YOTA SPACE / PROJECTION MAPPING

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 St. Petersburg this week.

The projection mapping was created by Drive Productions, also the brains behind the recent opening of a new Ralph Lauren store in New York. Yota Space used St Petersburg's historic Mikhailovsky Palace as the canvas for an engaging display, shown in the film above. The festival aims to position Yota at the cutting edge of contemporary culture and creativity, with the brand curating the event itself, enhancing its reputation as a host and provider of content by filling all five floors of the palace with innovative digital art.

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.