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Dentsu brings “Unnamed Sensations” and Main Stage Speakers to SXSW 2023


Dentsu experts and innovators will once again be part of this week’s festivities at SXSW, the annual showcase where innovation and culture come together. Find out more below about where you can come and catch us!

Unnamed Sensations

Colleagues from dentsu in Japan will be showcasing three new cutting-edge experiential innovations over at the Creative Industries Expo in the Austin Convention Center Exhibition Halls 2-4, Booth No. 1325.

Featuring prototype experiences, the theme of the three works is to explore the extension of our touch, texture and small senses. As technology moves us away from the physical world, dentsu’s aim with these new innovations is to find the boundary lines between digital and physical, using artificial muscles, image recognition, and AR technology. 


Hugtics is a technology that you can really feel with a new hug experience that hugs yourself. When the experiencer wears a vest woven with artificial muscles and hugs the human-shaped sensor, the feeling of their own hug is fed back to their own body in real time. In addition, by displaying changes in brain waves, the mental impact is also visualized. You can also record the hug itself, deliver it to a remote location, or play back the hug with your loved one.

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Phantom Snack

Phantom Snack is a new chewing experience system that makes you feel like you are eating even though you are not eating. When you chew food without putting anything in your mouth, the bone conduction earphones will feed back the crunchy chewing sound and vibration according to the movement of the jaw detected by facial image recognition. Furthermore, by linking images and an aroma diffuser, it is a system that gives you a chewing experience as if you were really eating a snack. Come and experience various “chewing experiences” such as chocolate chip cookies, potato chips, salads, and even phantom sweets. Chewing is said to be useful for activating the brain, maintaining cognitive function, reducing stress, and even dieting. 

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Transcentdance is dance AR content that visualizes the “smell” that you want to remember via in Augmented Reality content. By adding time and space information to smells and combining them with moving dance, dentsu has created an entertainment that expresses “smells”, which are said to be difficult to visualize because of their instantaneous information. When the user selects a “smell,” the sensor reads its components, and the “smell” dances in real time as a character according to the type and component ratio of the scent analyzed by AI.

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Taking to the stage at SXSW 2023

The Power of Play in the Metaverse
Timing: 11:30-12:30pm, March 12th 2023
Location: Fairmount Hotel 101 Red River, Austin

Join industry-leading entrepreneurs, global innovators, and technology executives in this discussion on the power of play in the metaverse and beyond.

This session will explore the rapidly evolving metaverse landscape – feature leading brand experiences in the metaverse, and highlight technologies empowering creativity, commerce, and connection in our everyday lives.


The Future of Entertainment & Immersive Experiences

Timing: 10:00-11:00am, March 14th 2023
Location: Hilton Room 619, East 4th Street, Austin

Storytelling, immersive entertainment, and play have long influenced creativity, culture, and human connections. 

Hear fresh perspectives on storytelling from everyday experiences to places and spaces, the impact of the ever-evolving emerging technology landscape, the role technology will play in enhancing the future of entertainment, and how next-generation experiences will be powered through choice and participation. 


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