From Vegas to the Virtual Space for CES 2021

For their 2021 ExPLORE Event, HARMAN collaborated with Icon Technology Studio to conceptualize and create a spectacular technology showcase highlighting the latest innovations for their automotive and lifestyle brands.

Featuring three new memorable in-car experiences and the newest offerings in the consumer audio space, the ExPLORE event launched 2021 with a virtual preview of HARMAN’s latest innovations and products.

The Explorer

Icon collaborated with adventure travel journalist Kellee Edwards to host the 2021 event, bringing the global HARMAN family together in a shared virtual space. Live from the virtual stage, Kellee anchored the event, welcomed executives and introduced an all-star lineup of automotive and audio products.

Experiences Per Mile

Icon Technology Studio collaborated with HARMAN’s automotive group to re-imagine the in-vehicle experience as they transform the vehicle to a true “third living space”. The virtual showcase featured three new immersive experience concepts - “ExPs” - designed to solve modern mobility needs: Gaming Intense Max, Creator Studio, and Drive-Live: a virtual concert experience.

Multi-Platform Digital Product

Icon Technology Studio created a multi-platform digital product designed to extend the in-vehicle experience to users online for multiple use cases. Using Unreal Engine, Icon converted automotive CAD data into a photoreal, functional virtual vehicle for use as both a storytelling device in the ExPLORE event and a virtual demonstration piece for HARMAN automotive sales teams. Self-guided demonstrations of core technologies are deployed on the web for HARMAN customers to explore, and the same virtual vehicle asset can be used in virtual and in-person meetings to preview new technologies.

HARMAN 2021 Lifestyle Product Launch

Icon Technology Studio partnered with HARMAN to reveal a lineup of exciting new lifestyle products for 2021, featuring the latest headphones, portable speakers, and home and luxury audio solutions all with JBL quality sound.

Icon created a visual and audio showcase for the lifestyle brand, exploring in-depth product features and consumer stories to unveil award-winning new products for consumers. Celebrating the evolution of sound over 75 years, the event brought to life the amazing JBL sound that shapes life’s most epic moments.

Audioreactive Visuals

Icon created a series of audioreactive animations to brand the show and create storytelling visuals and VFX. Using code and generative art, we are pioneering new workflows in digital content creation.

A Year in Culture

For the event broadcast, Icon captured notable collaborators with shout outs from NBA MVP Giannis Antetokounmpo, pop star Bebe Rexha and classical pianist Lang Lang.

We also created a recap video for HARMAN Lifestyle, highlighting the biggest moments in the last year, from key global brand moments to JBL ambassadors donating headphones to students for online learning.