Munch Painting His Life

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Client:
Horten Municipality

My Role:
Creative Direction, Branding, UX/UI,
Scenography


Agency:
Expology

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, Bathing 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 Munch's art. Expology won this prestigious project to create an emotional digital experience targeted at the young generation. 

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The room 

_The Munch Movie

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, as well as being part of a Munch painting. This could also be uploaded to social media and shared.

The main attraction is an immersive experience about Munch's 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

_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 Munch's 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 Munch's camera, 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 Munch's paintings from Åsgårdstand, region and architecture - a colour scheme emerged. A set of primary colours - as well as a diverse secondary palette illustrating Munch’s diverse set of colours that he used in his paintings. 

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