555 KUBIK - HOW WOULD A HOUSE DREAM? by URBANSCREEN for URBANSCREEN

Adsarchive » Design & Branding » URBANSCREEN » 555 KUBIK - HOW WOULD A HOUSE DREAM?

555 KUBIK - HOW WOULD A HOUSE DREAM?

Pin to Collection
Add a note
Industry Advertising & Communication
Media Design & Branding
Market Germany
Agency URBANSCREEN
Creative Director Thorsten Bauer
Art Director Daniel Rossa
Released May 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: URBANSCREEN
Product/Service: URBANSCREEN
Agency: URBANSCREEN
Date of First Appearance: May 16 2009 12:00AM
Entrant Company: URBANSCREEN, Bremen, GERMANY
Creative Director: Daniel Rossa (Rossa & Rossa)
Creative Director: Thorsten Bauer (Urbanscreen)
Art Director: Daniel Rossa (Rossa & Rossa)
3D Operator: David Starmann (Shine und Sein)
Technical Director: Thorsten Bauer (Urbanscreen)
Sound Designer: Jonas Wiese (Urbanscreen)
Media placement: Site-Specific Architecture Projection - "Galerie Der Gegenwart", Hamburg Kunsthalle - 16 May 2009
Media placement: Video Documentation - Vimeo.com - 23 July 2009
Media placement: Video Documentation - Urbanscreen.com - 23 July 2009

Describe the challenges and key objectives

Self promotion by realizing a project, embodying both the charisma and uniqueness of a staging in urban space created by URBANSCREEN. The focus was to emphasize on the high-profile presence of a strong conceptual and artistic approach by means of verifiable success. Instead of simply putting a video layer on top of the facade, we wanted the building to visually merge with the projected content. Therefore, we developed accurately fitting audiovisual projections, directly relating to the pattern of the facade - establishing a symbiotic oneness of the architectural construction and the virtual layer.

Describe the brief from the client
Generating attention for our own company - The aim was to establish URBANSCREEN as a brand for prestigious and innovative projects in the field of site-specific architecture projection.

Describe how you arrived at the final design
555 KUBIK is focusing on the idea “How it would be, if a house was dreaming”, by virtually enabling the building to reflect on its own conceptual and aesthetic creation process. The conception derives from its underlying architecture - the theoretic framework and visual pattern of the Hamburger Kunsthalle. The building is shaped by Ungers' idea of strict rationalism, leaving the monumental constitution appearing aloof to the viewer. By consequently dissolving the strictness, the resultant permeability of the facade evokes a situation of reflexivity - describing the constitution and spacious perception of this location by means of the building itself.

Give some indication of how successful the outcome was in the market
Alongside numerous international blog-, magazine- and book-publications, the documentation of 555 KUBIK was rapidly spreading worldwide, with more than 350.000 plays within the first week after publication - solely on the video platform Vimeo. This has lead to an enormous international response and awareness of the brand URBANSCREEN.