The project was helmed by Framestore’s interactive producer Jonny Dixon, installation firector Robin Carlisle, and art director Anthony Gibbs. The team’s first brief was to use Valentino's work as the basis for an animation that incorporates the fashion icon's insignia, the rose. The result (below) is a visual inspired by Valentino dress designs, projected onto a giant five-metre three-dimensional rose.
The projection starts with a photorealistic rose that blooms out until it maps onto the surface of the three-dimensional structure. The team designed an animation that takes viewers through the history of the Valentino Garavani's designs.
Due to the three-dimensional surface of the structure, two projectors were needed to make sure the imagery reached deep into the rose’s crevices, without creating distortions or shadows. To achieve this, proprietary software was developed that could calculate and map simultaneous positions of corresponding pixels from each projector. It's controlled through an iPad app (below) developed by Framestore.
Framestore’s second installation features an atelier table that incorporates an animated timeline of Valentino’s career (top). The timeline comes alive via collections of images that are projected from above, courtesy of four synched projectors. The projection has been designed and animated so visitors can enjoy the experience from all sides of the table.
Below are some behind-the-scenes shots of the work being created.