terça-feira, setembro 29, 2009

SPOTS, Potsdamer Platz, Berlin

The world's biggest urban media art display...

The 1800m2 SPOTS light- and media installation -- an extremely short notice project commissioned in February 05 and inaugurated in November 2005 -- transforms an empty office high rise building at Potsdamer Platz in Berlin into one of the biggest media art works in the world. As part of an overall marketing conception -- which was developed by the Hamburg based marketing agency "Café Palermo" -- the installation is supposed to create a "sexy" communicative image of the rather poor investor driven architecture. In this way the client hopes to find a potential tenant for over 20.000m2 empty office space in one of Berlin's most exclusive locations.
Technically the installation itself is similar to the BIX project for the Kunsthaus in Graz: a field of 1800 fluorescent light tubes serves as a pixel matrix of a giant low-resolution grey scale display. Each light tube can be switched and dimmed individually by a central computer.

In this way simple images and video sequences can be shown on the façade.
While the BIX installation in Graz is a carrier for art projects only the SPOTS installation needs to go a step further. Although the installation is reserved for artistic productions mainly the client needs to refinance part of the production costs by screening corporate commercials as well. In order to avoid the typical antagonistic 'side by side' of art and commercials the SPOTS installation serves as a platform for a new communication format fusing artistic and corporate communication. As part of a curated program artists will be coupled with some of the most courageous global enterprises to develop an artistic re-interpretation of their ubiquitous marketing slogans: "Where do you want to go today?", "Life is Random", "Vorsprung durch Technik" ....

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