Client: Hals Development
Location: Moscow, Russian Federation
Completion date: 2015
Project Team
Artist
Sila Sveta
Sila Sveta
Artist
Amy Blackman
Sila Sveta
Artist
Denis Astakhov
Sila Sveta
Artist
Alex Us
Sila Sveta
Artist
Alexey Rozov
Sila Sveta
Overview
An experiential offline media environment for the Central Children Store — a legendary building built in 1957.
The projection transforms the shopping mall into a magic box, showing a history of the country for kids.
The permanent installation in the main atrium has become iconic — the largest permanent 3D-mapping projection in Eastern Europe, featuring 21 20K ANSI Lm projectors and 3 Touch Designer-based media servers.
In atrium there are two 5-minute shows that tell a story about the history and nature of Russia.
It’s the first project in Russia of this kind – a groundbreaking permanent mapping installation in a shopping mall.
Goals
We used the technology of 3D projection mapping in an unusual way; we have shown that it’s possible to have a permanent and recurring show a shopping mall.
We have created a Museum of Childhood 10-minute projection mapping show, shown on a scale mockup of the building and a screen behind it. The main hero is a teddy bear – a well-known childhood character for everyone.
Additionally in the atrium there are two 5-minute shows that tell a story about history and nature of Russia.
we needed to make magical content that supports the shopping mall’s unique location and rich history – we created artwork that makes the space a fairytale.
Process
We have a fantastic in-house team of art directors, creative directors, designers, composers, supervisors and producers. The team has been working for 7 years together and produced various well-known projects.
The Basic idea comes from the client- our creative director starts the process by gathering ideas for first plot and/or script. After all of the creative team and clients are happy with the script we precede with the mood board and sketches- the basis for future content. For the sake of clarity and timing issues we then create an animatic, which helps to align the animation and music. This is done by the designers and animators, but under the supervision of art director. After we have the draft animation ready the actual production starts. This is where the hard work of the studio begins and a team of designers and animators join the process. The supervisor makes sure all the pieces are done and matched together and collects everything in a final single file that will be used for the show.
Additional Information
-