A flower garden bloomed by digital
Earlier, I introduced natural objects created by digital and talked about the media art of water with dynamic power. If water shows dynamism and strength, flowers have a beautiful image of budding life. Thanks to such beauty, the splendid and beautiful images of 'flowers' have served as a source of inspiration for various brands and artists.
Today, let's take a look at the 'Cyber Garden', which digitally implements the scene where life sprouts and blooms and breathes life into the brand.
Dior House - The Garden of Spring
– Operation Period: 2022.05 ~ present extended operation
<Garden of Spring>, Dior's pop-up store with the theme of flowers and art, which is considered the source of inspiration for Dior.
Not only fresh flowers, but also media art of flowers in full bloom at the Granville mansion, where Christian Dior spent his childhood. A mysterious and luxurious atmosphere was created through graphics in which the sun sets and rises over time.
The splendid exterior of the Dior pop-up store was modeled after the building at 30 Avenue Montaigne in Paris, where Dior presented its first collection. At the Dior Seongsu pop-up store, a media façade event was held using a building that gives the impression of being in Europe for Christmas. The response was that it created a more lyrical and beautiful atmosphere through the petals that bloomed not only in the garden but also on the outer wall of the building.
The Dior pop-up store was originally scheduled to operate from around May to around November 2022, but it has become a landmark in Seongsu-dong and gained popularity, so it is currently operating for an extended period. Dior recently opened a 'Miss Dior Pop-up store' in Seongsu-dong, focusing on perfume/cosmetic products, and created an 'Instagrammable' mood with flowers and art as keywords, making it fashionable again. became the center of
CHANEL GARDEN, N°1 DE CHANEL GARDEN POP-UP STORE
– Operation period: 2022.08.04 ~ 2022. 08.21
'Camellia in bloom on the road to the Yeonmujang in Seongsu-dong'. This is a Chanel beauty pop-up store opened by Chanel focusing on the Red Camellia line. Upon entering, an immersive media art exhibition space filled with red light unfolds.
This inspired space is designed to experience Red Camellia with all five senses. Red Camellia symbolizes Gabrielle Chanel, and beyond the sales and promotion of Chanel beauty products, Chanel's history and mood are revealed through Camellia, leaving a strong impression.
We do not pursue a 'we are the best and only we can' mentality in our own closed world. We aim for exchanges with various fields of art, and through that process, we strive to appeal to our image as a selected brand.
Luxury brands spend a lot of time and effort establishing and communicating their identity and story. It is to appeal to the public with the artistry and value of this brand through storytelling. If the source of inspiration is the beauty and vitality of flowers, it can be said that media art is used to deliver that image more intensely and directly to people living in the 21st century modern society.
Korean consumers especially pursue 'luxury'. Here, 'luxury' means beyond simply expensive and good quality, including history and artistry.
Despite the global economic downturn, Korea's luxury market remained strong. (Euromonitor International, 2016.12) Art marketing techniques that focus on art and the history of brands are receiving a great response by sniping at these picky tastes of Korean consumers.
Estee Lauder Companies Pink Ribbon Art House Pop-up Store
– Operation period: 2022.10.13 ~ 2022.10.14
The Estée Lauder Companies has been working to treat and overcome breast cancer worldwide for the past 30 years. Examples include support for patients in need, production and distribution of materials related to breast cancer, and various support and education activities such as distributing apps. To commemorate these steady footsteps, the 'Pink Ribbon Art House' pop-up store was opened.
(Source: YouTube Estee Lauder Companies Breast Cancer Campaign / youtube.com/@user-tu3cp3lu3x)
The future that Estee Lauder draws is presented in a dreamy and mysterious way through flowers and media art. You can check the description of each section through QR reading, and we want to convey the beginning, meaning, and future of the breast cancer campaign to people through art.
teamLab Borderless (teamLab : borderless)
– Operation Period: Permanent Exhibition
This time, let's take a look at an exhibition that talks about the vitality of flowers and their relationship with humans. TeamLab's Borderles exhibition is an example of digitally realizing the waterfall of light pouring through colorful flowers and the beauty of life blooming under each step. As much as it aims for a borderless media art experience beyond 'interactive', the cycle of life and the movements of the participants are exquisitely harmonized.
(Source: YouTube teamLab youtube.com/@teamLabmovie)
In 2014, teamLab collaborated with luxury fashion brand Gucci to temporarily screen a work titled Infinity of Flowers at the Gucci store in Shinjuku. (2014.09.13~09.28) The work has the characteristics of continuously changing, like flowers in the real world.
Interactive technology breaks down the boundaries between the digital world and the real world, allowing flowers and people to interact as in the real world. The flowers bloom and wither according to the movements and gestures of the viewer walking among the flowers. The cycle of life that is completed through interaction, and the whole process is the point of appreciation of the digital garden.
concluding words
The digital garden leaves a mysterious and enchanting impression of a new charm. It is a different beauty from the lively image of flowers in the real world. It blooms freely between three-dimensional and flat surfaces, and the time from blooming to withering also flows differently from the real world. Through the object of flowers, a more colorful and surreal experience than before is possible.
The surrealism of media art has now made it possible to enjoy the scenery of a flower garden in full bloom, regardless of time or season. Media art group CUZ also aims to become an art group that conveys beautiful emotions to people through media art.
Tags
- AI, AR, CUZ, LOVE EARTH, media art, SWITCH OFF, VR, XR, media art, brand, Curze, pop-up store