FICO's 5 multimedia pavilions
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Clonwerk signs as the main contractor, together with partner Limiteazero, the five multimedia pavilions of FICO Eataly World, the innovative agri-food park in Bologna. The pavilions, defined as part of FICO “giostre”, for their interactive edutainment character, make up a total area of 1500 square meters. One after the other, they invite the audience to an immersive experience in five different worlds. Man and fire, earth, animals, the sea and the production of oil, wine, and beer.
These are the themes that make up a large and multifaceted story of Italian food biodiversity. In each “joust” there are many free interactive paths to explore – playing, having fun and learning – the transition from fire to the hearth, the discovery of seeds and agriculture, respect for the sea and fishing techniques and the infinite other activities of the relationship between man and nature.
Clonwerk and Limiteazero took care of the architectural structure of the pavilions, the graphics, the visualizations, the paths, the multimedia and interactive elements, the furnishings, the scenographies.
Man and Fire
This tale starts from the dawn of the times: this extraordinary storytelling unfolds itself in three architectural volumes. By a spectacular multimedia timeline it is told how the fire has been discovered and how it has marked all the stages of human history: a tool for cooking, warming, defending, and as fulcrum of sociality too. A circular room is enhanced by a 360 ° cinema a central fire-hologram to tell how mankind has discovered the fire.
Man and Animals
How many animals are you tall? A sensor reads the height and centimeters become summaries of paper, pigs, horses and snails. What is the glittering animal? And what bubbles? You can find it by playing with two big wheels and when somebody aligns the image with the corresponding verb the right animal noise sounds.
There’s a mirror installations on which half-silhouettes of cows and other breeding animals stand and infographics are displayed. A flock of origami-style birds floats in the air. An entire wall tells the life of bees. The cat is the protagonist of a table set with a fascinating infographic.
Man and Hearth
How is agriculture born? There’s a dreamy forest in the dusk with many bright fruits to evoke the times when man was a gatherer. A LED field introduces a theater of shadows telling the agriculture during the neolithic, antique roman and medieval times.
Along the way, a robotic arm acting to dissolve the earth, to sow, to irrigate, and to harvest. An interactive table invites people to interact with physical objects to tell the stories of many plants. There’s a playground of Face-in-hole wooden giant fruits too to snap photos of kids of all the ages.
Man and Sea
This is the most ecological pavilion. How to respect the heritage kept in the depths of the sea? An installation-lighthouse, surmounted by a lantern, focuses on the world of fisheries and the relationship between man and fishery resources. A scenography selfie area lets to move between shapes of waves and fish tails. As true sailors kids love to interact with virtual boats to find hot spots of the Italian seas to discover breeding and fishing techniques. Behind a scenery flat made of hawsers there’s a little cinema room too.
Man from soil to Bottle
Discovering Italian wine, beer and oil. Visitors roll giant grinding wheels to see wine, beer and oil production techniques. You could cross an installation of wooden sculpture of big bottles. And true bottles are encased in a large wall to illustrate the history of containers.
A silhouette of Italy – with vertical wooden histograms – offers a physical and three-dimensional graph of production area.
CLIENT: Eataly World
Michela Di Nardo
Simona Taddei, Silvia Fatighenti
CREATIVE DIRECTOR FOR CLONWERK:
ART DIRECTOR FOR CLONWERK:
2D / 3D MOTION DESIGN:
Michele Artusi, Francesco Caruso, Luana Oliva, Michele Iavazzi
Fabio Vettrice, Francesca Cuciniello, Sabatino Piscitello
CHIEF TECHNOLOGY OFFICER:
Antonio Depalo, Antonio Scrima
SPECIAL THANKS TO:
Rome and Milan Clonwerk Team, Giuseppe Giordano, Massimo Faggiotto, Lorenzo Moneta, Guy Hazell, Diego Coluzzi, Carmela Fasano, Stefano Papi, Enrico Carnevale