CAFÉ TUBE IS AN EXPERIMENTAL PROJECT WHERE, UNDER A COLLABORATION BETWEEN APOSTROPHY’S GROUP AND EPSON, NEW POSSIBILITIES ARE PRESENTED THROUGH THE USE OF PROJECTOR TECHNOLOGY.
This is a moment in time when people’s decisions to consume something are influenced by a great deal of factors. We modern-day consumers no longer decide to go to a café simply for the taste of the coffee or food. While what we consume is the experience designed as a collective environment, the boundary of the term ‘experience’ is being expanded, continually, coinciding with the progress of technology.
Café Tube, Photo by Ketsiree Wongwan
Café Tube is an experimental project where, under a collaboration between Apostrophy’s Group and Epson, new possibilities are presented through the use of projector technology. The interactive media-filled experience of the café is made possible through the abilities of the 4K resolution laser projector where the beam is projected on a beautiful array of desserts and drinks in a relatively small space and in a manner one has likely never seen before. The audience is able enjoy the new consumption experience through their five senses of perception. Technically speaking, Café Tube literally projects the progress of laser projectors that render more refined images than any other technologies. Instead of going for the hard sale approach where a big screen shows off the bright and clear image that the technology is able to offer, the design team utilized the superior quality within a small space that can easily be accessed by viewers with the challenge being the precise projection of images on the liquid surface. This is definitely not an easy task to maneuver, and it is evident that the project has been through tremendous experimentation as well as rightly complemented by other interactive techniques resulting in the final, impressive and unified picture.
Café Tube, Photo by Ketsiree Wongwan
Collaborations between product owner/technology and artist/designer of this nature not only benefit those behind them but also the consumers who are also introduced to new presentational methods in the retail and event industry, including the possibility of home-use applications in the near future. This is perhaps a new form of R&D that is the most relevant to the context of the modern world.
Café Tube, Photo by Ketsiree Wongwan
TEXT: WEE VIRAPORN
www.epson.co.th