The location was a week-long conference in LA. The theme was “Dare to Leap.” The need was an engaging space for people to meet and learn more about the ideas being presented at the conference.
So we re-created the infamous Lyon 25 stairs to scale. The face of the steps comprised an enormous LED display running real-time generative art.
Behind the steps was a smaller event space to host more intimate fireside chats with guests and speakers in between the main events.
▲ Development of a visual language
GRAPHIC LANGUAGE
This project was both digital and physical, conceptual and tactical, animated and static. Tying everything together required as many post-its as LEDs.
I explored how we might parameterize content themes from the conference into a visual language, using geometric shapes and patterns.
With that foundation, we looked at how typography might come to life in this
▲ From first whiteboard sketch to reality
ROLE
Concept
Art Direction Prototypes
TEAM
Art Direction: Priscilla Gomez, Andy Ray Wong
Generative Art: Matt DesLauriers
Client: Summit LA Agency: Critical Mass