Imagine that for a moment.
The Vision
For the BLU 2.0 launch, Rapt developed a multi-sensory branded experience that translated flavour into a physical, interactive reality.
The vision for BLU was to create an intimate brand activation that allowed people to connect with the product on a visceral level. We aimed to move beyond traditional advertising by building a space where participants could feel the brand through a synesthesia-like experience. The goal was to use technology to bridge the gap between human emotion and product identity, turning the sensory notes of the new vape flavours into a tangible, digital world.
The Creation
The studio was responsible for the full lifecycle of the project, including concept, design, fabrication, and all interactive elements. We developed real-time interactive content using TouchDesigner and Notch to ensure a seamless, high-fidelity response to human movement while combining interactive audio, visuals, and tactile elements to engage multiple senses simultaneously.
Our content design featured abstract visual representations of product flavours, such as "Golden Tobacco" and "Blueberry Ice," which shifted and evolved based on the audience's proximity and touch. To ground the experience in the physical reality of the brand, we constructed a mirrored, kaleidoscopic environment that amplified the scale of the digital canvas.
The Moment
The moment a person approached the screen, the physical space transformed into an explosion of colour and sound that mirrored their actions.
People were met with a wall of particles and waves that reacted to their hands, making the digital representation of the flavours feel alive and responsive. As participants moved through the space, the synchronised interplay of light, sound, and reflection created a fusion of brand and person. It was a brief, powerful encounter that left a lasting influence on how the audience perceived the BLU 2.0 product, engaging them in a ritual that was both high-tech and deeply personal.
