1. november 2011
select projects

2. Apologue approaches the design of interactive experiences
by re-imagining new form of storytelling (CONTENT), new forms of
interaction (INTERFACE) and innovative methods for integrating
mixed media into physical space (ARCHITECTURE).

3. Apologue is a global network of bleeding-edge thinkers, artists, designers,
architects and technologists that seek to invent and innovate. Each
project is assigned a curated team of experts to deliver on the vision
and create something entirely unique, artful and intelligent.

4. TALI KRAKOWSKY | FOUNDER
Apologue was founded by Experience Designer Tali
Krakowsky. Committed to a highly multidisciplinary and
collaborative methodology, for the last decade Tali has
worked with clients such as the Museum of Modern
Art in NYC, Los Angeles County Museum of Art,
CHANEL, HBO, the Grimaldi Forum in Monaco, The
Institute of Contemporary Art in Philadelphia, Victoria’s
Secret, Timberland, Frank Gehry, Airbus, IBM and Van
Cleef & Arpels.
Throughout her career, Tali has led the conceptual and
strategic development of projects that seamlessly integrate
storytelling, new media and physical environments. Tali is
a frequent speaker on the topic of design, technology, and
architecture in events, schools and conferences around
the world. She has published several articles on design,
architecture, and innovation through collaboration,
and is a regular blog contributor on the topic of
Experience Design.
Born in Israel and raised in Hong Kong, Tali has a
Bachelor of Fine Arts in Communication Design from
the Parsons School of Design and a Master of Arts from
UCLA’s School of Architecture, where her thesis was on
interactive architecture. She is a Founding Member of
5D: The Future of Immersive Design, an Entertainment
Council Member of the Urban Land Institute, a Council
member on the Northeastern University School of
Architecture Advisory Council and serves on the Board of
Directors of the Society of Environmental Graphic Design.

5. select projects:

6. STRIKE BACK SUPERWALL
Client: HBO | Cinemax
Creative Agency: BLT & Associates
Production: Apologue, Inc.
Software development, system design and technology
integration: Audio, Video & Controls, Inc.
To celebrate the series premiere of HBO’s Cinemax
new original series, “Strike Back”, Apologue
collaborated with Creative Agency BLT & Associates
and Audio, Video & Controls to create a unique
interactive experience on the streets of New York City.

7. Inspired by Strike Back’s action-driven control room, a huge
wallscape on 34th Street, featuring eighteen 46” screens, was
transformed into a SuperWall of multi-user interactive graphics.
Armed with a set of cameras, the SuperWall captured movement
and reacted to pedestrians as they walked by.

8. Split among four interactive zones, the SuperWall
allowed users to interact and engage with the wallʼs
digital mainframe to learn more about the organization,
its major players, its missions, and to even enlist in S20
using touchs creen and MMS technology.

9. Never before have large-scale video playback, reactivity, and interactivity been
combined into one streetscape experience on such a scale. This street project,
evoked pseudo military intelligence and served as the perfect entry point into the
world of “Strike Back.” The interactive Superwall housed at 225 West 34th Street
was displaying content for 24-hours a day throughout August 2011.

10. CHANEL SOHO STORE REOPENING
client: KCD, NYC
Inspired by Karl Lagerfeld’s new urban architecture
and graffiti campaign, taken in downtown New York,
CHANEL’s new SoHo store has been wrapped with
a gate of light. Designed by Apologue, Inc., this
media installation is a three-day celebration of the
city and the launch of the new CHANEL store design
in NYC. A porous “L” shaped LED canvas scaled at
10 foot high and 150 feet wide animates a series of
Lagerfeld’s urban photography in a stunning generative
performance, choreographed by United Visual Artists.

11. Seamlessly embedded into the chamber that is created between the wall of
light and the store façade are two 23-foot digital graffiti installations. Two black,
highly glossy surfaces invite visitors to leave their mark by drawing their own
digital graffiti with modified CHANEL paint cans. This interactive installation,
built by Tangible Interaction and managed through a custom iPhone Application,
playfully reflects on the city as a canvas, capturing the graffiti into a digital
archive, while continuously fading the real-time created content like an
expedited memory wall that leaves an echo of its past.

13. The following day the digital graffiti
installation was open to the public,
inviting children of all ages to
contribute content.

17. TIMBERLAND IN-STORE DIGITAL EXPERIENCE
Client: Timberland
Concept, Strategy, Creative Direction
and Production: Apologue, Inc.
Executive Creative Director: Tali Krakowsky
Producer: Marissa Levin
Creative Director: Beth Elliott
Art Direction and Interface Design: Iron Claw
Software Development: Automata Studios
Technology Integration: Audio, Video & Controls
Together with Timberland’s in-house global creative
services group, Apologue Experience Design Firm
has developed an intelligent interactive experience
within the retail fixtures that intrigues and engages
the customer throughout the store, inspiring them to
discover their great outdoors with Timberland gear,
technologies and brand storytelling.

19. An interactive test module has been designed as
part of Timberland’s new store concept launched this
month in Stratford, UK. Located in juxtaposition to
merchandise and environmental graphics, the digital
experience creates an interaction between product
and digital innovation, transforming the typical retail
touch point into a more meaningful communication
tool that delivers relevant information and emotional
branding to Timberland’s global consumer.

21. Apologue, in collaboration with Automata Studios,
Iron Claw and Audio, Video & Controls, designed a
custom, open-source cloud-based HTML5 system
that is able to dynamically retrieve remote data and
create real-time, uniquely generated storytelling at
every interface touch point, in every store, at any
location around the world. The systems allows
Timberland to add and tag assets for immediate
integration into the storytelling all around the world
in real-time, while being managed and monitored
from a central location.

23. The interactive touch points transcend traditional
retail models by transforming the shopping
experience into a dialog between the brand and
the customer. The system is uniquely designed to
adapt, capture and learn from each store globally,
providing unique, location-specific content to
individual stores and inviting customers to provide
meaningful feedback about Timberland products
and initiatives that can then be converted into
meaningful data for the brand.

24. This unique interactive system is being tested in key
store locations in Singapore, the UK and the US.

25. LA PLAZA MEDIA WALKWAY
client: LA Plaza de Cultura y Artes
The LA Plaza Media Walkway is a public digital
installation, designed by Apologue, Inc., as part
of the new LA Plaza de Cultura y Artes cultural center
in Downtown Los Angeles. Five 7-foot x 4-foot integrating
the latest in display technology with bleeding-edge
digital storytelling are designed to reveal, tease
and provoke.

26. Inspired by the spectacular colors and heritage of Mexico, the screens feature a stunning, illustrative
garden that is continually blooming, generated completely by algorithms, programmed by Automata
Studios. driven by a self-choreographing system that generates storytelling in real-time.

28. Similarly, the content is entirely choreographed by the
computer based on an extensive, algorithmically-driven
logic system designed by Apologue, in collaboration
with Edwards Technologies, Inc.. The show control
system is powered by cloud computing, pulling assets
virtually in real-time and composing dynamic narrative
that are singular, beautiful and timely.
The entire system is controlled and programmed
virtually and is entirely self-sufficient.

31. AGAVE SCULPTURE, MEX GAMES
client: Jose Cuervo, Digital Kitchen + Crispin Porter
Inspired by the tequila agave plant, a 25 foot
wide glowing agave sculpture served as the
center piece for Jose Cuervo’s traveling Mex
Games event across the United States.

36. apologue is a company dedicated to the creation of
immersive storytelling enivonrments that seamlessly
integrate emerging media into physical environments.
For more information, please contact:
Tali Krakowsky
Founder
tali@apologuestudio.com
1.323.770.3239