design:retail - August 2018 - 48
backstory
048
D
ATA, MEET MUSIC.
In collaboration with multidisciplinary
artist Andrius Šarapovas and Adell Taivas
Ogilvy, Lithuanian creative production company
Some Films turned smart devices' connections
to the 4G network into-wait for it-sounds. They
transformed this statistical data and presented it
as an art installation in the form of an interactive
musical sculpture for Tele2 Lithuania, the most
popular telecom service provider in the country.
The concept was to create a walk-in kinetic
sculpture. "This invites one to experience how data
generated through a person's reality and behavioral patterns can be revived from the digital world
and returned to the real one by being transformed
into generative music," describes Lena Java, executive producer, Some Films.
AUGUST 2018
DESIGNRETAILONLINE.COM
A dedicated algorithm was created to turn one
second of browsing on the 4G network into one
second of music. Java explains that the number of
connections to the network in different regions of
Lithuania controlled the volume of the notes being played and their rhythmic distribution, while
the amount of data transferred during those sessions determined the notes' pitches. Furthermore,
the number of connected sessions influenced the
brightness of the room's lighting and the speed of
the shadow animation.
The kinetic installation featured 77 individual
segments fixed on the walls and ceiling that made
generative music. Each segment had a metal bar,
sound activator, sound damper and resonator.
Mechatronics, a blend of electronics and mechanical engineering, was used to turn 4G data from more
GLOBALSHOP.ORG
than a million users into harmonic sounds. The
installation's sound range covered 16 notes, four of
them-C, D, F and G-spread across four octaves. The
notes were distributed through the room in such
a way that a different harmonic composition was
heard at different places within the space.
The interactive sculpture was in place for a
month, and was so popular that the exhibit was extended for an additional two weeks. A definite topic
of discussion on social media, visitors spent an average of 15-20 minutes in the space, and some an hour
or more. The experience was described most often
as "meditative."
This installation blurred the lines between business and art, and transformed the distractions of
daily data use into a meditative melody.
- Jenny S. Rebholz
Photos courtesy of SOME FILMS
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - August 2018
design:retail - August 2018 - Intro
design:retail - August 2018 - CT1
design:retail - August 2018 - CT2
design:retail - August 2018 - Cover1
design:retail - August 2018 - Cover2
design:retail - August 2018 - 1
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design:retail - August 2018 - Cover3
design:retail - August 2018 - Cover4
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