Rubik's Cube | ITR

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To mark the launch of their latest offering to the UK’s smartphone market, Huawei wanted to use the latest in Artificial Intelligence (AI) to show the impressive capabilities of the Mate 20 Pro, and demonstrate how user friendly high-end technology can be.

The Huawei Mate 20 Pro is the most intelligent smartphone that Huawei has produced to date, so the company wanted to push the realms of AI to see if it was able to solve a complex puzzle.

They approached Kerve, a leading digital design agency specialising in bringing experiential marketing plans to life and encouraging the audience to participate in activities, to help them develop a relationship with a brand that is likely to lead to higher sales.

The Solution

ITR partnered with Kerve to be able to develop a giant Rubik’s Cube. This was created using some of the industries leading LED technology, which was programmed using a sophisticated AI sequences to help users solve this take on the classic puzzle; something which mathematicians have long debated over.

After looking at many different algorithms, none of them were really adequate enough to solve the puzzle, so the team trained a Tensorflow model to use AI to help the user solve the puzzle with as few moves as possible.

After several months of planning, building and testing the software to make something revolutionary for a revolutionary phone, the Rubiks Cube was ready to be taken out of the lab and into the field.

The Experience

By using the latest AI technology incorporated in the new Huawei Mate 20 Pro, visitors were invited to London’s South Bank to try to solve the 4.6 metre high LED Rubiks Cube, designed and constructed by Kerve and ITR.

The Mate 20 Pro has an innovative integrated chip which utilizes the dual AI capacity to work seamlessly with the App to give the user hints and tips on which move will help them solve this take on the classic puzzle.

The experiential installation gave the users an unique opportunity to get hands-on with the latest AI technology.

Client testimonial

“We have already proven that our Smartphones are intelligent enough to drive a car, but for the launch of the Huawei Mate 20 Pro, we wanted to set a new challenge. With our most intelligent device to date, we really wanted to push the AI to the limit, and see if it could solve a complex puzzle. So now we have proven that the Mate 20 Pro has a higher intelligence – what next? Anything is possible!”
Justin Costello - Director of Marketing Huawei UK.

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