Looking to dive (and potentially edge out competitors) into the ever-expanding market of tablet computers, smartphones, and the WiFi accessibility that accompanies both, Acer introduced seven new products at a morning press conference on Tuesday, November 23. Gathering 220 guests at Skylight Soho and broadcasting to more via a live Web stream, the Taiwanese PC powerhouse (currently ranked at number two behind HP) unveiled its wares in a white-on-white set, hoping to create an environment free from extraneous distractions.
The concept of global launch—dubbed "Interact"—was developed by Milan-based Circle Line, the Acer Group's marketing and communication agency, which recruited S.A.T. Meetings & Conventions to design and manage the event and Palm Productions—a new company started by two former David Monn staffers—to coordinate the production. The products launch included a double-faced 14-inch tablet known as the Acer Iconia, two smaller tablets running on the Android operating system, a 10.1-inch tablet using Windows, an Android smartphone, and two content-streaming software platforms dubbed Alive and Clear.fi.
To allow the products and the presentations from Acer execs like C.E.O. Gianfranco Lanci to be the focus, the management and production team opted to replace the typical stage set with a runway flanked by rows of transparent chairs on risers. And rather than a small screen, this space was dominated by a 270-degree, 16-foot-tall cyclorama that, through edge-blended video projections, displayed seamless, immersive images of a waterfront and the New York City skyline. Similarly, other areas of the venue, including three lounges for press to test out the new technology, showcased floor-to-ceiling imagery and held clear or white furnishings.
As a prelude to the introduction of the new gadgetry, Skylight Soho's long, gallery-like corridor was turned into a high-tech playground, packed with interactive L-bars, touch-screen plasmas, reactive floor projections, and display walls operating Minority Report-style, gesture-controlled technology.
The presentation was followed by a seated lunch, which was housed in a clear-top tent constructed on the venue's rear terrace and catered by Creative Edge.
