The Samsung Installation in Milan Depends on the Audience
Kalin Ned — May 3, 2019 — Art & Design
References: design.samsung & dezeen
The Samsung installation for Milan design week is a great example of co-creation as the mobile company allows members of the audience to direct the manifestation of the artwork. The highly immersive environment is guided by behavioral cues from those viewing it. In an attempt to create an experience that embraces "empathy, discovery and moments of deep immersion," the Samsung installation is guided by the breathing, talking and moving patterns of the individuals.
Dubbed 'Resonance,' the piece is presented in a series of maze-like spaces. There are three active zones. The first one is soft, mesmerizing and accommodating. It is called 'Empathy.' The second is named 'Discovery' and it allows for visitors to "breathe life into the artwork." The final zone in the Samsung installation is 'Immersion,' where the art direction is dependent on the movement of the audience.
Dubbed 'Resonance,' the piece is presented in a series of maze-like spaces. There are three active zones. The first one is soft, mesmerizing and accommodating. It is called 'Empathy.' The second is named 'Discovery' and it allows for visitors to "breathe life into the artwork." The final zone in the Samsung installation is 'Immersion,' where the art direction is dependent on the movement of the audience.
Trend Themes
1. Co-creation in Art - Art installations that involve audience participation in directing and influencing the artwork.
2. Behavioral-driven Experiences - Immersive installations that respond and adapt to the behavioral cues of the viewers.
3. Deep Immersion Art - Artworks designed to provide moments of deep immersion and sensory engagement.
Industry Implications
1. Art Galleries - Art galleries and museums can incorporate co-creation and immersive experiences to enhance visitor engagement.
2. Mobile Technology - Mobile technology companies, like Samsung, can explore utilizing behavioral cues to create interactive and personalized experiences for their users.
3. Experiential Marketing - Experiential marketing agencies can leverage deep immersion art installations to create unique and memorable brand experiences for their clients.
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