Spot On Ko Te Whakaurunga Rama Tauwhitiwhiti by Responsive Spaces and Michael Holzer is a highly esteemed winner of the very prestigious 2023 A' Design Award Koura in Hoahoa Whakaaturanga Competition Category.
KouraWhakaaturanga· 2023
Spot On Ko Te Whakaurunga Rama Tauwhitiwhiti
by Responsive Spaces and Michael Holzer
Client: Creative Region / City of Linz
A' Design Award Koura Winner in Whakaaturanga Category
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- Verified Award Winner
- Verify Award Status for #144465
The Design
About Spot On Ko Te Whakaurunga Rama Tauwhitiwhiti
He hoha nga matapihi toa. Ina koa na te mate urutomo Covid-19 kua noho nga matapihi toa he mea tino ohorere mo te taone nui o Linz. Engari, i nga waahi nui puta noa i te taone nui, ko aua waahi he waahi whakaaturanga kaore ano kia whakamahia hei whakamahi pai i tenei wa. No reira ko tenei whakaurunga matapihi toa motuhake me te kaupapa o "Spot On" i muri mai i whakawhanakehia. Ko nga whakaurunga rama tauwhitiwhiti ka huri i nga matapihi kau ki roto i nga mahi toi whakahihiri me nga mahi toi, me te tuku i nga pakihi o te rohe he waahi mo te wa poto. Tatou. Aroha. Linz.
The Recognition
About the A' Design Award Koura
Ko Spot On Ko Te Whakaurunga Rama Tauwhitiwhiti te toa o te A' Design Award Koura, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke tuatahi, whakamīharo me te hiranga. Ko ngā toa Koura he mahi tino auaha, he tirohanga mamao, he kanapa ahi, e whakaatu ana i te pūmanawa, te mātauranga me te tohungatanga o ā rātou kaihoahoa. E tūmanakohia ana ko Spot On Ko Te Whakaurunga Rama Tauwhitiwhiti he hanganga tūnga e whakatū ana i ngā ia, he whakanuia rawa, e kawe mai ana i te uara kāore anō kia kitea. Ko tēnei hoahoa i toa i te Koura he kaupapa whakamīharo, whakahonoretia e whakawhānui ana i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ka whakaara a Spot On Ko Te Whakaurunga Rama Tauwhitiwhiti i te hiahia nui, ka whakaoho i te kaingākau, ka whakatenatena i te auaha, ā, ka whakamīharo i a tātou.
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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