London 2030
The main idea behind this project was to show how Central London could look in 2030 and the improvements client will be making on their real estate.
CLIENT
The Crown Estate
Sector
Architecture & Urban planing
Collaborators
Four Zero One
We did the following
Art DirectionIllustrationAnimation
Four Zero One approached us with a cool idea to produce an interactive mural for The Crown Estate's stand at the London Real Estate Forum 2018 specifically depicting London's Regent Street area and how it could look like in 2030.
We did illustrate with a large scale output in mind. Firstly, our illustrated scene was printed on a vinyl with the dimensions of 5468x2600mm. It served us a clean background on which we projected the animated scenes.
Secondly, we produced six different animated scenes. Each with a resolution of 5468x1550px. In order to project a single scene, two 4k projectors were used. Each projected half of the animated scene.
Considering the size of the mural it turned out that the real-world size of one character was about 100mm. Or 100px in a digital version. Therefore, we decided not to go into small details as it would not be visible at this scale. A simplified flat style allowed us to deliver on time and balance time between illustration and animation accordingly.
Once we created a reference to the actual Regent Street we started a creative improvisation. The entire scene had to show an ecosystem with buildings using green power generated through solar panels, clean air initiatives, recreational space, electric automobiles, drones, references to new and modern office space, VIP lounge to name a few.
The main goal was to get visitors of the London Real Estate Forum 2018 involved and interact with The Crown Estate's stand. We achieved this by letting people play with an iPad and pick the scenes they like.
This project would not be possible without a close collaboration of cool professionals. This allowed us to produce great visuals and communicate the client's vision of how London's Regent Street area could look like in 2030.
Credits
Collaborators
Four Zero One
Dovestarr
Producer
Sebastian Deering
Creative + ART Direction
Matas Zaloga
Illustration
Matas Zaloga
Arūnas Kačinskas
Animation
Mantas Gr
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