A 30 metre long video staging redefined the exhibition space of the Bugatti luxury furniture collection at the Salone del Mobile 2019
For the Bugatti Home at the Salone del Mobile 2019 Karmachina has created a video setting spread along the length of the exhibition space that describes the new luxury furniture collection born out of the collaboration between Bugatti and Luxury Living Group.
A large Led Wall runs along the entire space and covers the back wall: the lines of a few of the car manufacturer’s historic models are recast in a video display that flashes through the exhibition space at speed, redefining it. The cars’ lines join to form silhouettes inspired by the designer’s technical blueprints, lines that gradually build up to form a three-dimensional image of Bugatti cars thanks to the use of 3D animation. The narrative pace increases, then slows, then races ahead again: after seeing the car race past at full throttle we are then treated to slow motion footage, emphasizing the vehicle’s power; a number of image boxes appear on the screen revealing close ups of the car, highlighting its details and finish. The background is populated by black and white sketched settings without any real context that cast the observer into imaginary natural and urban landscapes. The installation is completed by a spatial sound environment that heightens the feelings of vitality and dynamism ; an original musical score adds punch to the speeding cars, while sound design elements underline the details.
TAG CORPORATE | DESIGN | MILANO DESIGN WEEK | SALONE DEL MOBILE
Salone del Mobile 2019
Salone del Mobile, Milano
Luxury Living Group
WHAT WE DID
Multimedia content production
Karmachina - Art direction & Direction
Club House Italia - Project Design
Moving Dots - 3D Animation & Video post-production
Alberto Modignani - Music