My Role: Creative & Art Direction
A travel into the earth over five floors, Tingvoll Eco park is an exploration of the bugs and insects living on the surface - to microorganism living deep into the earth.
The context is a barn rebuilt to hold the exhibition. A pillar of soil going through the barn from top to bottom, works as the arch of the story.
We wanted the visitor to fully emerge into the exhibition. A travel in scale lets the visitor experience the increase in scale as they decent further into the soil.
Ecologists consider earthworms “keystone species” because of how much they influence the physical, chemical and biological properties of the soil. The earthworm is the star of the exhibtion and is used as a key device in telling the story of scale. The visual concept focues around the earthworms shape, movement and traces left behind.
We had high focus on eco-friendly material. This is also considered a low-tech exhibition with more focus on tactile and analogue interactions.
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.
Cross section of the different floors of the exhibition. Scale is emphasized through scenographic elements - earthworms and holes are incrimentally enlarged the further down you get.
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.
Parallax effect. The big hole left by the earthworm shows a microscopic world of microorganisms like bacteria, actinomycetes, fungi, algae, protozoa and viruses
A technique inspired by an old artform called matte painting. Originally used in cinema, artists would paint artwork on glass panels that would then be integrated with filmed footage. Here the artwork is separated into 4 layers of glass.
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.
En excerpt of the visual studies - here related to the earthworm. An interpretation of the shape and the traces it leaves behind.
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.
A few Installations
A few of the installations in the exhibition.
Low-tech installations but both analogue and digial interactions are used.
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.
Place your head inside the boxes and experience the slightly fobic creepy crawly bugs - safely placed in terrariums.
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.
Concept & Art Direction: Action Designer
Interior Design: Emily Celine Thoresen
Project Manager: André Henrik Granly
Programming: Gabor Ferenc Szocs
Content & Concept: Kjetil Lobben
Animation film: Øyvind Steenesen
Animation Score/Sound FX: Geirmund Simonsen, Eivind Almhjell
Scenographic production: Heartwood
Exhibition Installation: Benny Lund, Logic Interactive
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