Marti Romances, Creative Director and Co-founder Territory Studio SFcreated a “future” design for the user interface from GM concept cars to video games.
Romances’s Studio is a London-based San Francisco office that has worked in films including Avengers: Endgame, Former Records, Former Mechanics, Blade Runner 2049, Galaxy and Mars and Guardians.
Territory Studios also created to appear in Video Games Like Forza Motorsport 6, Spider-Man: Miles Morales, Cyberpunk 2077 and Marvel’s Avengers. Territory also works on brands, events and installations. I’m happy to note that Romance will be our speaker GamesBeat Summit 2025 The event will be held in Los Angeles this spring from May 19 to May 20.
It’s cool that romance-like designers are creating the future by designing something that isn’t real, just to get rid of the imagination of people who will create something real in the future. This is part of my favorite creative cycle Science fiction inspired games and technologywhich in turn inspired science fiction. This is how we get creations like Territory Design Amazfit Edge A smartwatch, like a Star Trek tool, can measure heart rate, calories, steps, air pressure, and more.
“These brands don’t want to be late because we are building the foundation to prepare to have the lowest viable product or some prototype so their consumers can test when this technology prefers everyone,” Romances said.
Creative Origin
To accomplish this, romance must draw inspiration from a range of influences, disciplines, and perspectives to create its own experience. This led to Fast Company naming him “100 Most Creative People in the Business“Romance tells Fast Company that in 2019, the territory did not first consider features.
Romance begins the San Francisco office nine years ago. It has grown to add offices in Los Angeles and Vancouver.
“The most important part for us is diversifying what we can do and helping other industries. In the beginning, we over-indexed a lot of work in Hollywood,” Romance said in an interview. “What we do with all these directors and movies is to create technology that doesn’t exist. Over the past eight years, we’ve seen a complete circle, and perhaps because of the distance from Silicon Valley, we’ve triggered many digital products that are real products. It’s very exciting for us because we’ve imagined the future for so long. Now, we’re finally helping to produce these truly innovative solutions.”
One of the “real” works on the territory appeared at CES 2021, where General Motors CEO Mary Barra showed off an all-electric Cadillac with its electronic dashboard designed partly by Derritority Studio SF. It has lighting and colors that match the driver’s mood and personality.
“Recently, we started working with aerospace, which is also very exciting. Now that we have done so MartianI always wanted to do the real thing. ” Romance says.
From Hollywood to Games and more
Microsoft’s Game Studio Turn 10 in Seattle brought territory to Forza Motorsport 5 and Forza Motorsport 6. It contains holographic elements.
“Macross, what I want to say is what most of the visuals in these movies do – just like everyone remembers that all the holograms we show for the Avengers or those players who appear on the face or even the ready-made ones are real,” Romances is real. “All of these designs inform the needs of ultimate augmented reality or mixed reality. Even with Microsoft Hololens, we started for a few years and how we could do our medical projects through visualization. ”
Later, in a collaboration with Magic Leap, the territory was paired with AR glasses, which made the concept even more practical. Magic Leap didn’t do this, but the ideas in the design inspired the design later. Now, these technologies can be used as visual aids for surgeons in operating rooms.
For Denis Villeneuve’s film Dune: Part Two, the film was nominated for the best picture of the year, with the Territory designs such as animated holographic warfare consoles and weapons created for Harkennon Mentat (human computer).
There is a highly detailed 3D holographic projection display on the Harkonnen War table, which acts as a key narrative prop in the situation room that features both in the open scene and throughout the scene. The scenes in this set are intended to inform the audience of the state of the ongoing war between Frimening and Harkonen. The Rabban Command Center is powered by Mentat Chant Vibration, showing the movement of his army in real time. This is an example of attention to details.
Romance says: “The dunes are very dark and very simple.”
The intersection of digital twins and simulation and entertainment
All of these designs show that the human machine interface is not yet completed, and perhaps its best days are in front of us. Tools for creating powerful 3D mapping systems here, they are unified and unreal game engines for making video games. These tools are using those big companies that are being designed Digital Twins.
Digital twins are analog designs of factories built and well-established in the digital realm before any funds can be achieved to physically build the factory. These factories are equipped with sensors and then feed data back to the digital twins to improve the design. That benign cycle helps improve the physical factory in its next design iteration, and for years it has actually been the same concept.
“For me, it’s very powerful because we’re using real-time technology that is usually used to make games,” Romance said. “This is a territory between Hollywood and the Silicon Valley, right? Movies and games allow us to dream and create without development, which is very good because we have our minds open. We don’t have to wait for the technology to be available. On the other hand, we’re actually doing something more reasonable.”
It may cause a lot of interference. If hologram technology is perfected and costs are reduced, then this will destroy advertising on billboards throughout the city.
When asked why he did this, Romance said: “We just like to create rather than recreate. When we were in this business, we realized that many movies wanted effects, such as cars exploded in the middle of the road. As designers, we Want to create, we finally found a niche for these films that have never been seen and never developed, rather than referring to existing technology, which is trying to make new benchmarks that no one has ever imagined, right, does not exist, does not exist.”
He added: “The best example is what you mentioned in the minority report. There is something in that multi-source. [Tom Cruise] Pinch in the air and end up on the iPad or slide the screen. ”
He added: “We believe that all the work we have done for Hollywood for 14 years has been impacting like new technologies. But we are also the person in charge of creating prototypes for these brands that want to have a broader horizon. We have been playing on this playground and everything is possible. It’s so important.”
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