The most satisfying aspect of our project was the introduction of the concept of "translation". The rhetorical use of this term is mechanical and artistic - the act of translation and the re-expression of semantics. The OO, which is based on this, is an abstract visual symbol that presents this layer of meaning in a visual way - the OO is the two ends of a tube, symbolising two visual spaces and the material connection between them, and although it is a flat expression the conceivable three-dimensional space behind it cannot be ignored - this also reflects our aim to go beyond the flat.
In addition, I am most proud of my personal proposed offline approach to brand-sponsored curatorial promotion.The exhibition was born in Britain in the mid-18th century, and after nearly two hundred years of development, today it plays an increasingly important role in publicity and promotion, cultural consumption and quality of life enhancement, and it has been integrated into modern life.
Our design is about exploring new ways of expression in everyday things, and our exhibition naturally aims to do the same - using light and technology to elevate mundane objects to the level of works of art, giving them a new definition and experience, and thus exploring our judgement of the concept and value of art.
However, due to time constraints, our research on the 'exhibition' piece was limited and we only thought about the visual layout and the way of display. In addition to deepening the brand image and creating emotion, I will also pay more attention to the creativity and use of technology in the whole exhibition. The use of new media art turns these one-sided "monologues" into interactive installations that "talk" to visitors.
For example, OUTPUT artist Neil Mendoza's interactive installation of mechanical paintings for the Children's Museum of Pittsburgh recreates world famous paintings by shaking a handle, pressing a pump or pulling a string, and the world famous paintings are then changed accordingly. For example, pressing a switch changes the colour of the sky in Van Gogh's Night Café, allowing the viewer to interact with the world-famous paintings up close and personal in this way. The work interacts with the installation through the actions of the viewer, with different actions leading to different outcomes that trigger the viewer's associations and imagination, leading to different interpretations of the paintings, thus completing the whole process of 'dialogue'.
Another example is the Dalí Theatre Museum in Spain, a virtual model that mimics the reality of a museum, where visitors can enjoy the works in 360° using VR devices, enabling them to visit art exhibitions without leaving home. The "Unreal City" AR art exhibition invited many famous artists from all over the world, including Kaws and Cao Fei, etc. Just download the organiser's app and walk to the corresponding location to see the AR artworks on the screen through your mobile phone camera. Virtual reality and augmented reality technologies bring the 'conversation' from the real world into the virtual world, from offline to online, creating a 'dialogue' through electronic devices.
Art exhibitions have the function of spreading art and educating the public. In addition to enhancing the art literacy of the audience, bringing art to the public and bringing the audience closer to art is also an important value of art exhibitions, therefore our exhibitions should consider the needs of the public in all aspects, think from the audience's perspective, enhance the audience's perception, let more people experience art and 'dialogue' with art - and this is also in line with the social mission advocated by our studio.
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