Creative Work by Sean Pruen
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Title: Flows - A Journey to the Future

Client: Samsung

Agency: Cheil Worldwide

Year: 2014

Location: Milan, Italy

Every year Samsung hosts a space at Milan Design Week (Fuori Salone). For their 2014 exhibit we were invited by Cheil Worldwide to create an installation which celebrates the brand's dedication to design and innovation.

We envisaged an exposed structure of intertwining Samsung products, lights, digital content and sound to represent a journey from the present into an artistic presentation of the future.

Our construction partners Fraser Randall worked closely with us to translate our vision into technical drawings and create this 21m long and 4m high structure, which transformed the exhibition space into a fully immersive piece of art.

I was responsible for leading much of the project from pitch to final build. Designing together with the team I created the 3D walkthrough and creating the huge animation which ran through the sculpture with my colleague Viggo Morck. In Milan, I directed the Italian team building the installation whilst simultaneously filming the whole process for the making of film which I edited at the top of the page.

The narrative of the installation is told in three main sections:

1. Deconstruction

Five different products from Samsung's home appliances range are deconstructed, revealing the hidden design innovations within familiar objects. From the big ideas down to humblest parts, together they harmoniously highlight the enduring quality of Samsung design.

2. Evolution

The various elements then transitioned into an animation, turning and intertwining they merged and dissolved into a stream of uniform particles, a flow of consciousness. This represents the progression of technology, knowledge, and ideas and how we combine these things to evolve and create the solutions for tomorrow.

The animation presented quite the challenge due to the sheer scale. We created a looping animation which was over 23,000 pixels wide. This was then divided up and presented as a seamless flowing animation across 21 HD screens of various sizes using the Watchout media server.

3. Future

The culmination of the installation in the ‘future’ is an expression of Samsung's ability to challenge limitations, experiment and shift our perception of possibility, but tempered with a playful human touch. Visitors were invited to interact with the stream of consciousness and shape the streams with their hands using Leap Motion controllers. By playfully waving their hands in the air, images were revealed from within the particle stream.