6 December 2010
Digital art and interactivity curated by Russian telecoms brand
The launch of Yota Space - a digital music and arts festival
hosted by Russian telecoms brand Yota - was marked with a massive piece of 4D projection
mapping and a set from Hot Chip in
The projection mapping was created by Drive
Productions, also the brains behind the recent opening of a new Ralph Lauren
Yota Space runs until 19th December and will host the likes of Brian Eno using HD LED Lights alongside United Visual Artists, onedotzero and Musion. Artist Chris Levine will showcase 'Alright Now' - an installation that can project images on to your peripheral vision and visitors will be treated to a host of interactive artworks, from holographic 3D paintings to illuminated objects, laser sculptures and interactive light spaces.
Dennis Sverdlov, Yota's CEO explains: 'Yota Space has been created as part of our mission to transform people's lives by giving them access to new ideas from across the globe. Yota aims to be a company that inspires, so we've invested in bringing together some of the most inspirational people in the world for this event.'
The trend of brands creating projects rather than campaigns is one that we will cover in depth in Most Contagious 2010 and have identified throughout the year in Contagious Magazine. Yota follows established names such as Levi's and Intel into offering a curated space that allows visitors to see what the brand stands for by delivering something memorable, engaging and interactive.