STATE GRID PAVILION – MAGIC BOX by Atelier Brückner for IBM

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STATE GRID PAVILION – MAGIC BOX

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Industry IT Solutions & Professional Networks
Media Design & Branding
Market Germany
Agency Atelier Brückner
Released May 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: IBM CHINA FOR STATE GRID CORPORATION OF CHINA (SGCC)
Product/Service: STAGED ARCHITECHTURE
Agency: ATELIER BRÜCKNER
Date of First Appearance: May 1 2010
Entrant Company: ATELIER BRÜCKNER, Stuttgart, GERMANY
Lead Agency, Scenography: (ATELIER BRÜCKNER)
Creative Direction: Prof. Uwe R. Brückner (ATELIER BRÜCKNER)
Art Direction: Dominik Hegemann (ATELIER BRÜCKNER)
Film Direction: (TAMSCHICK MEDIA+SPACE)
Film Production: (m box bewegtbild)
Sound Design: (Idee und klang)
Architecture: (CCDI Shanghai)
Media placement: Staged Architecture - Expo Shanghai - 1 May 2010 - 31 October 2010

Describe the brief from the client
The State Grid Corporation of China (SGCC) is the national company for the transmission and distribution of electricity. It ranks third in China’s top ten enterprises and is a global partner of the Expo 2010 in Shanghai (May 1st – October 31st). The company is present at the EXPO with the so-called State Grid Pavilion adhering the Magic Box, a cube which seems to levitate within the State Grid Pavilion complex. As the centre of attention, the staging inside the Magic Box is basically geared towards Chinese visitors of the Shanghai Expo.

Describe the challenges and key objectives
The company’s responsibilities and visions have to be communicated according to the Expo motto “Better City – Better Life”. Visitors shall gain a long-lasting, emotionally charged experience.
A world premier for spatial film installations is supposed to be designed within the Magic Box.
The visitors are invited to experience an immersive cubic film installation consisting of six screens in order to make sustainable energy supply perceivable.

Describe how you arrived at the final design
The electric power grid becomes the leitmotiv of the staged Magic Box, the pulsating heart of the pavilion. A tight grid of LEDs on all six inner walls of the Magic Box, enhanced by a 3D-sound-installation allows a three-dimensional cinematic effect. Striking images show how the responsible use of energy ultimately leads to improvements in living conditions. The visitors, standing on a glass-bridge, are immersed in this spatial installation. They become part of the film, which transports them on a journey through time and space. Prologue and Epilogue form a grid out of which the virtual space opens.

Give some indication of how successful the outcome was in the market
5 Million visitors have been inspired by this walk-in film - up to 250 visitors, mainly Chinese people, enjoyed the Main Show at the same time.