Spot On Asbeddi n Tafat Amyigaw by Responsive Spaces and Michael Holzer is a highly esteemed winner of the very prestigious 2023 Tarbaḥt A' Design Award n Ddheb in Afeṣṣel n Usbeddi Competition Category.
DdhebAsbeddi· 2023
Spot On Asbeddi n Tafat Amyigaw
by Responsive Spaces and Michael Holzer
Client: Creative Region / City of Linz
Tarbaḥt A' Design Award n Ddheb Winner in Asbeddi Category
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The Design
About Spot On Asbeddi n Tafat Amyigaw
Ticcerfiwin n tḥanut tilemmasin d tigeḍlmanin. S lebɛed ladɣa s teɛrut n Covid-19, ticcerfiwin n tḥanut tilemmasin uɣalent-d d tamsalt tuzzift ugar i temdint n Linz. Maca s umata, deg yidgan igerrzen deg temdint, ayen yidgan-nni d ayen tallunin n uskan ur nettwaɛqel ara i yezmer ad yettwaseqdec akken iwata deg yimir-a. Ihi asbeddi-a asuf n tccerfitt n tḥanut d tekti n "Spot On" i yellan deffir-s ttwasɛeddan. Isbeddiyen n tafat yemyigawen ttbeddilen ticcerfiwin tilemmasin d timerna n teẓuri yehwacen d tisufiyin, mi ara d-ttaken daɣen i tecrikatin tiddukkliyin aswir askudan azal-is. Nḥemmel. Linz.
The Recognition
About the Tarbaḥt A' Design Award n Ddheb
Spot On Asbeddi n Tafat Amyigaw d amerbaḥ n Tarbaḥt A' Design Award n Ddheb, tagmat tuffirt i yisnulfa n umezwaru yelhan s waṭas. Imerbaḥen n Ddheb d isnulfa d imaynuten d imeqqranen. Spot On Asbeddi n Tafat Amyigaw ad d-yefk lqima ur nesɛi amgarad, ad yeǧǧ ddunit tennuɣ.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Empty shop windows are boring. But especially in good locations, they are also unused presentation areas that can be put to good use in the meantime. For example, to offer local businesses a valuable temporary stage. Best of all in the form of this interactive shop window installation. Due to the Covid-19 pandemic additional empty shop windows happened to pop up in our hometown Linz. Therefore, in the summer of 2021, the concept of 'Spot On' was born.
- Dimensions & Packaging
- The whole installation has a size-flexible setup. The initial installation was 4 meters in width, 2 meters in height and 1.2 meters in depth.
- Tags
- interactive installation, light installation, mobile interface, shop window, art installation, digital installation
- Production Technology
- The whole installation consists of a easy to setup and remove wooden frame to which 24 DMX-controllable LED tubes with single RGB Pixel control are mounted.
The mobile website that lets everybody interact with the light installation has a MQTT based backend that is parked in the cloud, so every bypasser can reach it with his or her smartphone.
The light installation itself is also connected to the internet via a SIM card and mobile internet to receive commands from all users that a surfing the mobile website. - Design Challenge
- It was the goal to positively utilise ugly (because empty) shopwindows in the inner areas of Linz. We needed a flexible hardware setup to adapt to different measurements of shopwindows as well as add extra value to argue funding. Therefore we integrated the presentation of local businesses which were also hit hard by the COVID-19 pandemic. To engage with bypassers we offered them a mobile interface that let them easily take creative control of the light installation and display short messages.
- Research
- As a studio for interactive brand experiences we were able to apply our learnings from other projects in the B2B field to this public space installation. The overall creative process to design the setup, the light effects as well as the possibilities of interaction was done within the creative team of the project. This process benefitted from our interdisciplinary team setup and approach.
- Inspiration
- The heart of the installation was a voluminous arrangement of controllable LED lights. When viewers were 'on spot', they could design individual messages using their smartphones and send them directly to the system. A jury regularly selected new young companies and startups from among all the applicants, for whom this consequently meant to be in the spotlight in the shop windows.
WE. LOVE. LINZ. - Project Duration
- Since August 2021 in Linz
- Operation Flow
- As soon as one stands on a marked point in front of the shop window, the complex arrangement of lamps and light unravel for the viewer and an interactive ticker become legible. Via QR code and smartphone, own messages and crazy light effects can be controlled in the shop window.
- Team Members
- Creative Lead: Markus Pargfrieder
Design Lead: Michael Holzer
Projectmanager: Nazila Shamsizadeh
Development: Katharina Mayrhofer
Development: Martin Zeplichal
Development: Julian Reil
Web-Development & -Design: Andrea Maderthaner - Image Credits
- Photo Credits: Responsive Spaces
Video Credits: Eyup Kus
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