Type: Experience

My Role: Creative & Art Direction

Agency: Expology 

A journey into the earth 
- Earthworms domain

In collaboration with Grafill, I helped Bekk conceptualize the theme of the ED Awards, "Making new connections". The goal was to create a unique experience for the visitors by uniting design and technology.

So, where do you start?

In short: outside the comfort zone. Outstanding solutions are often developed at the intersection of seemingly incompatible perspectives and thoughts. When things that usually do not belong together suddenly makes sense.

Or when people from widely different fields end up creating amazing solutions. But getting there is a challenge!

"We had to go through many creative stages and rounds before the idea of a Pushwagnesizer came. Such stages included those immediate thoughts right after the first briefing, many workshops, late nights, early meetings and ongoing testing of prototypes. It was incredibly fun to have so few boundaries, but equally challenging to solve the task within that open framework"

The Context

 

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A journey into the earth

The arch of the exhibition is a soil column/ profile that runs through the 4 levels of the exhibition. On top sits an apple tree - with two windows in the pitched barnroof, emphasizing the surface and daylight.

The visitor will travel through the soil and down into the earth to access each level.
 

Soil_profile

The Concept

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A journey in scale

This is the earthworms domain. They play the main character in the story. As the visitors progress down the exhibit, the scenographic elements are scaled up - given the impression that you shrink the further down into the earth you travel.

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x10

x100

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x1000

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The age-old bottlecap

Digging into soil reveals more than natural elements. We created a bottlecap in three sizes - a fun curiosity while you journey down i scale. And a reminder to use the trashcan. 

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The Study

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Signage

The same principle as the scenographic elements.
A wormy typographic treatment used as signage throughout the exhibit - from exhibition themes to bathrooms and menus. A branding element that holds true to the story.

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A few Installations

A few of the installations in the exhibition.
Low-tech installations but both analogue and digial interactions are used. 

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Down into the unknown

A lie down cinema experience.  An introduction to 'the journey into earth'. Lie down in the spiderweb and look up at the sunny sky - before you are covered in soil and find yourself immersed in the symphony and dance of the life underground.

Creepy-crawly

Place your head inside the boxes and experience the slightly fobic creepy crawly bugs - safely placed in terrariums.  

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Earth in Balance

Based on the wooden labyrinth game by Brio - this is a digital take on the same game. Test your skills and knowledge by balancing the ball towards one of the multiple choice answers on the maze. As you answer you progress deeper into the the earth and face more complex mazes and questions. 

jordaibalanse

Director

Credits

Design: 
Interior Design: Emily Celine Thoresen

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