Download design brief kinetic sculpture for event in china

DESIGN BRIEF
KINETIC SCULPTURE FOR EVENT IN CHINA
BACKGROUND
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We are organising a series of thematic events in China for Martell XO cognac. The
theme of the event is “Shape Your World” which aims to illustrate how our Martell XO
consumers have the vision & power to ‘Shape The World’ with creative kinetic
mechanical sculptures & virtual reality interactive gaming experience that literally let our
consumers experience the power to shape the world.
•
The thematic event is designed to synergize with the advertising creative concept &
slogan “Shape Your World” (see Appendix for TVC frames & event poster creative
concept) to deepen consumer understanding of the brand values by providing a tangible
experiential way for consumers to touch & feel the brand.
DESIGN REQUIREMENTS
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To design a kinetic sculpture with movements that will amaze consumers at the event.
•
Preference for consumers to be able to interact with structure if possible to affect the
movement of the sculpture e.g. insert rolling ball bearings, swing a pendulum, move a
spoke, pour in liquid (that could be the same colour of cognac) etc.
•
Key design elements: Should be a mix of arch shape bridges & spheres as key shapes,
link to theme of ‘Shape your world’ with global architecture icons
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Tone: Metallic aspect, strong, masculine, powerful, contemporary, and must look & feel
luxurious.
•
Colour & Materials: key colours are Martell Blue, platinum, cream (refer to Appendix on
brand guidelines). Materials should look & feel luxurious and not industrial. E.g. metallic
parts should be a light pinkish platinum champagne gold instead of shiny silver or
chrome colour & must not feel like rough industrial material.
•
Size: sculpture will be displayed indoors within the lobby of a Karaoke bar. Maximum
height 2.2m, floor space 8sqm.
NOTE: sculpture must be easy to transport between the 15 event venues. It must be
able to be installed & dismantled & packed for transportation by local staff.
•
Sound: if there are mechanical movement sound, it needs to be part of the powerful &
luxury feel e.g. strong sound only during key bold movements. It should not be a
continuous noise.
DESIGN BRIEF
KINETIC SCULPTURE FOR EVENT IN CHINA
TIMING
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Briefing to artists: 23 - 25 Oct 06
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Design & cost proposals from artists: 26 Oct - 2 Nov 06
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Commission artist, design development, confirmation of design: 3 - 10 Nov 06
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Production: 10 Nov - 10 Dec 06
•
Freight & custom clearance: 11 - 20 Dec 06
•
Installation & test in China: 20 Dec 06
CONTACTS
Jocelyn Yong
Group Business Director
TEQUILA\
Email: [email protected]
DID: 8621-63276018 ext. 172
Mobile: 86-13801993387
James Gee Ng Fey
Director of Planning and Strategy
WTM Marketing Service
Email: [email protected]
Tel: 8621- 6251 0553 ext.200
Mobile: 86-13761251775
APPENDIX
Sculpture Idea - to have moving spokes
that has models of architectural icons
around the world within a transparent globe
on an arch bridge. Globe can be a 2D
backdrop instead of a sphere if production is
a challenge.
*Note - this is just an idea from the agency
with no knowledge of kinetic movements
feasibility. Artists need to develop alternative
feasible designs.
Event Poster Creative Concept:
Power of MXO to hold up the world - illustrated by
the globe with key architecture icons within that
seems to be suspended by the ray of lights emitting
from the MXO bottle
Martell XO TVC select frames - Note focus on architecture & arch shape.
APPENDIX