Responses by Clim, creative director and founder, Clim Studio.
Background: After we created amazing visuals for its products, Samsung reached out to us again and invited us to be the digital creators of its exhibition during the 2024 Milan Design Week. In this exhibition, we needed to explore the coexistence between humans and technology. We created Newfound Equilibrium, a mesmerizing, satisfying audiovisual experience that invites all the audiences to discover a digital realm around the creative process, a take on how our thoughts and ideas can be tangibly interpreted, and how humans dream to create together for a better future.
Design thinking: From the very beginning, we were able to envision the dreamlike atmosphere that Samsung aimed to capture and showcase for the future. This vision was a starting point that required refinement and development.
This project required us to approach things differently than when working on a TV campaign or some thumb-stopping social content. Exhibitions are another beast: LED screens that need to be in sync, projection mapping, huge physical spaces, immersive multichannel audio and giant screens reflecting on mirror-like floors and ceilings. We had to design for an immersive experience.
Challenges: Elements such as rhythm, size, level of detail, pace, the cadence of movement—they all needed to be rethought, keeping the Audience and their experience at their core. We learned not to be afraid of being slow, understanding the audience is there to create and experience a relationship with not only the visuals but the sound, the space and the installation as a whole.
Favorite details: There are so many details on all the visuals we created—so much to look at. But seeing your work in a physical environment at an exhibition was something else, when everything makes sense in a physical space and that you are able to create connections between visuals, sound, space and the audience.
Visual influences: The inspiration for each project can vary. The most crucial task is to identify what truly feels necessary and tailored for each single project we produce. To enhance this foundational value and expand the possibilities of materials, lighting, types of scenarios and textures on elements for immersive scenery, we conducted an extensive initial research phase that deepened the project’s impact and effectiveness. An amazing team made it possible, with everyone experimenting and opening doors to different visual universes.
Specific project demands: The technical aspects of designing and specially animating in such big resolutions were pretty hard to deal with. Huge renders that took so much time (and money) to produce made the process substantially more challenging than usual.
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