Otto Bock Design & Branding MOBILITY by Art+com Berlin


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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Art+com Berlin
Creative Director Prof. Joachim Sauter
Designer Susanne Traeger, Simon Häcker
Released May 2010

Credits & Description

Category: Offline Digital Design
Agency: ART+COM
Date of First Appearance: May 1 2010
Entrant Company: ART+COM, Berlin, GERMANY
Creative Director: Joachim Sauter (ART+COM)
Art Director and Motion Design: Hermann Klöckner (ART+COM)
Designer: Susanne Traeger (ART+COM)
Designer: Simon Häcker (ART+COM)
Programmer: David Siegel (ART+COM)
Project Manager: Michael Jungnickel (ART+COM)
Media placement: Kinetic Installation - World Expo Shanghai - May, 1st - End of Oct 2010

Describe the brief from the client
The German manufacturer of medical technology Otto Bock commissioned a substantial installation for the World Expo Shanghai 2010. It opens the “Physical Mobility” section in the Life & Sunshine Pavilion, which is dedicated to the concerns of handicapped people. The customer desired a creation that attracts the attention of visitors in the proximity, an installation that reflects the aesthetics of human movement and refers to the host country China.

Describe the challenges and key objectives
The main challenge was to design an installation that would clearly stand out from all the immersive LED screens and large-scale projections so commonly found at trade fairs, but that is somewhat poetic in its design. The aim was to develop an installation that provides a metaphor of powerful visual radiance, evoking a mood, which introduces visitors to the theme.

Describe how you arrived at the final design
The starting point is the traditional principle of communication across long distances using reflected light signals.
Mobility consists of 100 prosthetic hands, each individually controlled and vertically rotated around its own axis by a small motor. The hands are holding small mirrors that reflect light of a floodlight into open space and onto the wall opposite. Moving like a fish or insect swarm, the reflected light spots follow several complex computational choreographies to repeatedly form the Chinese character for mobility.

Give some indication of how successful the outcome was in the market
More than 2 million people were attracted to the exhibition on motor functions and motor disabilities, though this is a topic not many willingly deal with.