Jason Bruges Studio connects museumgoers to The Tate Modern
Art is a way to communicate who we are and how we fit into the world. Museums, like the Tate Modern in London, provide a home for how we talk about ourselves, how we create art, over time. For centuries, museums have acted as the stewards of human history. Until recently, museumgoers have been content to consume that history and play audience to the art that has directed our cultural flow. But now we’re ready to talk back.
The Tate and Bloomberg were looking for a way to engage their attendees in a new way for their program “Bloomberg Connects.” They tapped Jason Bruges Studio to help them do it. Richard Roberts, of Jason Bruges Studio, explains that the Tate came to them to “encourage the public to delve into their [museum] experience in a bit more depth, to find out more about the artwork and what they feel about it – to think about the work in a more intelligent way.”
The question is: How do you do that? Luckily, Jason Bruges Studio was the perfect group to execute such an undertaking.
Typically, for this kind of project, the museum could have just hired an interface designer and slapped it on a canned experience, but Jason Bruges Studio offers a richer, deeper way of creating an interactive space. “We’re an innovative and multi-disciplinary team, and we approach things differently,” Richard explains. Instead of having moving pictures on screens, Jason Bruges Studio’s design has spatial awareness that follows you around the room, tracking your experience, and drawing you into interaction. It’s impossible to be the passive viewer.
The Tate’s initial goal to have, “a series of interactions where a member of the public could comment on an artwork, through engaging in a debate, or in a discussion” was achieved with aplomb.
In the Global Studio participants can submit questions that will be answered directly by the artists from their home country. Museumgoers can snap selfies to document their participation at the museum. And, at the Drawing Bar, the museum accepts drawings in real time that go into the Tate’s archive. Then the Tate can track how people respond to art in a visual and expressive way.
In the nine months since it’s been open, Bloomberg Connects has archived over 65,000 drawings. It’s typical that they’ll get 300 drawings in one day, but 800 on a Saturday afternoon isn’t unheard of. It’s really, really popular.
Richard explains the experience of seeing Bloomberg Connects in action, “Every time I go there and walk down the stairs it’s just nice to see that it’s being used and people are engaging with it. These are simple enough that people get stuck interacting.” In fact, Bloomberg Connects has resulted in so much popularity that it’s turned into a sort of problem, “the pens on the drawing bar are wearing out too quickly because it’s so popular.” The public interacting with art so intensely that the materials are wearing down? Not a bad problem to have.
JASON BRUGES STUDIO BRINGS LIGHT TO COCA-COLA
Coca-Cola commissioned Jason Bruges Studio create an immersive, interactive art installation for their London 2012 Olympic “Beat Box” Pavilion. To create a totally enveloping sensory experience, designers Asif Khan and Pernilla Ohrstedt blended elements of architecture, sport, music, and technology to create the pavilion. 180 bespoke mechatronic “bubbles” glow rhythmically in time with Mark Ronson/Katy B’s track “Anywhere In The World”. Controlled with individual code, each bubble has eight polypropylene blades that fold intricately in on themselves. The bubbles glow with red and white LED lights when special sensors embedded in the three “cheers in celebration” kiosks detect when Coca-Cola bottles are clinked together. The more Coke bottles that are clinked together, the more intricate the light show. Cheers to that!
Jason Bruges Studio Designs Interactive Experience For WWF
Jason Bruges Studio collaborates with World Wildlife Fund (WWF) to design and build an installation for the conservation organization's new Living Planet Centre in Woking, UK. The installation consists of four enclosed themed zones - fresh water, marine, forest and wildlife - each designed to highlight a different environmental experience and core area of WWF's work. The four meters high by four meters wide pods will be constructed entirely from timber, cork and felt. A goal of the project is to achieve a BREEAM "Outstanding" rating, the highest level of sustainable building design and construction.
Once completed, the center's visitors will be able to interact with each environment through a range of engaging sensory devices that play on light, sound, ambiance and scent. WWF's head of design management Georgina Bridge said: "Jason Bruges Studio understood our aims and interpreted the brief totally and the results will be thoroughly engaging and educational. We are extremely excited to be working with the team and are eager to see the end result."
The project is expected to be complete in time for the building's opening in autumn 2013.
Mercedez Benz Drive-Thru
This weekend Mercedes-Benz Drive-Thru is revolutionizing the in-car dining experience. With the help of Jason Bruges Studios and food artists Sam Bompas and Harry Parr, Mercedes-Benz has re-imagined what was a nostalgic task of convenience and transformed it into a sensory experience unlike any other.
From September 14th thru the 16th they have transformed the Old Selfridges Hotel in London into a display of a fusion of the utmost innovations in art, food, and design, complete with rollerblading waitstaff. This staging of creative minds is being used to celebrate the release of the new Mercedes A-Class now available in the UK. Anders Sundt Jensen, Head of Brand Communications at Mercedes-Benz says, "With it's highly-emotional and progressive design, the new A-Class is all set to bring the trend toward monotony in the compact car segment to an end". This seems to be the theme of the weekend, inspiration through innovation.
Jason Bruges Studio Brings Light to London
Jason Bruges Studio transforms an underused section of London's Southbank Centre. The design studio was commissioned by Havells-Sylvania, the lighting arm of India's largest lighting and electrical manufacturer, to create an original piece for the space. The piece, "The 21st Century Light Space Modulator" will be located under the Hungerford Bridge, which gets upwards of 22 million visitors a year.
The modulator blends Eastern and Western influences and combines creativity, innovation and interaction with a kit of parts from Havells-Sylvania's extensive product portfolio. The installation was inspired by L'aszl'o Moholy-Nagy's work "Light Prop for an Electric Stage," created in 1930 and considered a pioneering piece of light art and moving sculpture. Kuldeep Vali of Havells-Sylvania says of the project, "From day one, this project has had a buzz around it that you associate with intense creativity. I think this is because Jason Bruges is renowned for his unique approach to lighting design and the 21st Century Light Space Modulator will draw on all his imaginative resources to produce a stunning work." Jason Bruges adds, "Fully interactive, our installation explores not just the relationship between space and light but also people's behaviour within a space. It introduces a performative process in which the installation engages with the audience, transforming the space with lighting based on how people respond to it."
"The 21st Century Light Space Modulator" was previewed last week in London. Public showings and seminars will continue throughout the summer with a full unveiling in the fall. Find out more on the piece's official website.
See more of Jason Bruges Studio's portfolio here.