celebration of the
city and the launch of the new CHANEL store design
in NYC. A porous “L” shaped LED canvas scaled at
10 foot high and 150 feet wide animates a series of
Lagerfeld’s urban photography in a stunning generative
performance, choreographed by United Visual Artists.
Seamlessly embedded into the chamber that is created between the wall of
light and the store façade are two 23-foot digital graffiti installations. Two black,
highly glossy surfaces invite visitors to leave their mark by drawing their own
digital graffiti with modified CHANEL paint cans. This interactive installation,
built by Tangible Interaction and managed through a custom iPhone Application,
playfully reflects on the city as a canvas, capturing the graffiti into a digital
archive, while continuously fading the real-time created content like an
expedited memory wall that leaves an echo of its past.
The following day the digital graffiti
installation was open to the public,
inviting children of all ages to
contribute content.
TIMBERLAND IN-STORE DIGITAL EXPERIENCE
Client: Timberland
Concept, Strategy, Creative Direction
and Production: Apologue, Inc.
Executive Creative Director: Tali Krakowsky
Producer: Marissa Levin
Creative Director: Beth Elliott
Art Direction and Interface Design: Iron Claw
Software Development: Automata Studios
Technology Integration: Audio, Video & Controls




Together with Timberland’s in-house global creative
services group, Apologue Experience Design Firm
has developed an intelligent interactive experience
within the retail fixtures that intrigues and engages
the customer throughout the store, inspiring them to
discover their great outdoors with Timberland gear,
technologies and brand storytelling.
An interactive test module has been designed as
part of Timberland’s new store concept launched this
month in Stratford, UK. Located in juxtaposition to
merchandise and environmental graphics, the digital
experience creates an interaction between product
and digital innovation, transforming the typical retail
touch point into a more meaningful communication
tool that delivers relevant information and emotional
branding to Timberland’s global consumer.
Apologue, in collaboration with Automata Studios,
Iron Claw and Audio, Video & Controls, designed a
custom, open-source cloud-based HTML5 system
that is able to dynamically retrieve remote data and
create real-time, uniquely generated storytelling at
every interface touch point, in every store, at any
location around the world. The systems allows
Timberland to add and tag assets for immediate
integration into the storytelling all around the world
in real-time, while being managed and monitored
from a central location.
The interactive touch points transcend traditional
retail models by transforming the shopping
experience into a dialog between the brand and
the customer. The system is uniquely designed to
adapt, capture and learn from each store globally,
providing unique, location-specific content to
individual stores and inviting customers to provide
meaningful feedback about Timberland products
and initiatives that can then be converted into
meaningful data for the brand.
This unique interactive system is being tested in key
store locations in Singapore, the UK and the US.
LA PLAZA MEDIA WALKWAY
client: LA Plaza de Cultura y Artes

The LA Plaza Media Walkway is a public digital
installation, designed by Apologue, Inc., as part
of the new LA Plaza de Cultura y Artes cultural center
in Downtown Los Angeles. Five 7-foot x 4-foot integrating
the latest in display technology with bleeding-edge
digital storytelling are designed to reveal, tease
and provoke.
Inspired by the spectacular colors and heritage of Mexico, the screens feature a stunning, illustrative
garden that is continually blooming, generated completely by algorithms, programmed by Automata
Studios. driven by a self-choreographing system that generates storytelling in real-time.
Similarly, the content is entirely choreographed by the
computer based on an extensive, algorithmically-driven
logic system designed by Apologue, in collaboration
with Edwards Technologies, Inc.. The show control
system is powered by cloud computing, pulling assets
virtually in real-time and composing dynamic narrative
that are singular, beautiful and timely.

The entire system is controlled and programmed
virtually and is entirely self-sufficient.
AGAVE SCULPTURE, MEX GAMES
client: Jose Cuervo, Digital Kitchen + Crispin Porter


Inspired by the tequila agave plant, a 25 foot
wide glowing agave sculpture served as the
center piece for Jose Cuervo’s traveling Mex
Games event across the United States.
apologue is a company dedicated to the creation of
immersive storytelling enivonrments that seamlessly
integrate emerging media into physical environments.


