Innovation as a tool to drive brand engagement

Combining sleek glass and smooth surfaces with quirky, off-beat, wooden fittings and furniture, the Lounge gives off a welcoming image of professionality, with a splash of glamour. Combining innovation, event planning and business consultancy under the brand names of Flux, Engage and Meld, respectively, Engage Works boasts big names such as Bloomberg, Emirates, Adidas, Skoda and the Leadenhall Building, or Cheesegrater, amongst its portfolio of clients. Engage is a purveyor of Collaborative Workplace Environments (CWEs), state-of-the-art, world-class spaces proven to stimulate creativity, communication and collaborations.

Walking around the Lounge, interesting technology lurked around every corner and a surprise was never more than a few metres away. In one corner of the room, two green floor tiles lay next to a monitor. When the tiles were stepped on, a programme was started on the adjacent computer, encouraging the user to run on the spot, treading on alternating tiles. The kinetic energy expended by the participant was then used by the tiles to generate electricity, which can be stored or used nearby to provide, for example, lighting. Created by Pavegen Systems, the tiles have been used in several installations worldwide, including during the London 2012 Olympics, at a busy tube station, and in Rio de Janeiro, to power a floodlit football pitch. Taking advantage of human activity, the tiles represent the ultimate in renewable energy.

A brightly lit tower of data and images stood across from the tiles, scrolling through facts & figures. Accompanied by a touchscreen table (with an incredily slim bezel), the tower comprises the digital signage solution used in Bloomberg LP's iconic head office location, 731 Lexington Avenue, New York - the Bloomberg Tower. A striking piece, backlit with LEDs, the tower creates the impression that news is 'jumping out of the wall' at the viewer.

(Left to right) A Pavegen Systems tile at West Ham underground station, the Bloomberg tower in situ and Norris3_6t

Next to an expansive multi-screen, multi-touch wall stood a 6-foot humanoid - with a glowing body. Nicknamed 'Robothespian', Norris3_6t is an acting android whose skills include impressions and voice recognition. Having amused onlookers with a humorous vocal resumé, Norris3_6t showed off its ability to recognise faces and indulge in conversation.

Two in-shop exhibits in particular caught my eye. In the middle of the room was a column, to which three shelves were attached, each with a designer sports shoe placed upon it. Suddenly, the shelves flashed into life. First the name, then the price of each shoe, then the sizes in which that shoe was 'in stock' were displayed, followed by advertising footage and a web address to visit. This display solution offers the potential to show, for instance, footage of a celebrated football player using a particular boot to score a 35-yard screamer, with the boot in question sitting an inch above the advert itself.

Nearby, a floor-to-ceiling screen could easily have been mistaken for a wall panel in a shoe shop, so sharp were the graphics that displayed a range of virtual shoes on shelves. In the middle of the screen, users could search for in-stock availabilities and prices for different shoes, bringing up images of shoes for previewing.

Driving interaction and engagement, the Flux Innovation Lounge offers visitors a real glimpse into the future. There is no telling which of the technologies on offer will succeed or fail, but Engage seems to represent a more long-term way of thinking within a marketing environment. Less attention is given to pushing a sale on-the-spot, and more time has been spent encouraging engagement and interaction - using technology to create and drive a relationship.