Firm： ACT LIGHTING DESIGN

Type： Commercial › Retail Shopping Mall

STATUS： Built

YEAR： 2016

Photos： Vitaly (4)

Strong of its expertise in visual & lighting design for retail industry, ACT LIGHTING DESIGN took upon a new challenge to entirely design, develop and produce an immersive multimedia installation inside Zeleno Park, a shopping & leisure center in Moscow.

Following the client’s requirements in visitors experience, branding, differentiation and strong visual identity, the multidisciplinary team elaborated a turnkey creative & technological solution: IMX, a 14 meters high and 19,3 meters wide multimedia sculpture meant to become Zeleno Park’s distinctive signature and one-of-a-kind immersive installation in a shopping mall in Russia.

In their artistic concept they focused on a multi-sensory approach that encourages the visitors to explore the structure’s interface and that enhances spatial experience through visual, interactive and dynamic elements. By merging the virtual with the physical, ACTLD wanted to explore all potential and seize the opportunity of IMX to stimulate the connection between the users and the commercial space by integrating storytelling, interactivity, original shows and branding in a playful way that awakes all senses.

ACTLD had to intervene into an existing architecture and implement IMX structure without interfering with the building, keeping a 5 meters distance from surrounding shops and allowing the flow of visitors under it.

The structure in form of vortex is composed of two-mirrored halves of a spiral that follow each other and embrace one another, fully occupying the space in depth, width & length to offer a visual experience from a 360° point of view.

IMX’s three-dimensional structure was inspired by the natural phenomenon of the whirlpool to embody powerful dynamic and energy. The visual scenography, multimedia content (tailored surprising video animations, projections and lights) and an original music score with sound effects, were also inspired by the nature and by the form of the sculpture itself.

As an evolving part of the environment, IMX includes cutting edge elements as visual scenography, video mapping, lighting, sound and interactivity. A multimedia show is played on the structure and on its surroundings every hour. Various interactive games and brand boxes with digital commercial content are proposed to the customers in between the shows.

IMX aims to impress but also to engage intimately with the users by offering a memorable experience from the inside and the outside of the multimedia installation. In the line of the architecture and its design, we created the seating area around the sculpture for 40 people.

With an unsurpassed breadth and depth of functionality, the sculpture and its surroundings were equipped with complete system of multiple lighting features and made to measure lighting fixtures that ensure the visual coherence within Zeleno Park and offer an extensive range of future creative and technical possibilities.

Credits:

Project by ACT Lighting Design: Artistic direction, Visual Scenography, Set & Lighting design, Architecture & Engineering

Koert Vermeulen: Artistic director & Principal Lighting Designer

Andrea Mantello: Architect & Senior Lighting Designer

Iiris Rousku: Project Manager

Jordi Vandekerkhof: Production Manager

Axel Van Bree: Project Manager

Christophe Van Schoorisse: Executive Producer

Bart Van Stiphout: System Engineer

Nicola Ferrari: Structural Engineer

Create: Multi-media Production

Julie Mazy: Content Director

Drop The Spoon: Content Production

Musicom: Music & Sound design

Client: DG19

Date: 2015-2016

Country: Moscow, Russia