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The media Cloud
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The media Cloud
Type
Changing the face was an open ideas
competition to rebuilt the facade of a urban icon in Moscow, the
Pushkinsky cinema.
We wanted to convey the concept that a
movie is a series of still frames, moving pictures, correctly placed
one after the other to create imaginary worlds in our mind.
We metaphorically extracted these
frames from the screen as “physical particles” and gently pull
them out randomly, creating a cloud around the building like a three
dimensional zoetrope. At this point we romantically imagined that
outside everyone could select any particle of the projected movie
simply with their devices and start to create their own story, their
own imaginary world, their own movie.
The proposal played on two different
interpretations. We have decided to keep the iconic cinema design
true to the original as much as we could, but refreshing its
image with a more contemporary approach.
The main characteristics of the cloud
are its elegant permeability, achieved by using transparent
silicon for the realization of the particles and keeping each
particle totally detached from the others, and the LED and data wi-fi
technologies. As all of the particles have these integrated systems,
the cloud can be also used for entertainment, interactive
communication, art or simply for advertisement and graphics.
Everything can be seen from different
angles, from all the surrounding streets, transforming the cinema
itself into a new focal point and centre of cultural life .
competition to rebuilt the facade of a urban icon in Moscow, the
Pushkinsky cinema.
We wanted to convey the concept that a
movie is a series of still frames, moving pictures, correctly placed
one after the other to create imaginary worlds in our mind.
We metaphorically extracted these
frames from the screen as “physical particles” and gently pull
them out randomly, creating a cloud around the building like a three
dimensional zoetrope. At this point we romantically imagined that
outside everyone could select any particle of the projected movie
simply with their devices and start to create their own story, their
own imaginary world, their own movie.
The proposal played on two different
interpretations. We have decided to keep the iconic cinema design
true to the original as much as we could, but refreshing its
image with a more contemporary approach.
The main characteristics of the cloud
are its elegant permeability, achieved by using transparent
silicon for the realization of the particles and keeping each
particle totally detached from the others, and the LED and data wi-fi
technologies. As all of the particles have these integrated systems,
the cloud can be also used for entertainment, interactive
communication, art or simply for advertisement and graphics.
Everything can be seen from different
angles, from all the surrounding streets, transforming the cinema
itself into a new focal point and centre of cultural life .
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