This Must Be The Place
SPECIALISTS IN THE SCIENCE AND ALCHEMY OF PLACEMAKING
GibsonMartelli_MAN A_installation_XYZ_Manchester_07.jpg

Copy of Gibson Martelli's 'MAN A' foyer AR installation

September 2017

The vision for the XYZ Building in Spinningfields, Manchester, is a new and radical benchmark for cutting edge working culture. With technology embedded in the infrastucture and high profile tech tenants there was a need to create a wow factor response in when people entered the foyer (which is also a cut through linking locations on the Spinningfields estate). Originally earmarked for a living wall but deemed off brand the 3 storey wall plus side of a bridged walkway and spiral staircase became a canvas
for discussion.

We worked with Gibson Martelli to create a bespoke, site specific version of their monochromatic 'MAN A' augmented reality art project. Taking the building's name as inspiration the artists, who weave contemporary dance into their practise, created a series of performance pieces working along the X, Y, Z co-ordinates of Cartesian (3D) space, namely - in and out / up / down - which they then digitized and embedded in a striking art work, influenced by WW2's dazzle camouflage. The artwork stretches into the basement level and the reception of the UP Fitness gym. Their brand colour, red, was incorporated into the design at this level allowing the artwork to fit seamlessly with the brand's fit out and decor.

Accessing the AR elements of the artwork, via the MAN A app, reveals a series of hidden artworks and performances that burst to life, including a 3 storey figure that looms down upon you.

This engaging piece demonstrates the potential of digital art for use in architecture or interior design. Its, stunning, arresting, engaging and interactive. Beats yet another living wall anyday.

Big thanks to Gibson Martelli, Up Fitness, Omni Print, and Allied London and Cartwright Pickard architects for their vision.

   
  
   
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    This Must Be The Place – Daydreaming with James Lavelle. Pop-up retail experience at Dr. Martens Boot Room Store Camden Market
   
  
   
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    This Must Be The Place – Daydreaming with James Lavelle. Pop-up retail experience at Dr. Martens Boot Room Store Camden Market
C8pQ-WRUAAEnIBX.jpg
GibsonMartelli_MAN A_installation_XYZ_Manchester_02.jpg
GibsonMartelli_MAN A_installation_XYZ_Manchester_06.jpg
GibsonMartelli_MAN A_installation_XYZ_Manchester_09.jpg

COMPANY / CLIENT:
Allied London
Spinningfields
XYZ Building

OUR ROLES:
Art Curation.
Project Management.

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