Cloud gate by Anish Kapoor

Source images

http://culturalcapitol.com/2009/12/04/anish-kapoors-cloud-gate-millennium-park-chicago/

www.phaidon.com

aguilara.org

imgfave.com

The Cloud Gate without people.

View of the Cloud Gate from inside

Cloud gate in the evening with a temporary light installation around it.

Cloud Gate transformed by light.

About the Cloud Gate

The Cloud Gate by Kapoor in Chicago is the most populair work by Kapoor. The gate is created for people to walk through and experience a different form of their surroundings. The Gate also provides a panoramic view over the city with a skyline that walks horizontally through the object. The reflective ability of the object does not only make the object nice to walk through but it also creates a never ending change of the object.

About Kapoor

Anish Kapoor, CBE RA (born 12 March 1954) is a British-Indian sculptor. Born in Bombay,[1][2] Kapoor has lived and worked in London since the early 1970s when he moved to study art, first at the Hornsey College of Art and later at the Chelsea School of Art and Design.

Kapoor attended the prestigious all-boys boarding school The Doon School in Dehradun, Uttarakhand, India. He is said to have “hated” his time at Doon. In 1971-1973, he travelled to Israel with one of his two brothers, initially living on a kibbutz. He began to study electrical engineering, but had trouble with mathematics and quit after six months. In Israel, he decided to become an artist. In 1973, he left for Britain to attend Hornsey College of Art and Chelsea School of Art and Design. There he found a role model in Paul Neagu, an artist who provided a meaning to what he was doing. Kapoor went on to teach at Wolverhampton Polytechnic in 1979 and in 1982 was Artist in Residence at the Walker Art Gallery, Liverpool. He has lived and worked in London since the early 1970s.

Source: http://en.wikipedia.org/wiki/Anish_Kapoor

Platform and creator

The platform has been created by the people of Chicago the architects and engineers that have worked on the skyline of Chicago and America. The collection has been created by Kapoor as a result of his study on human behaviour in open areas.

What makes the collection

The collection could be created by the different circumstances reflecting in the Cloud Gate throughout the days, months or even years. The building has a never ending change of colouring, people and other objects and aspects that reflect in the gate.

The people and the building make the work of Kapoor. Because of the reflective ability of the Cloud Gate the people make a difference in the appearance of the object by standing in the reflective area. When the people walk through the gateway of Kapoor they experience a feeling of disturbance, a misleading interpretation of reality through transforming mirrors, some people actually got sick from walking through the gate.

This piece can be made into a collection by using photography or moving images of time and space evolving through time in the object.

Personal Reflection

Kapoor has made a lot of reflective objects in cities that have brought much people together in an interactive atmosphere. The way Kapoor knew how to make an object that does not especially need to be complex but bring a big audience to interaction is very impressive. The easy shape and material have a bigger impact then other object that can be much more complex. Maybe the simplicity makes it easier for the audience to understand and participate in the object.

BIG heart advertisement NYC

Couple using the heart project of BIG

Heart installation shown in a wide setting that shows more of the location.

About the project

For valentinesday the design desk BIG created a heart illuminated by led lights. Next to the heart is a pole with a touch screen. The more people touch the screen, the brighter the heart will shine.

Source images:

www.houseandleisure.co.za

archinect.com

platform and creator

The platform of the Big Heart is situated on Times Square, New York on valentine’s day. The led heart is accompanied by a pole that has a heart with touch function. The more people that touch the heart, the brighter the heart will shine.

The initiative comes from a design desk called BIG that mostly works with big firms for advertisement or big architecture/experience designs.

What makes this a collection

The collection part is the different people getting to know each other by making the heart illuminate. There might even be a group of relationships creating out of the heart, does people could also create a collection together.

The heart is a tool to bring people close together and focus on a main target, in this case: make the heart shine brighter. The thought behind the piece is to make people spread the love on  valentine’s day within a public environment. More and more people become absent and solo in our fast growing technological society, with this piece the BIG designers hope to break that circle and bring people together for more awareness and love.

