Bubbleversum
Jung von Matt
everybody's Filterbubbles
In 2004, Jung von Matt set up "Germany's most common living room" in its agency offices with the aim of bringing clients and employees closer to the average reality of life in Germany. The true-to-life and constantly updated target group visualization has been the basis for the agency's successful targeted marketing ever since.
However, the days of the average family as a strategic target group are numbered; instead, consumer behavior is determined by maximum individuality: Today, personalized, algorithmically optimized media reality says more about people's lifestyles and consumer behaviour than the highest common denominator.
And so the living room has been scrapped to make room for something completely new. In 2021, the “WoZi” (from "Wohnzimmer"= living room) was replaced by the "Bubbleversum", an innovative, AI-based data tool as a room within a room. This futuristic installation allows visitors to immerse themselves in the digital worlds of Germans.
The Bubbleversum as a physical model is a transparent, dome-like experience space with a diameter of 3.7 meters whose inner walls can be projected with digital content by three synchronized high-performance projectors.
Visitors can enter this dome and embark on an immersive journey into the exemplary media realities of thousands of algorithmically synthesized personas. These are presented in the form of social media feeds, compiled on a daily basis from the content of the relevant platforms.
From the 18- to 29-year-old sports fan to the vegan beauty expert to the travel-loving environmental activist - the specific media realities presented in the Bubbleverse are generated by the AI on the basis of Germany's largest consumer media study, conducted by Civey.
The resulting insights are both authentic and impressive, making the Bubbleverse an immersive and highly emotional experience with unparalleled informative depth.
For the 180° projection, we used the multi-projector setup of our rendering tool and a corresponding virtual camera calibration. We realized the user-side control of the content as a mobile phone-based 3D pointer input. In this way, the application can be operated via gesture-based interaction with the personal iPhone and the infinite filter bubbles can be surfed through.
The spatial sound design within the dome and the atmospheric lighting control perfectly round off the unique immersive experience. In addition to the physical installation on site, the Bubbleversum can also be operated as a web application. This means that JvM customers and employees can access the exclusive target group visualization anytime and anywhere.
Service: Technical Planning & Concept, Development
Client: Jung von Matt
Construction: POOLgroup GmbH
Fotos © by Michael Philipp Bader
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D - 20357 Hamburg
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