For more information, please contact:
Tali Krakowsky
Founder
tali@apologuestudio.com
1.323.770.3239

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Tali - Pazarlama Zirvesi 2011

  • 2. Apologue approaches the design of interactive experiences by re-imagining new form of storytelling (CONTENT), new forms of interaction (INTERFACE) and innovative methods for integrating mixed media into physical space (ARCHITECTURE).
  • 3. Apologue is a global network of bleeding-edge thinkers, artists, designers, architects and technologists that seek to invent and innovate. Each project is assigned a curated team of experts to deliver on the vision and create something entirely unique, artful and intelligent.
  • 4. TALI KRAKOWSKY | FOUNDER Apologue was founded by Experience Designer Tali Krakowsky. Committed to a highly multidisciplinary and collaborative methodology, for the last decade Tali has worked with clients such as the Museum of Modern Art in NYC, Los Angeles County Museum of Art, CHANEL, HBO, the Grimaldi Forum in Monaco, The Institute of Contemporary Art in Philadelphia, Victoria’s Secret, Timberland, Frank Gehry, Airbus, IBM and Van Cleef & Arpels. Throughout her career, Tali has led the conceptual and strategic development of projects that seamlessly integrate storytelling, new media and physical environments. Tali is a frequent speaker on the topic of design, technology, and architecture in events, schools and conferences around the world. She has published several articles on design, architecture, and innovation through collaboration, and is a regular blog contributor on the topic of Experience Design. Born in Israel and raised in Hong Kong, Tali has a Bachelor of Fine Arts in Communication Design from the Parsons School of Design and a Master of Arts from UCLA’s School of Architecture, where her thesis was on interactive architecture. She is a Founding Member of 5D: The Future of Immersive Design, an Entertainment Council Member of the Urban Land Institute, a Council member on the Northeastern University School of Architecture Advisory Council and serves on the Board of Directors of the Society of Environmental Graphic Design.
  • 6. STRIKE BACK SUPERWALL Client: HBO | Cinemax Creative Agency: BLT & Associates Production: Apologue, Inc. Software development, system design and technology integration: Audio, Video & Controls, Inc. To celebrate the series premiere of HBO’s Cinemax new original series, “Strike Back”, Apologue collaborated with Creative Agency BLT & Associates and Audio, Video & Controls to create a unique interactive experience on the streets of New York City.
  • 7. Inspired by Strike Back’s action-driven control room, a huge wallscape on 34th Street, featuring eighteen 46” screens, was transformed into a SuperWall of multi-user interactive graphics. Armed with a set of cameras, the SuperWall captured movement and reacted to pedestrians as they walked by.
  • 8. Split among four interactive zones, the SuperWall allowed users to interact and engage with the wallʼs digital mainframe to learn more about the organization, its major players, its missions, and to even enlist in S20 using touchs creen and MMS technology.
  • 9. Never before have large-scale video playback, reactivity, and interactivity been combined into one streetscape experience on such a scale. This street project, evoked pseudo military intelligence and served as the perfect entry point into the world of “Strike Back.” The interactive Superwall housed at 225 West 34th Street was displaying content for 24-hours a day throughout August 2011.
  • 10. CHANEL SOHO STORE REOPENING client: KCD, NYC Inspired by Karl Lagerfeld’s new urban architecture and graffiti campaign, taken in downtown New York, CHANEL’s new SoHo store has been wrapped with a gate of light. Designed by Apologue, Inc., this media installation is a three-day celebration of the city and the launch of the new CHANEL store design in NYC. A porous “L” shaped LED canvas scaled at 10 foot high and 150 feet wide animates a series of Lagerfeld’s urban photography in a stunning generative performance, choreographed by United Visual Artists.
  • 11. Seamlessly embedded into the chamber that is created between the wall of light and the store façade are two 23-foot digital graffiti installations. Two black, highly glossy surfaces invite visitors to leave their mark by drawing their own digital graffiti with modified CHANEL paint cans. This interactive installation, built by Tangible Interaction and managed through a custom iPhone Application, playfully reflects on the city as a canvas, capturing the graffiti into a digital archive, while continuously fading the real-time created content like an expedited memory wall that leaves an echo of its past.