Personal reflection

I think that the BIG designers have made a very intelligent move by making the public interact to create a group effort for a greater cause. The participation in this piece is very easy and brings much fun. The aesthetic part is also very appealing in its context, the led light represents the vibe of times square and the heart symbol is a universal sign for love. The time to put the piece on is also very appropriate since everybody is focusing on valentines day and how to spread the love amongst the people they know. In stead of only thinking in small groups of people this piece will help the public to interact and communicate with a wider variety of people.

Evian water advertisement

Still of advertisement Evian water. Man is touching baby version of himself.

Man as adult and baby version.

man as adult and as baby

Woman using her foot to touch the reflectance of herself as a baby in the mirror.

Baby reflectance

In the advertisement of Evian we can see public walking by on a busy shopping street of NY. There is a shopping window that looks like a mirror, when the camera focuses on the mirror we see that something strange happens when the public walks past the mirror. The mirror reflects the image of the public in a ‘baby’ version of the person walking by. Further on in the advertisement you can see that the baby image makes people behave crazy and funny and create much more interaction between each other. Together the public creates a dance/crazy platform for anyone to join.

Bron filmpje: https://www.youtube.com/watch?v=pfxB5ut-KTs

Bron afbeelding: http://www.creativereview.co.uk/cr-blog/2013/april/the-evian-babies-are-back

Platform and creator

The creator is Agency BETC

The platform of this Evian advertisement situates in the busy shopping streets of NY. On of the shopping windows is transformed in an interactive screen for the public. The advertisement has been created for Evian water and has been executed by the design desk BETC that works together with other companies.

What makes the collection

The several people being created into a baby creates a collection of babies and participants.

What makes this open design

Because most people in busy shopping streets are very busy with their everyday tasks the interaction between people becomes close to non-existing. Especially in big public spaces people behave in a very neutral way that doesn’t give much fun or interaction. The advertisement of Evian knows how to break that. Because the people that walk by will literally be called in the screen with a different version of themselves they will feel connected to the piece and want to play with it. In the video you can see how people start to dance around each other and become much more extravert then they normally would behave. The interaction also causes the people to have much fun and will associate Evian with humor and having a good time.

Personal reflection

The greater cause of this interactive piece brings a very clear message to the way people behave around each other in public spaces. I think that this piece will most definitely make people interact and the biggest cause of that is because people are individually a piece of the advertisement. In the context with Evian I think it is not that strong, I find it hard to find the connection between water and ‘baby like figures’ of peasants.

Contrex Water advertisement 2

In the advertisement of Contrex water fire it starts with women doing cardio on stepmachines. As more and more people start to excersice on the stepmachines there starts to come water out of the machines that can be used to extinguish the fake fire of the building. When the participants create enough group effort the windows open and a group of 9 male strippers come out of the window to motivate the people on the step machines to give there best on the step machines. This advertisement is one of a collection were the brand Contrex Water wants to create awareness upon the costumers that losing weight can only be achieved with hard work, healthy food and a large amount of water, nothing more, nothing less.

Still out of an advertisement for Contrex Water.

Still of man in window of Contrex water advertisement.

Sources and Creators

Source clip: https://www.youtube.com/watch?v=D2VrCx1XtwM

Source image: https://www.youtube.com/watch?v=D2VrCx1XtwM

Source information: http://adsoftheworld.com/media/ambient/contrex_fire_experience

Advertising Agency: Marcel, Paris, France
Chief Creative Officer: Anne De Maupeou
Art Director / Copywriter: Souen Le Van
Account Director: Michel Kowalski
Account Manager: Audrey Tato
TV Producers: Cleo Ferenczi / WAM
Planners: Anne Dimier-Vallet, Guillaume Le Gorrec
Advertiser’s Supervisor: Muriel Koch, Marie-Cécile Pellé Lancien, Eric Bellin
Projection 3D : Superbien
Director: Matthieu Jorrot
Production: Fighting Fish
Producer: Cyril de Couve de Murville, Caroline Petrucelli
Event Production: Betta Splendens
Sound design/arrangement: Clemens Hourriere / WAM, Mathieu Sibony / Schmooze
Additional credits: Philippe Machado, Cédric Herbet

