The technical sculptures referred to as the Siemens Gates, anchor the four corners of the EXPO’s Piazza Italia central square. The sculptures are a seamless combination of dynamic art and technical innovation that use animation created in London by Immersive to symbolically draw the movements created by future trends on the 10-meter (33ft.) high sculptures.
Immersive’s animations bloom and grow to add an organic element to the steel structures using a particle stylisation inspired by atoms. As the bases for all technology and life on this planet, these tiny particles make up everything that is the focus of EXPO 2015: energy, industry, health care, and cities & infrastructure solutions.
Motion and timing of movement were key to creating recognizable imagery on the ultra low-resolution LED. The particles flow in and out from the low-resolution LED at the outward edges of spiralled helixes and form into narrative imagery in the higher-resolution LED centre.
The particle murmuration mimics the flows of starlings, small European birds that flock together, to create moving clouds that form and disperse images and that make the sculptures shimmer with the motions of life, flocks of birds and shoals of fish. The atomized visuals symbolize connection and continuity to remind visitors that technology and nature have always had a close relationship.
The bespoke LED of the Gates required a considerable amount of technological and creative expertise. Technically, Immersive crew had to find the highest resolution possible for the embedded LED before overheating became a risk. Immersive researched a plethora of architectural plans for months after first commissioned in the autumn of 2013. The solution was 40mm. Creatively, to complement the shape and curvature of the screens, Immersive created images, and movements that contort and spiral in beautiful ways along the imaginative architecture. Designed to work for a range of viewing distances from 1-50 meters (164 ft.), the imagery can be experienced from wherever visitors are within the square.
Immersive also developed different colour palettes for the changing outdoor light conditions. Immersive worked closely with creative agency partners Innovision and Studio Libeskind to ensure the technical sculptures along with their animated content create a strong conceptual link between nature, culture, and technology and to the theme of the Expo; Feeding the Planet, Energy for Life.
The creative vision of Paul Haverly, Innovision’s Creative Director, combined with the animation and art direction of Immersive’s animators led to a great partnership that kept Paul’s concepts at the forefront of the designs. These Siemens sculptures will also be given as gifts after the Expo, some relocated to other cities. We also created an AR app to show the flow and communication between them.
Immersive - The Art of Experiential Design
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