Image Credit : Gazprom neft
Project Overview
Gazprom Neft, in collaboration with Radugadesign studio, presented the art project “Into the Arctic” at the St. Petersburg International Economic Forum. A two-storey booth appeared in the centre of the main hall – a giant “ice” cube, which became a portal to the world of the Far North and its marine inhabitants. The studio developed the concept of the installation, created a motion design with naked eye 3D effect, designed the interior, and the visual identity of the project.
Project Commissioner
Project Creator
Team
Gazprom Neft team:
Chief of marketing communications - Ekaterina TIMOFEEVA,
Head of Advertisement - Alexander KRECHETOV,
Event marketing executive - Anastasiia MURGULETS,
Visual communications executive - Eugenia ANTONOVA.
Radugadesign team:
Creative director - Vitaliy URTAEV,
Chief executive producer - Ksenia KARAMNOVA,
Producer - Evgeny PERERVA,
Creative producer - Alina ZAKHAROVA,
Line producer - Nikolay SHAMAEV,
Account manager - Oksana GRIGOREVA,
Production director - Nikolai PALASHCHENKO,
Art director - Alexander ABRAMOV,
Technical director - Andrey KUBYSHIN,
Supervisor - Sergey NIKITIN,
Concept artist - Kirill KOBLOV,
Concept artist - Sergey VORONOV,
Concept artist - Alexander ABRAMOV,
Motion designer - Sergey NIKITIN,
Motion designer - Ivan ZAKHAROV,
Motion designer - Yaroslav PRIMACHENKO,
Motion designer - Denis MITROFANOV,
Motion designer - Boris BORISOV,
Motion designer - Dmitry KOZLOV,
Modeller - Polina MUKHINA,
Rigger - Maxim ANDREEV,
Animator - Maxim ANDREEV,
Architect - Kirill KOBLOV,
Creative coder - Aleksei ROUDENKO,
Sound designer - Alexander TROFIMOV.
Project Brief
The installation “Into the Arctic” is an artistic exploration of the ambiguous relationship between human and infinity. The design of the monumental cubic installation depicts the power of the Arctic, its largeness and simplicity make it stand out among the crowded space around it. The cube levitates above the black floor with a reflective surface, which makes it the centrepiece of the venue.
The installation exterior is constructed of LED screens with a total resolution of 22656 x 2880 pixels. Repeatedly broadcasted CG-content with a visual exploration of the Far North with a naked eye 3D effect.
The interior for several multi-purpose spaces of the booth was also designed by the studio. The entrance does not have any massive signs and presents a hidden passage between the perfect vertical cuts opening on one of the faces. Everyone entering seems to disappear from the field of view, because they take a step to the side to get into the “ice block”.
The booth interior created a fully immersive experience for visitors to bring about an emotional response and give a complete impression.
Project Need
The main goal was to draw the audience's attention to the Arctic and the importance of preserving its nature and unique animals inhabiting the region with the help of visual content and architectural solutions as well. We aimed to lead visitors to this idea via complex experience.
User Experience
The user's path had been thought through to the details. The installation was located right at the entrance to the Forum pavilion. The edges of the cube were oriented towards the passageways, and viewers entering the area could get acquainted with the content from the vantage point.
Capturing viewers’ attention, the CG content introduced them to the theme of the installation. As visitors got closer, they could find a hidden entrance-portal. Inside, there was an explication describing the idea behind the booth. The interior concept continued the concept of the entire installation; the same style and colour scheme were kept inside and outside. At the lounge zone, visitors were offered non-alcoholic cocktails based on Arctic herbs and berries. A screen behind the bar played dynamic content simulating the effect of the northern lights. In the meeting rooms, the screens, all integrated in the walls, were broadcasting adapted animation echoing the visual imagery of the cube's exterior.
Specially for the booth interior, a metal curved ceiling construction was designed. Light fixtures directed at the ceiling created a special play of light on the walls, simulating a caustic effect.
In addition, Gazprom Neft released an outfit for the booth staff with designs created by Radugadesign, as well as special wallpapers for mobile phones with Arctic landscapes and animals featured in the installation content.
Sustainability
The whole stand's exterior had been created using rented LED screens. After the event it was demounted; the screens will be used again in other installations. Some of the furniture that served as a part of the interior was rented, some of it was bought to be reused.
Event Experience
This award celebrates creative and innovative design for a business event. Consideration given to originality, creativity; theming; audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
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