Designer: Paolo Buroni - Powerd by STARK
The new Mini models (BMW brand) were presented
during an evening of “Spatial” multivision projections created
by multivision designer Paolo Buroni who used his innovative technology
to create three immense architectural choreographies over a space of
more than 2000 square meters.
BMW Italia chose a project by Paolo Buroni
for the gala presentation of the new Minis. The project centred around
architectural multivision projections used to create setting where the
viewer is totally immersed in the images. To make this multimedia event
truly special, this “settings” designer created three separate
architectural multivision shows which were projected on three large
buildings surrounding the venue.
These large architectural structures served as the screen for the event
and at the same time they were part of the event, being encircled by
the interweaving and overlapping images as they faded one into the other.
The event was held in Rome in the large area offered by ISA –
(The Fire Prevention Institute) where the innovative, sophisticated
“Stark” multiple projection equipment was installed: 25
projectors were used to cover the vast surfaces with immense animated
images to bring the space to life with huge, dynamic scenographies.
For the occasion, Paolo Buroni created three separate multivision shows
projected on three large buildings in a “U” shape layout
which completely immersed the guests in the images. After choosing Paolo
Buroni to direct the event, BMW gave him complete artistic license to
use his personal style in creating the event. The only instructions
given were to create three settings in harmony with the personalities
of the three cars: Young, elegant and sporty.
Like in a huge film in slow-motion, the hundreds of intersecting and
overlapping images slowly faded into each other and were accompanied
by a synchronised soundtrack. The 1,600 guests were immersed is this
incredible virtual “setting” until late into the evening.
Turtoro Technology of Genoa and the Stark Company of Pesaro were responsible
for the technical details. Stark is specialised in presenting this type
of event and is also the constructor of the special equipment used.
Cinevideostudio provided on-site lighting technology and logistic support.
Paolo Buroni, an internationally known
multivision designer, has already created similar event with “spatial”
multiple projections in the most unusual of spaces, for example in Montecarlo
for the Ferrari Team, on the Marmore Waterfalls for Archie Sheep, in
the stadiums of Istanbul and Sansiro, at the Coex Center in Seoul and
recently at the last Cinema Biennial in Venice.
- Art direction and multivision direction:
- Images and scenes projected: 1250
- Graphics: Sabine Lindner
- Projection equipment: 25 Stark srl
- Technical fittings: Turtoro technology, Stark srl and Cinevideostudio