A sustainable future for brands
Companies do marketing to sell their products. However, in recent years, the importance of gaining people's sympathy and establishing a firm position as a brand is being emphasized more than just promoting one's own products. In line with these changes, companies tend to shift their strategies to emphasize social values.
Due to social changes and the diversification of consumers' interests, companies are recognizing the need to emphasize social responsibilities and values beyond simply providing products. Consumers value whether a brand matches their values and ideals, and respond positively to socially responsible companies.
In this context, companies seek to gain sympathy from consumers by emphasizing social values, and strengthen their brand image through participation in solving social problems, solidarity actions, and environmental protection.
Recently, the keyword that is attracting worldwide attention regardless of companies or the public is 'environment'. As numerous environmental issues such as climate change and environmental pollution surface, interest in environmental protection and coexistence is also increasing.
Waves in the digital world
The fact that people in the city center are starting to feel tired from the high-rise buildings lined up is also the reason why the public is fascinated by content containing natural objects. For modern people who always have a desire to leave in their hearts, it is a natural phenomenon that the image of Mother Nature, encountered even for a moment in the middle of the city, leaves a strong impression.
When these two phenomena met, companies began to portray nature digitally. Nature has a strong power that makes its life sprout. Today, we want to look into media art that conveys vitality through the power of water, the sea called the mother of all natural things.
Prada Pop-up Store Aqua Prada Aqua
– Operation period: 2020.07.01 ~ 2020.07.07
The moment you enter the pre-opening pop-up store of Prada's 2020 pre-fall collection, you will feel as if you are riding a wave, walking through a waterfall and deep sea.
Prada was inspired by 'the energy that life gives'. The energy of life was interpreted as a dynamic flow of water, and this interpretation was reborn as a lively image of natural objects through media art.
Through the pop-up store, it provides a unique experience where you can feel the dynamic flow of water in a high-rise building in central Tokyo. This experience explains the brand Prada beyond the simple function of product sales promotion.
It not only visually embodies the abstract value that the brand wants to convey, but also breaks through the limitations of time and space and opens up a new window for the brand to communicate with the public.
Balenciaga 2020 F/W Collection, Paris Fashion Week
– Operation period: 2020.03.01 (Paris Fashion Week)
Another luxury fashion brand, Balenciaga, is known for creating unique and fresh runways every time. Media art was also actively utilized to showcase the collection intensely during the short time the show was in progress. Balenciaga installed a large LED screen on the ceiling of the Paris Fashion Week 2020 F/W collection runway stage. During the show, media art featuring flames, waterways and thunderstorms was shown. Models were submerged up to their ankles and walked down the runway wading through actual splashing water.
(Source: Balenciaga Official YouTube, youtube.com/@balenciaga )
What is the message we are sending to us?
It is a message about climate change. The last thing that came to our heads at the end of this show was the image of the Earth. This is a good example of visually solving a social issue that companies are paying attention to recently.
Avatar2: The way of water pop-up store
– Operation period: 2022.11.26 ~ 2022.12.10
At the end of November of last year, in celebration of the domestic release of <Avatar 2: Road of Water>, the sequel to the worldwide hit movie Avatar, a pop-up store was opened at The Hyundai in Yeouido. As a movie released in 3D, the 3D media art promotional video also attracted people's attention, and furthermore, the media art exhibition made people appreciate and anticipate the movie in another way.
(Source: 20th Century Studios Korea Official YouTube, youtube.com/@20thCenturyStudiosKorea )
True to the title and concept of 'Water Road', the graphics that sway according to your steps give you the feeling of actually walking in the sea. In other words, through media art, you can directly explore the unknown world and always the subject of curiosity, the undersea world. This is the charm of media art using interactive technology. Interacting with the digital world gives you the feeling of actually being inside a movie.
It proposes a new way of watching and becoming the main character in a movie, going one step further than watching and listening to a movie, and also making it possible through media art to have a mysterious experience of walking freely in the deep sea, which is always an unknown world. .
concluding words
Digital can create anything. Transcending time and space, we expect that nature drawn by media art will be able to approach tired and weary modern people with new emotions, and Media Art Group CUZ also hopes to remain as an art group that impresses people.
Tags
- AI, AR, CUZ, LOVE EARTH, media art, SWITCH OFF, VR, XR, media art, brand, Curze, pop-up store