For brands and designers navigating immersive technologies, space150 Chief Innovation Officer, Marc Jensen, provides insights and best practices for creating in this new category. This presentation was shortened and adapted from Marc's keynote at DMI's Design Leadership Summit 2017 in Minneapolis, MN. Watch the full presentation here: https://goo.gl/2ts78m. For more information or consulting, please reach out to spacelab [at] space150.com

1. 360, AR, VR
TODAY + TOMORROW
Marc Jensen
CHIEF INNOVATION OFFICER
SPACE150
marc@space150.com
@whitetower

2. OUR MISSION:
DESTROY CONVENTION
CREATE DEMAND

3. Forever 21
TIMES SQUARE ( 2010 )
SCREEN-BASED
AUGMENTED REALITY

5. CONVENTION
BIGGER + HIGHER
RESOLUTION
DESTROYED
SMARTER, NOT
JUST LARGER

7. possible today
not possible today

8. possible today
not possible today
time

9. time

10. time

11. time

12. time
now possible

13. time

14. source: bradford-delong.com

15. source: bradford-delong.com
iPhone X ( 256 GB )

16. source: bradford-delong.com
iPhone X ( 256 GB )
BUILT WITH 1957 TECHNOLOGY:

17. iPhone X ( 256 GB )
BUILT WITH 1957 TECHNOLOGY:
source: bradford-delong.com

18. $150 TRILLIOn USD ( 1.5x TODAY’S GLOBAL GDP )
iPhone X ( 256 GB )
BUILT WITH 1957 TECHNOLOGY:
source: bradford-delong.com

19. $150 TRILLIOn USD ( 1.5x TODAY’S GLOBAL GDP )
100 STORY BUILDING ( 3KM SQUARE )
iPhone X ( 256 GB )
BUILT WITH 1957 TECHNOLOGY:
source: bradford-delong.com

20. $150 TRILLIOn USD ( 1.5x TODAY’S GLOBAL GDP )
100 STORY BUILDING ( 3KM SQUARE )
150 TERAWATTS OF POWER ( 30x TODAY )
iPhone X ( 256 GB )
BUILT WITH 1957 TECHNOLOGY:
source: bradford-delong.com

21. IVAN SUTHERLAND, 1968
source: youtube.com/watch?v=ISJWZpFIAlQ

22. VIRTUALLY IMPOSSIBLE, UNTIL NOW
source: youtube.com/watch?v=qj6rxwqpwWI

23. VIRTUAL
REALITY
AUGMENTED
REALITY

24. 360 Video
Virtual Reality
Augmented Reality

26. Virtual Reality
Augmented Reality
360 Video
image: Microsoft
image: http://www.adr1ft.com/

27. Virtual Reality
Augmented Reality
360 Video

28. source: 2001: A Space Odyssey (MGM)

29. 5 different shots
in 27 seconds
source: 2001: A Space Odyssey (MGM)

30. source: youtube.com/watch?v=2OzlksZBTiA (david hsieh)

31. 3 DEGREES OF FREEDOM ( 3DOF )
image source: 3dmax-tutorials.com/

33. TRAVEL action + sports
wildlife + documentaries impossible experiences
360 VIDEO CONTENT
WON’T REPLACE ALL VIDEO
360 IS FINDING A PLACE
TRAVEL, DOCUMENTARY, SPORTS
sources, clockwise from top left: CNT, NYT, IM360, Blue Angels (USA Today)

34. TRAVEL action + sports
wildlife + documentaries impossible experiences
sources, clockwise from top left: CNT, NYT, IM360, Blue Angels (USA Today)

35. 360 Video
Virtual Reality
Augmented Reality

36. FULLY IMMERSIVE SENSORY TAKEOVER
( AUDIO + VIDEO )
FULLY INTERACTIVE
( MOVEMENT + CONTROL )

38. realities.io
source: Prezense

39. 3 DEGREES OF ROTATION
image source: 3dmax-tutorials.com/

40. 3 DEGREES OF MOVEMENT
image source: 3dmax-tutorials.com/

41. 6 DEGREES OF FREEDOM ( 6DOF )
3-axis Movement3-axis Rotation +
image source: 3dmax-tutorials.com/

42. #VICTORYVR ( 2014 )

45. 50% of our
nuerons involved
in vision.
More than all
other senses
combined.
37
DESTROY
CONVENTION TO
CREATE DEMAND.
image source : Leap Motion

