Recently discovered, "Cloud" is an amazing work of digital art from Troika (a multi-disciplinary art and design practice founded in 2003) placed in Heathrow Terminal 5, on the new British Airways first class lounges. It's an astonishing five meter long digital sculpture whose surface is covered by 4,638 silver and black flip- dots (yes, those that we use to see in old movies, usually in train stations) that can be individually addressed by a computer in order to animate the entire skin of the sculpture.
Troika has already been exhibiting their design work at the MoMA in NY past December, but this commission by Artwise Curators means to keep innovative pieces of contemporary art accessible to everyone (yep, only those with access to first class lounges!)
"Cloud" creates an optical pattern and movement that can be a little bit hypnotic, so watch out no to miss your flight...
Contemporary Art In Airports
Troika's Digital Cloud Sculpture
Trend Themes
1. Digital Art in Public Spaces - The use of digital art installations in public spaces, such as airports, provides a unique and engaging experience for travelers.
2. Interactive Sculptures - The integration of interactive elements in sculptures, like individual addressable flip-dots, creates a dynamic and mesmerizing visual display.
3. Accessibility of Contemporary Art - Efforts to make contemporary art accessible to a wider audience, such as placing installations in high-traffic areas like airports, allows for greater exposure and appreciation.
Industry Implications
1. Art and Design - The art and design industry can explore innovative ways to incorporate digital technology and interactivity into sculptures and installations.
2. Travel and Tourism - The travel and tourism industry can leverage digital art installations in airports as a way to enhance the overall travel experience for customers.
3. Experiential Marketing - Experiential marketing agencies can collaborate with artists and designers to create immersive and interactive installations that engage consumers in unique environments.