Fisher & Paykel has taken a different step in showcasing its product line at the Good Food and Wine Fair. The company has created a Musion Theatre where users can view a 3D holographic video projection of its products.

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Unveiled at Melbourne today, Fisher and Paykel’s National Marketing Manager, Peter Russell said that they want to deliver something new and fresh to visitors.

“We really wanted to move away from the standard product showcase and embrace new technology to deliver an exciting, new experience for consumers. Instead of trying to explain what a Cooldrawer is, we feel that it is better for them to see it for themselves.”

The Musion Eyeliner system is revolutionary sensory experience that projects images in a larger than life-size three-dimensional capacity giving the illusion that the objects are in fact floating in mid air.

“We are using the latest and most innovative media technology to showcase some of the most innovative kitchen appliances available, essentially building a kitchen in three dimensions, in mid air – right in front of one’s eyes. We see this as a progressive commitment to thought leadership in our industry,” added Russell.

The Musion Eyeliner is a modern variation of a Victorian stage illusion called “Pepper’s ghost” which uses high definition video projection or LED screens to allow moving images to appear within a live stage setting.

The Fisher & Paykel Musion Theatre will tour food and design fairs in Sydney, Melbourne and Brisbane throughout the year.

“We felt that this technology ticked so many boxes” said Mr Russell. “It moves away from the typical static kitchen stands with a celebrity chef and instead allows us to tell a story, to illustrate concepts that are hard to articulate. It is ideal for a company like Fisher & Paykel with forward thinking products,” concluded Russell.

See a short video of what’s inside the Fisher and Paykel booth below.