From 29 October at the Fabbrica del Vapore in Milan AURA, THE IMMERSIVE LIGHT EXPERIENCE event where color and light are the absolute protagonists of a totally immersive experience.
The concept comes from the idea of Pepper's Ghost to materialize and touch light by bringing into play visionary creativity, experience design and the most innovative technologies to immerse in new stories, made of sounds, senses and emotions.
We wanted to think of the creation of a digital work of art capable of transforming the environment making it alive where the strength of the play of the light beams meets the mapping projections capable of immersing and totalizing with 3D images and unique effects capable of animate the floor as visitors pass by.
The first will be divided into five loops which will gradually immerse us in as many evocative and generative moments as a shower of stars or the growth of natural elements. In the second act the idea of a personal aura will expand further, increasing the level of interaction with the world around us and somehow merging with it.
Each visitor will create his own story between lights, projections and space, emotions, surprises and upheavals in an environment similar to a parallel universe. The most important light designers, creative directors, composers and sound designers in the world have collaborated to transform light into an immersive artistic experience, under the Artistic Direction of the founders of the two companies, Anderson Tegon and Aleksandr Usyskin.
AURA is an international production with the creative co-direction of Pepper's Ghost, the most emerging creative firm in digital art, also in the role of Executive Producer, and Sila Sveta, the most important reality in the world in the production of immersive installations.
AURA was born in partnership with the Municipality of Milan in its most beautiful and representative "home", one of the most famous Milanese locations: "La Cattedrale" at the Fabbrica del Vapore. A space of 1500 square meters in the central nave alone, reaching a total of 2600 square meters and which will mark the restart of the world of major exhibitions in the Lombard capital which once again reveals its innovative and international soul.
Pepper's ghost
This name, which refers to the first special effect ever made, brings together a collective of digital artists, engineers, graphic designers, visual and video artists, light and sound designers. Established in 2019 by Anderson Tegon, founder and artistic director, by the lawyer Nicolo Bastianini Carnelutti and other partners, Pepper's Ghost creates, produces and self-produces immersive art events, digital street art performances, NFTs and some of the most important digital productions in Italy. These include the first permanent visual art installation of the Ministry of Culture, an immersive space in Milan in via Monte Rosa 91, an iconic building designed by Renzo Piano and the first work of digital street art, soon to be released, featuring the famous street artist Banksy. His strong point is to place creativity at the center of his works and to use technologies like a brush with the aim of transforming any surface into a real futuristic "canvas".
www.peppersghost.it
Sila Sveta, founded in 2008 by Alexander Usyskin and Alexey Rozov, is a multidisciplinary studio pioneer and experimenter in large digital stagings, with a strong musical and entertainment DNA and an exceptional portfolio with names like Drake, Billie Eilish, Nba, Nissan, Mercedes , Audi, Porsche and AT&T. From the musical world it was natural for Sila Sveta to expand the activity on other scenes and innovative combinations of art and technology, curated from conception to implementation. Sila Sveta has offices in Moscow, New York and Los Angeles, as well as a portfolio of completed projects, seen by hundreds of thousands of people around the world. Over 30 prizes won. A spectacular curriculum and an essential idea: to bring magic to the world.
www.silasveta.com
