Type: Experience

My Role: Creative & Art Direction

Agency: Expology 

Digital Munch -
To paint ones life

Edvard Munch painted many of his most famous painting in the beautiful small city of Åsgårdsstrand, on the coastline south of Oslo. Paintings like frieze of life, Bading young men and The Girls on the Bridge. Munch also owned his first house in Åsgårdsstrand and spent many years there. 

The community of Horten offers today a guided tour of Åsgårdstrand, but wanted to enhance the experience and to attract younger target groups to create engagement for Munchs art. Expology won this prestige project to create an emotional digital experience targeted the young generation. 

The exhibition consists of an immersive film projection where the visitors experience Munch´s art in movement. Also present is a gallery mode with four interactive installation. Here the visitors can paint like Munch, read his digital diary, take pictures inspired by his paintings, in addition to be a part of a Munch painting. This could also be uploaded to social media and shared.

Expology had the role of creating the concept, content producers, light design, project management, and programming.

 

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The room 

_The Munch Movie

The main attraction is an immersive experience about Munchs life in Åsgårdstrand. Six projectors and gobos project onto the wall and floor 

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Foto: ©Anders Olsen

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Foto: ©Anders Olsen

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_Gallery mode

The Gallery mode activates after the movie. The room transforms into an interactive experience where different installations are switched to 'active' mode.

01

The Diary

02

Through the Lens

03

Paint like Munch

04

Munchify Me

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01

The Diary

Edvard Munch’s literary sketches, prose poems and notes related to art represent a wealth of material that not only serves to shed light on Munch's significant artistic oeuvre, they also have literary qualities in their own right. A digital diary comes to life through projection and RFID tags, when the visitor interacts by flipping through the pages. 

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02

Through the Lens

Munch was an avid photographer and took numerous self-portraits, other subjects and landscapes. Photography was often used as part of his process - and should most likely be viewed as studies and sketches - where he would later paint based on his photo studies.

This installation aims to capture Munchs process. The visitor points the vintage camera towards one of the 5 paintings in the gallery. The image recognition prompts the user to take a snapshot of the painting. The painting is replaced with the relevant photo Munch used in this particual artwork.

One of Munchs cameras, a Kodak No. 3 Series III, was modified! 

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03

Paint like Munch

Edvard Munch’s literary sketches, prose poems and notes related to art represent a wealth of material that not only serves to shed light on Munch's significant artistic oeuvre, they also have literary qualities in their own right. A digital diary comes to life through projection and RFID tags, when the visitor interacts by flipping through the pages. 

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04

Munchify Me

Turn your selfie into a Munch art. Displayed as a traditional photo booth, the visitor takes a photo and can choose between different Munch paintings they want to be transformed into. The installation uses AI style transfer. Style transfer is a computer vision technique that allows us to recompose the content of an image in the style of another.

You can send the image to your phone or print it out as a postcard. 

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_Graphics

From Munchs paintings from Åsgårdstand, region and architecture - a colour scheme emerged. A set of primary colours - as well as a diverse secondary palette illustrating Munchs diverse set of colours Munch used in his paintings. 

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Director

At Expology 
for Horten Kommune

Credits

Design Lead: Morten Torgersen
Art Director: Morten Torgersen, Kevin Yeo
Graphic Design: Morten Torgersen
UX & UI: Morten Torgersen
Interior Architect: Morten Torgersen
Project Manager: Kari Gjetrang
Content: Ellen Lyse Einarsen
Direction 'Munch Film': Ellen Lyse Einarsen, Martine Svanevik
Furniture: Flexiform, Nordstrand Gjerdefabrikk
Hardware: Pdata
Installation & Prototyping: Pablo Castro
Back-end/front-end: Ida Binfield, Megapop Games 
Animations & Artwork Munch Film: Novaline
 

Selected Works

PushwagnersizerInteractive Installation

OBOS - Brighten up UlvenInteractive installation

Cancer Society - SpreadScience exhibit

Studio EightExperience

Aker Solutions - EngineeriumScience Center, Branded Environment

Aker Brygge -Experience

Norway is the SeaExperience

MoreBranding

Norway InspiredBranding

EVRY - The Digital WaveBranded environment

Tindesenteret - BrandingSelection identity/logo

Tindesenteret - Branding - DuplicateSelection identity/logo

BiipSelection identity/logo

ACTION DESIGNER ©2021
MORTEN TORGERSEN
MORTEN@ACTIONDESIGNER.COM
(+47) 470 26 401