Platform

The platform of this piece is set up in a busy street of Paris, France. This advertisement is built for a one time elapse and so I think the creators wanted the piece to be seen by as much people as possible. The big audience also brings a different vibe to the project since it brings more joy and a party like feeling. The piece is mostly created for women or men feeling attracted to men since the advertisement has an erotic men vibe. The people that exercise in the campaign aren’t exactly the kind of people I would say need this message of more exercise and a healthy lifestyle aren’t displayed in the campaign. Most of the people look like models and well trained people so I would change that. The message of a good lifestyle that can only be achieved with a good diet, exercise and enough water brings the message back to the advertiser that supplies water. The message has a nice climax, the story starts with a random piece were people need to work together to create a message, in the end it will become clear to the customer what the message is and so the message becomes stronger.

What makes this a  collection

The collective input that brings people to move for a reward brings a very strong message to the audience. The nice story line of making someone be a part of a collective input to eventually tell a story is a strong and effective way of bringing the message. The way to make people be motivated is done by giving an erotic sense to it. The erotic part brings humour and fun to the advertisement which brings a good association for the public with the brand.

Personal reflection

I think the way this brand knows how to bring their advertisement to the public is very smart. By making the audience actively committed to your message it does not only make the message stronger but will also bring a positive vibe to promoting instead of being annoying and forceful. The message has a humoristic and important message that most people can relate to with a hint to the product. The product is not central in this message but becomes a part of an answer to a greater cause which I think is very smart .

Contrex Water advertisement

About the advertisement

The Contrexpérience campaign was developed at Marcel Worldwide with a big team of creators.

Contrex, the French mineral water brand owned by Nestle, is running “Contrex Ma Contrexpérience”, a television commercial centred on an outdoor experience. Nine women and one man work on ten exer-cycles to power up a spectacular building-size striptease show. At the crucial moment the crowd is congratulated: “Bravo! Vous avez dépensé 2000 calories” (You have burned up 2000 calories). The message is backed up on the Contrex Youtube channel and Facebook page: “Every year, magazines are announcing a new fat diet. And each time, the same conclusion: it does not work. To lose weight effectively and permanently, there is no miracle. You must adopt a balanced diet, drink water and exercise regularly”.

Pink Bikes, excersise, fun, public, party

Strip tease, illuminated pink light, fun, party, excersise, water advertisement.

Sources:

www.starkdesignny.com

http://theinspirationroom.com/daily/2011/contrex-contrexperience/

https://www.youtube.com/watch?v=D2VrCx1XtwM

Platform and creator

The assignment for this advertisement is for contrex water that is put in a bigger message to help people become more healthy by promoting a healthy lifestyle with enough exercise, a good diet and a lot of water. The product has put its position on a secondary level in this advertisement but that does not mean it is not as strong as other advertisements with a clear message. The message of this campaign has been set up in an interactive, fun way to make the audience a part of the message and create a party- like vibe.

The creators of this piece are a group of people that all came together under the company Marcel Worldwide. A part of the creators in this project are obviously the audience that perform an exercise to create the message.

What makes the collection

The collection of Contrex water is very strong because the message is communicated in a non-verbal way. By creating an interactive message on a wide platform the message becomes very unique and strong. The installation is focusing on women and exercise with water, by using humour and movement the piece becomes an experience. The sound, light and location are a big part of the experience they give an overall impression of feeling good, happiness and joy.

Personal reflection

The way Contrex water knows how to bring a very communicated topic in a life experience that will last is very strong. The collective input the audience has to bring for  a big cause brings the audience much closer to the brand. The people that have experienced the installation will remember the water brand and associated it with a positive experience.