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Project Overview
Delta Air Lines, in partnership with Misapplied Sciences, will launch the first-ever PARALLEL REALITY beta experience for customers departing Detroit Metropolitan Airport this year – the first step toward a future where the airport environment itself is tailored to each customer. This new, opt-in technology allows multiple customers to see personalized content tailored to their unique journey on a single digital screen – at the exact same time and in their preferred language. At a glance, the category-defining technology will provide wayfinding and personalized travel information, like directions to your departure gate, or the closest Delta Sky Club.
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Project Brief
How the beta experience will work: After moving through security at Detroit, travelers will see a Parallel Reality display near the Delta Sky Club (Concourse A, McNamara Terminal). Delta customers departing from Detroit who want to participate can scan their boarding pass on the boarding pass scanner and select the language they want to use. Leveraging multi-view pixels and proprietary technology, this innovation enables each customer to see personalized, in-language messages – tailored just to them – as they walk past the digital screen. For the trial, tailored messages may include personalized wayfinding, flight information or updates, boarding time, the nearest Delta Sky Club or even upgrade/standby status. This experience will always be opt-in, and customer information is not stored.
Project Innovation/Need
The Parallel Reality technology first caught the eye of innovation experts at The Hangar, Delta’s innovation center. From there, Delta identified an opportunity to leverage this groundbreaking innovation to transform the airport experience. Teams across the company have since worked hand in hand with Misapplied Sciences to develop and hone the beta experience launching in mid-2020.
Design Challenge
Displays are enabled by a new pixel that has unprecedented capabilities. These pixels can simultaneously project up to millions of light rays of different colors and brightness. Each ray can then be software-directed to a specific person. Layers of proprietary technology enable PARALLEL REALITY™ Displays. Advanced optical design allows each pixel to simultaneously emit many controllable light rays of different colors. Precision spatial calibration computes each light ray’s destination in dimensional space. High performance parallel computation harnesses a network of proprietary pixel processors to efficiently coordinate a massive number of light rays in real-time. Simplified programming interfaces translate complex underlying calculations into manageable software applications. Real-time environmental modeling tools enable everyday users to easily direct visual media to specific people and places. Experiential design converges additional technologies such as sensors, ui devices, tracking, machine vision, data management, and predictive analytics to create a world of applications.
Future Impact
While the technology will start with Delta customers in Detroit, eventually Parallel Reality technology can be used to create seamless, engaging and personalized experiences in nearly any out-of-home venue–ranging from stadiums to theme parks to convention centers and more.
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Service - Corporate
This award celebrates creative and innovative solution design for the successful delivery and provision of services. Consideration given to system integration, user experience, product design
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