Fabrica by Bennetton Group, Venice – June 15, 2011
Screen shots of our own Colors in Movement experience. Michelle and I also made an animated gif, you can see here! http://colorsofmovement.net/post/6830942362
While in Milan I wrote a post about the window displays I noticed while walking some of the major streets. I spoke briefly about the time and thought that is evidently behind the design of each window, and the trends that I observed. Our recent visit to Fabrica presented a perfect opportunity for me to relate back to my previous post, and to give a more detailed example of a specific type of window display that we learned about while we were there.
Located just outside of Venice, Fabrica is a communication and research facility founded by the Bennetton Group. It was built as a creative space for aspiring young artists and designers as a place where they are able to collaborate on conceptual, innovative and ground-breaking projects. Since its inception in 1994, the members of Fabrica have developed numerous projects, including art installations, furniture, documentaries, and advertising campaigns. One of their more recent projects, developed and realized by Paulo Barcelos, is a window display created for the United Colors of Bennetton retail stores.
An active Colors of Movement window display at United Colors of Bennetton in Milan.
Entitled 'Colours of Movement', Barcelos' window display is an interactive installation that draws directly from the attention of the people passing it by. The main idea behind Colors of Movement is that every person is a beautiful combination of colours. The display, which consists of an extremely large video wall, records people standing in front of the store and projects their image onto the big screen for all to see. As people move around in front of the screen their image becomes separated into a range of colours, transforming them into a human rainbow. This experience is described as a way for people to 'see the full spectrum of their movements' and encourages viewers to 'dance in the glory of their primary colours'.
You can make your own spectrum of movement at the project website:http://www.colorsofmovement.net
One of the most impressive aspects of this project is that it subtly, yet successfully, uses its audience as its advertisers. Photographs that people take of themselves on the Bennetton screens pop up on the internet within a matter of minutes of them passing by a store. The way in which the display thrives off of the energy of those watching it is ingenious. This is a perfect example of what good design can do for the promotion of a company. Needless to say, the installation of Colors of Movement has been a great success. It was the first interactive unit to be introduced into Bennetton's 'Creative Windows' campaign, and will most certainly not be the last. Currently, there are active Color displays in Milan, Barcelona, Munich, Moscow and Shanghai.
- Laura M, Jessica and Kelvin
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