The theme of the Audi Award ceremony in November 2016 was “Ausblicke” (“Views”). Fittingly, award winners and guests at Ibiza’s Lio Club enjoyed a stunning 20 x 3 m view of the “Dalt Vila”, the city’s historic old town. The media installation “Light Strings” was the background for the stage, providing a transparent projection screen that allowed for an impressive view. The net, made of 18 km of nylon cord, 740 strings and 10 layers, showcased teaser films, award categories and animated type sequences during the event.
Intelligent connectivity is the dominating theme at this year's IFA show. In contrast to many other exhibitors who are showing future visions, Siemens presents real »Home Connect« with a full line of working products – from the coffeemaker with playlist to the camera in the fridge.
In the set-up of last year's architecture we presented "life in a connected world" in completely new formats – intertwining real objects with customized media and motion content.
This year Strada was commissioned by BMW to deliver most challenging but exciting projects to build BMW MINI brand experience. From the unveiling of new MINI f56 to Asia’s first BMW driving center MINI brand space design, Strada team tried to transform the definition of conventional auto marketing campaign to next level.
BMW Driving Center: BMW MINI Brand Experience
In August, 2014, BMW AG will open its first Driving Center in Asia to public, located in Incheon, Korea. The investment totals 75.5 million US Dollars up to 2020. Strada is proud to be a part of this exciting journey and create BMW MINI brand experience space with World’s first parallax interactive auto brand experience design engineering and provide sustainable contents & application service updates.
BMW MINI Entertainment concept
Starda believes that idea such as marketing or advertising strategy must to be transformed or translated into entertainment strategy, simply because people don’t want to be marketed or advertised anymore.
Unlike a conventional auto brand experience showroom, we wanted people to feel like they are in high tech theme park or hybrid family entertainment center where people can play with various MINI characters.
Most of all, Strada wanted to differentiate with car dealer space and ordinary brand experience center where most of projects use new media as a tool and end up with nice digital catalog display or video playing room.
We believe that MINI has one the most unique characteristic in its class and Strada team wanted to create interactive environment where people can play with creature that is alive and entertaining.
House of Green is an interactive visitors center and exhibition room with meeting facilities and a showroom, where Danish business life, trade organizations and public institutions can receive international commercial and political decision makers and introduce them to the potentials of the many technologies, where Denmark is a world leader.
House of Green is funded by the Danish Industry Foundation and will act as a central point for Danish strengths within energy, climate and environment.
01 // Roca -
'Roca Barcelona Gallery' experience - Directed and art directed for the 2400m2 Flagship Showroom designed by catalan architects OAB. The AV & Interactive contents also feature in Roca's Madrid, Lisbon, and recently inaugurated London Gallery designed by Zaha Hadid.
Developed around the theme of water, the installations combine live action, digital animation and interactive formats displayed across more than 100 monitors, 10 interactive tables, a 12m interactive projection and a touchless IR navigation interface.
The work of a large interdisciplinary team has been kindly recognised with awards including: Cannes Gold & Silver Design Lions, AIGA, EFI, Laus, El Sol Grand Prix 2012, and FIAP Grand Prix
Agency - Tiempo BBDO
Production Co - boolab
Director - Paul Freeth
02 // La Sed Pavillion Zaragoza
'The consequences of thirst' is a 6 minute audiovisual following the progressive effects of humans on our environment as it relates to water. Projected on 2 sides of Martin Azua's volumetric screen design, with creative direction & design by Base Motion. Development, animation, post production, and technical direction by Paul Freeth with sound design & music by Simon Ashton. The building was designed by Cloud9 - Enric Ruiz Geli.
03 // Barcelona Sensations - Cadaver Exquisito:
20 screen, 12 minute live action installation that explores life and people in Barcelona.
Installed in Hertzog De Meurons Forum building, I designed & directed 11 conceptual film treatments - one for each thematic chapter. Infographics had to appear in 3 languages.
The brief consisted of a long form list of statistical data and the need to show local people.
The project celebrated receiving the Grand Laud Audiovisual Award, Spains most prestigious design prize.
Executive Producer - Rafa Montilla
Production co - Agosto
Director - Paul Freeth
Producer - Sergi Roda
Exhibition museography - Ramon Folch Estudios
Commisioned by Base Design