HP, Snapchat and Amex Are Hosting Some Amazing Activations at NYC’s Panorama Music Festival

Including a 360-degree VR theater

Technology, as an idea, isn't as cool as music in most circles, but it's at least hip enough to be invited to the party. And so are the brands who push digital bells-and-whistles, as evidenced by activations by HP and Amex that will take place this weekend at the inaugural Panorama Music Festival on Randalls Island in New York.

First off, HP has set up an experiential "lab" on the three-day concert's grounds in conjunction with digital publication The Verge. The activation—encompassed within a 70-foot-high, domed, pop-up structure for HP—will feature a 360-degree, virtual-reality theater and will also showcase seven interactive installations by New York artists such as Emilie Baltz, Zachary Lieberman and Gabriel Pulecio. (An interview with Pulecio can be seen in the video at the bottom of this post.)

Additionally, the exhibit will include high-definition video that's projection-mapped onto its facade, designed to attract passersby into the brand's lair where they can demo HP products, including the company's workstations, higher-end laptops and Sprout by HP. The latter item involves a 3D scanning system that's designed to let folks photograph something from the real world, manipulate it with software and bring it to life in physical space. The art on Panorama's official wristbands was created by the students at Bronx Letters elementary school, using Sprout by HP. 

"[We are] helping creators push the boundaries of innovation and art—and our core technology is enabling these artists to create things they could have not done before by turning inspiring ideas into reality and ambitious challenges into memorable achievements," Antonio Lucio, the company's CMO, said in a statement. 

Snapchat has created a dedicated live story for the festival after the company forged a partnership with AEG Live, the concert producer helping run Panorama, and HP will be the lead advertiser for that content. According to Snapchat, American Express and beverage company Bai have purchased a branded geofilter for the festival. 

Amex's on-site, physical presence hinges on a two-level, high-tech tent (a pre-show look at the interior appears below) that will include a 360-degree panoramic photo booth where festivalgoers can light up NYC in the augmented-reality sense. In addition to other elements, Amex will offer a customizable sunglasses creation station. 

    

Also, those who download the Panorama festival's mobile app can access exclusive geo-tagged rewards and offers including a spend $10, get $10 back deal.

Meanwhile, musical performers this weekend include Kendrick Lamar, Arcade Fire, Sia, FKA Twigs, A$AP Rock, Alabama Shakes and others. The Randalls Island space has the capacity to support a crowd of 40,000, though Panorama's three days of concerts were not sold out at press time.