Title	THE INTERACTIVE ZONE IN THE MUSEUM OF RUSSIAN IMPRESSIONISM
Brand	MUSEUM OF RUSSIAN IMPRESSIONISM
Product/Service	THE INTERACTIVE ZONE
Category	D04. Brand Installation & Experience
Entrant	VISUALS Moscow, RUSSIA
Idea Creation	VISUALS Moscow, RUSSIA

Name	Company	Position
Mikhail Lykov	Visuals	Technical Director

The Campaign

A unified solution for visual installations was developed on the basis of a corporate style of the museum, which had been previously reflected in the architecture of the building, in the museum logo, navigation elements and various promotional materials. A distinctive feature of the installations is their dynamic shape, “ribs” that continue the style specified in the logo, white artificial stone chosen as the material for hulls. At first glance, light as a feather volant installations are technically complex mobile designs, which consist of a unique for the Russian market set of equipment, sensory transparent screens, interactive holographic displays, professional multi-touch panels, installation computers, physical manipulators, a specially designed system for detecting a touch to objects. We used most up-to date technological innovations. It is an entity of holographic and video effects with the real objects.

Creative Execution

1. “Tools of the Artist”. The installation includes real items an impressionist painter needs in their work: a brush, a canvas, a palette knife, a mineral which is used to make paints. Touching each of them, the visitor activates a transparent screen with the objects behind it. 2. Dioramas “The Artist's Workshop”. In a transparent screen one can see cameos of Ilya Repin’s and Igor Grabar’s studios. Touching the screen activates the virtual flashlight which can be moved around the screen observing the workshop. 3. “How to Draw a Picture?”. The installation shows the difference between the process of creating paintings by old school artists and the Impressionists 4. “The Map of Russian Impressionism”. Moving in the map with help of a user-friendly navigation system a visitor can find out the places where a particular artist created his paintings. 5. “Scientific Experiments”. Installation explains intelligibly the basics of color science.

Indication of how successful the outcome was in the market

Yulia Petrova, the Director of the Museum of Russian Impressionism: “Our interactive educational area can be called unique. Together with specialists of the company VISUALS we have developed the content which cannot be found in any other museum. The main task that we set before the developers was that the interactive zone should not “grab the biggest piece of the pie”, it should not detract attention from the essence - our permanent exhibition. The minimalistic and at the same time original design of the interactive installations tunes in to the spirit of our main showroom, our corporate identity and even the museum logo. Firstly, the company has offered us one of the most interesting concepts of the interactive space organization. Secondly, VISUALS has presented us with the most up-to date technological innovations. It is an entity of holographic and video effects with the real objects.

As a rule, the purchase of multimedia equipment, the development of the room content and architecture selected for the museums exhibitions are done by various teams and their efforts are being synchronized by a customer. In this case, the agency “Visuals” was the “brain trust” of the project. At the stage of developing the concept and discussing it with the customer we have already engaged from our part the architects, engineers, designers and programmers in this project. Our experts were selecting equipment and technical solutions for the specific ideas that were generated by the creative team of “Visuals”.