Philips turns Newtown bus stops into interactive light and music experience via iris Sydney

The heart of Sydney’s arts and entertainment precinct, Newtown, will become home to #Huetown for the next two weeks, as Philips launches an interactive showcase of its innovative lighting product and how it can enhance and personalize everyday life in the home via iris Sydney.

Philips Hue, a connected lighting system for the home, was launched in 2013, and wowed adopters and the tech scene across the world. Wanting to take the Philips Hue experience to the mainstream, Philips wanted to engage with everyday Sydney consumers in a big way.

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The Sydney arm of iris, the creative innovation network, created #Huetown – taking the Philips Hue to the streets in one of Sydney’s busiest suburbs by transforming a bus shelter into a dynamic, interactive light and sound experience.

Through an interactive panel display, visitors can select from six different music genres representing some of Sydney’s landmarks, such as Pops Point and Surry Chills, and synchronize with 24 Wi-Fi connected Hue globes to create their very own unique lighting experience.

Says Michelle Drummond, consumer marketing manager at Philips: “Our homes have changed radically over the past century. So too has the lighting technology in our homes. #Huetown uses Philips Hue to engage commuters in a dynamic light and sound experience that showcases the connectivity of the product, pushing the boundaries of how light can be used.  #Huetown will inspire ideas for how Philips Hue can connect to your home to enhance a space, heighten a mood or simply ease day to day life, like never before.”

With #Huetown iris showcased some of the product’s most innovative features – its ability to sync with entertainment and create different colour environments, while replicating the experience of Philips Hue in the hands of consumers in a fun way, taking design cues from public transport itself to tell the brand story – a journey from the city to home, the perfect place to use Hue.

Says Penny Dixon, managing director, iris Sydney: “Outdoor media has always encouraged innovative ideas and creative use of space. With the recent improvements in tech, that gave us the perfect way to show off the connectivity of the Hue system in an outdoor setting in an area that is well-connected. Using a bus stop provided the perfect framework for us to house and encourage participation with #Huetown.”

To maximise engagement with the vibrant Newtown community for the duration of the campaign, Philips has engaged local businesses including King Street Theatre, Dendy Newtown and The Vanguard as #Huetown ambassadors who will share the Hue experience with their patrons.

As a thank you to the Newtown community for use of the bus stop for the campaign, Philips will donate the Hue products used in the #Huetown activation to local community groups.

Philips #Huetown at Enmore Road Near King Street will be live from June 2 – June 14, 2015.

For further information on Philips Hue visit www.meethue.com, or interact with #Huetown on Facebook, Twitter or Instragram. All social content will appear on http://huetown.co/.

Penny Dixon – Managing Director

Posterscope – Media/Production