  • 12.
  • 13. The following day the digital graffiti installation was open to the public, inviting children of all ages to contribute content.
  • 14.
  • 15.
  • 16.
  • 17. TIMBERLAND IN-STORE DIGITAL EXPERIENCE Client: Timberland Concept, Strategy, Creative Direction and Production: Apologue, Inc. Executive Creative Director: Tali Krakowsky Producer: Marissa Levin Creative Director: Beth Elliott Art Direction and Interface Design: Iron Claw Software Development: Automata Studios Technology Integration: Audio, Video & Controls Together with Timberland’s in-house global creative services group, Apologue Experience Design Firm has developed an intelligent interactive experience within the retail fixtures that intrigues and engages the customer throughout the store, inspiring them to discover their great outdoors with Timberland gear, technologies and brand storytelling.
  • 18.
  • 19. An interactive test module has been designed as part of Timberland’s new store concept launched this month in Stratford, UK. Located in juxtaposition to merchandise and environmental graphics, the digital experience creates an interaction between product and digital innovation, transforming the typical retail touch point into a more meaningful communication tool that delivers relevant information and emotional branding to Timberland’s global consumer.
  • 20.
  • 21. Apologue, in collaboration with Automata Studios, Iron Claw and Audio, Video & Controls, designed a custom, open-source cloud-based HTML5 system that is able to dynamically retrieve remote data and create real-time, uniquely generated storytelling at every interface touch point, in every store, at any location around the world. The systems allows Timberland to add and tag assets for immediate integration into the storytelling all around the world in real-time, while being managed and monitored from a central location.
  • 22.
  • 23. The interactive touch points transcend traditional retail models by transforming the shopping experience into a dialog between the brand and the customer. The system is uniquely designed to adapt, capture and learn from each store globally, providing unique, location-specific content to individual stores and inviting customers to provide meaningful feedback about Timberland products and initiatives that can then be converted into meaningful data for the brand.
  • 24. This unique interactive system is being tested in key store locations in Singapore, the UK and the US.
  • 25. LA PLAZA MEDIA WALKWAY client: LA Plaza de Cultura y Artes The LA Plaza Media Walkway is a public digital installation, designed by Apologue, Inc., as part of the new LA Plaza de Cultura y Artes cultural center in Downtown Los Angeles. Five 7-foot x 4-foot integrating the latest in display technology with bleeding-edge digital storytelling are designed to reveal, tease and provoke.
  • 26. Inspired by the spectacular colors and heritage of Mexico, the screens feature a stunning, illustrative garden that is continually blooming, generated completely by algorithms, programmed by Automata Studios. driven by a self-choreographing system that generates storytelling in real-time.
  • 27.
  • 28. Similarly, the content is entirely choreographed by the computer based on an extensive, algorithmically-driven logic system designed by Apologue, in collaboration with Edwards Technologies, Inc.. The show control system is powered by cloud computing, pulling assets virtually in real-time and composing dynamic narrative that are singular, beautiful and timely. The entire system is controlled and programmed virtually and is entirely self-sufficient.
  • 29.
  • 30.
  • 31. AGAVE SCULPTURE, MEX GAMES client: Jose Cuervo, Digital Kitchen + Crispin Porter Inspired by the tequila agave plant, a 25 foot wide glowing agave sculpture served as the center piece for Jose Cuervo’s traveling Mex Games event across the United States.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36. apologue is a company dedicated to the creation of immersive storytelling enivonrments that seamlessly integrate emerging media into physical environments. For more information, please contact: Tali Krakowsky Founder tali@apologuestudio.com 1.323.770.3239