46. PRECENSE ( OUR VISUAL SYSTEM RULES )
source: https://imgur.com/umYTJP1

47. Physiological Responses
Unique to Virtual Reality
source: Valve Software, The Lab

48. source: Valve Software, The Lab

49. source: Google

50. source: Everest VR

52. Game Engines / Realtime / Dynamic
source: youtube.com/watch?v=h5AR3Wf1QJg

53. McLaren Design
Unreal Engine
source: Unreal Engine + McLaren

54. source: Unreal Engine + McLaren

57. COCA-COLA
TIMES SQUARE, NYC
2017

59. EDUCATION
image source: 3dmax-tutorials.com/
TRAINING
MEDICINE
PRODUCT DESIGN

60. WITHOUT 6 DEGREES OF FREEDOM
IT’S NOT VIRTUAL REALITY
HTC Vive Oculus Rift Playstation VR Samsung Gear VR Google Daydream

61. WITHOUT 6 DEGREES OF FREEDOM
IT’S NOT VIRTUAL REALITY
HTC Vive Oculus Rift Playstation VR Samsung Gear VR Google Daydream
✅ "✅ ✅ "

62. WITHOUT 6 DEGREES OF FREEDOM
IT’S NOT VIRTUAL REALITY
HTC Vive Oculus Rift Playstation VR Samsung Gear VR Google Daydream
✅ "✅ ✅ "
Oculus GoOculus Santa Cruz

63. Virtual Reality
Nokia OZO
VIRTUAL Environments
Interactive + Dynamic
Strong Presence
HERE TODAY + Potential is Clear
PC Today, Mobile Future

64. Virtual Reality
Augmented Reality
360 Video

65. VIRTUAL
REALITY
COMPLETELY
ISOLATED FROM
THE REAL WORLD
AUGMENTED
REALITY
INTEGRATED AND
CONNECTED TO
THE REAL WORLD

66. VIRTUAL LAYER ON TOP OF REALITY

68. PINTEREST CAMERA

69. AR Continuum
Mobile-Based Headset ARScreen-Based
Easiest HARDEST

70. AR Continuum
Mobile-Based Headset ARScreen-Based
Easiest HARDEST

71. Forever 21 Times Square
Screen-Based Augmented Reality
CAMERAS + COMPUTER VISION

72. AR Continuum
Mobile-Based Headset ARScreen-Based
Easiest HARDEST

73. EVERFILTER

74. SNAPCHAT WORLD LENS

75. APPLE ARKIT

76. APPLE ARKIT
APPLE ARKIT ACCELERATED AR

77. CAMBRIA AR

78. CAMBRIA AR

79. CAMBRIA AR

80. ARKIT
sources, clockwise from upper right: Trashgames, @ARSweden, @JelmerVerhoog

81. GOOGLE ARCORE

82. AR Continuum
Mobile-Based Headset ARScreen-Based
Easiest HARDEST

83. MICROSOFT HOLOLENS META 2
DAQRIDAQRIMAGIC LEAP

84. DAQRI

85. DAQRI
HEADSET BASED AR VERY CHALLENGING
FORM FACTOR
MOBILITY
POWER
OPTICS
USER INTERFACE (VOICE, gesture)
PHYSIOLOGICAL ISSUES

86. 71
AR PROGRESSION TO UBIQUITY
dedicated
professional
headsets and
devices
mobile screen
based
mobile headset
tethered
standalone
headset
1 2 3 4
Hololens, META, Daqri, Tango, ODG ARKit, ARCore

87. 71
AR PROGRESSION TO UBIQUITY
dedicated
professional
headsets and
devices
mobile screen
based
mobile headset
tethered
standalone
headset
1 2 3 4
Hololens, META, Daqri, Tango, ODG ARKit, ARCore

88. 71
AR PROGRESSION TO UBIQUITY
dedicated
professional
headsets and
devices
mobile screen
based
mobile headset
tethered
standalone
headset
1 2 3 4
Hololens, META, Daqri, Tango, ODG ARKit, ARCore
increasing scale

90. Augmented Reality
INTERACTIVE
Connected to Physical World
CONTINUUM OF AR
EARLY DAYS
NEXT GLOBAL COMPUTE PLATFORM

91. TAKEAWAYS

92. VR IS HERE TODAY
INTENTIONAL USE (LIKE PCS)
GAMING, ARCHITECTURE, DESIGN
MEDICINE, TRAINING
SPECIALTY GEAR TODAY, COST
WILL GO DOWN
source: youtube.com/watch?v=Gah8sHA1r_8

93. source: bradford-delong.com
AR
EARLY dayS, LEADERS + BEST
PRACTICES NOT SET
A CONTINUUM OF EXPERIENCES
AR IS THE NEXT COMPUTING
PLATFORM
source: youtube.com/watch?v=xWH8IkOnNjM

94. source: bradford-delong.com
AR + VR
RAPID INCREASE IN FIDELITY +
REALISM (INDISTINGUISHABLE
FROM REALITY)
source: youtube.com/watch?v=vfZD22zMnUY

95. Our Augmented Reality Future
( HYPER-REALITY, Keiichi Matsuda )

97. 1916

98. 1916

99. THANK YOU
Marc Jensen
CHIEF INNOVATION OFFICER
SPACE150
spacelab@space150.com
@whitetower