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Shake off those Monday doldrums and get ready for a week chock-full of creative presentations, events and awards shows! Today kicks off New York Creative Week, and while there’s no shortage of fantastic things to see and do (after all it is New York), GE’s mind blowing Throttle Up should be on everyone’s “must see” list. Happening alongside Creative Week, and located down the street from the events at Galapagos, Throttle Up is an installation featuring GE’s one-of-a-kind, 34’ x 34’ hologram experience highlighting the latest in its next generation jet engine lineup.

Illustrating GE’s core value of “imagination at work”, Throttle Up is an ultimate expression of design innovation meets high tech, combining the latest motion body capture and 3D technology to provide participants with a new type of interactive demonstration never seen before, not to mention a taste of what it’s like to build an actual jet engine—right down to being “blown away” by the powerful burst of air at the end!

Get blown away by the life-size interactive hologram in DUMBO.

Watching site video clips of chief creatives from agencies BBDO, BFG9000, Cheil USA, HUGE, Socialistic, SubRosa and TBWA surprised, gleeful faces undulating under the air pressure of the GEnx jet engine hologram experience, all I could think of were the immortal words of Maverick, Tom Cruise’s character in the movie Top Gun “I feel the need, the need for speed.”

ge-instagram1.jpgGet blown away by the life-size interactive hologram in DUMBO.

Behind-the-scenes video gives a glimpse of the incredible amount of work involved in making Throttle Up possible, as workers and technicians transform Brooklyn’s beautiful Jane’s Carousel building, into a fully immersive, motion-controlled 3D experience. Truly not to be missed, Throttle Up is free and open to the public from May 7–11, 11 a.m.–9 p.m. at 56 Water Street in DUMBO, New York. Use hash tag #ThrottleUp for conversation and updates. Also, look for a full first-hand report on my own Throttle Up experience later this week.