Straws

In the last ten years, 3D has risen to the forefront of consumer interaction with technology. In
2010 Avatar became the biggest grossing film of all time. 3D TV in the ordinary home is on
the horizon. Cameras, gaming and even youTube are embracing 3D. Brands, advertisers,
artists and technologists are seeking innovative, immersive consumer experiences from
stereoscopic, holographic, parallax and other 3D and gestural technologies. With a huge
increase in the quality and amount of 3D content produced comes a need for new systems of
display which can meet public expectations for advancement and innovation.
The Straws System is a completely new approach to 3D. A modular display system, it
proposes a new, true 3D display technology. The system is made up of independently
programmable, physically moving colour pixels, which rapidly sink back into the screen or
extrude out of it. Each pixel's colour and position is controlled individually and updated at 60
frames per second (though as the pixels continue to move between frames it can be thought of
as an "analog display"). The display will be able to visualise true 3D depth from moving
images and is designed to be an ideal system for interactive content, integrating depth tracking
technology to enable user responsive interaction for a variety of potential applications
including digital signage, responsive architecture, gaming, education, telecommunications and
many more. The Straws System has the potential to create a paradigm shift in display
technology, bringing creative, cultural and economic benefits.
This project will analyse potential market applications for this technology focusing on three
likely early adopters. These will include Digital Out Of Home Advertising, a growth industry
in the UK. The identified markets will be thoroughly examined and a strategy will be
developed to develop the product for acceptance within these markets, as well as fully
exploiting the markets' potential and minimising risk.