SOFTlab + pentagram: gimme more’ augmented reality exhibition at eyebeam
original content
mar 20, 2013
SOFTlab + pentagram: gimme more’ augmented reality exhibition at eyebeam

gimme more’ augmented reality installation at eyebeam by SOFTlab + pentagram
image courtesy alan tansey



developed for the EPFL+ECAL lab in switzerland, SOFTlab has designed the exhibition and graphics for the installation ‘gimme more:
is augmented reality the next medium?’. conceived in collaboration with pentagram’s natasha jen at the eyebeam art + technology center
in new york, the intervention showcased seven different installations by artists such as yuri suzuki who use augmented reality (AR) to tell
stories in new ways. the typographic work for the show played on the intersection of AR – objects, environments or interactions that have been
enhanced with virtual content with the material and immaterial, using simple elements of light and shape to create an abstracted effect
helping introduce visitors to the subject.



the triangles were die-cut and folded towards the street to create a dimensional surface
image courtesy alan tansey



using large structures made of tyvek sheets, SOFTlab’s design defines the gallery’s open, industrial space. wrapped around suspended
cardboard tubes to create volume, the panels act as dividers to help separate the installations and create an environment for the show.
back-lit by custom-designed lighting fixtures, the volumes contrast the texture of the tyvek to create a kind of glow at each installation.
pixel-like, modular typography forms the identity of the exhibition – scaled for various applications – from large graphics in the gallery
window to the printed exhibition program. in exhibition signage, the triangular modules were cut out or projected to create type that
was dimensional and constantly changing.



silver mylar is adhered to the flaps to catch and reflect the light
image courtesy alan tansey



visitors can see through the cutouts into the gallery inside
image courtesy alan tansey



inside the gallery, the analogue treatment of the window was translated into a more dynamic, digital approach for the title ‘wall’
at the entrance of the show. triangular pixels are cut, folded or adhered on the tyvek, while others were projected as animated pixels
of light to complete the graphic. ultimately, the effect successfully captures the exhibition’s blur of the physical and digital.



gimme more: is augmented reality the next medium?
video courtesy SOFTlab



some triangular pixels were cut, folded out or adhered on the tyvek, while others were projected as animated pixels of light
image courtesy alan tansey




typography is cut and folded in triangular flaps that create a dimensional surface and are lit from within
image courtesy alan tansey



the cutout modular typography was used for numbers identifying the various artist installations, accompanied by caption text in vinyl
image courtesy alan tansey



pentagram’s exhibition identity for ‘gimme more,’ formed of pixel-like modules
image courtesy SOFTlab



‘texter’ installation by cem sever that turns the user into an antenna for digital information
image courtesy alan tansey



‘beatvox’ installation by yuri suzuki that allows users to control a set of drums using their voices
image courtesy alan tansey



‘texter’ installation by cem sever that turns the user into an antenna for digital information
image courtesy alan tansey



image courtesy SOFTlab



image courtesy SOFTlab

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