Unveiling of groundbreaking Vela digital material at Design Week

Emerging artists elevate design concepts to new heights

0
102

Avery Dennison, the global materials science and manufacturing company, is challenging the possibilities of how technology can elevate ordinary surfaces into extraordinary interactive spaces with the unveiling of Vela Dynamic Display System, a technology that transforms glass into a projection screen, at Design Pavilion during NYCxDESIGN.

Avery Dennison will showcase the full potential of Vela Dynamic System via the works of four emerging artists – winners of the Bright New Things competition. The competition, created in collaboration with artistic launchpad Arts Thread, challenged new designers and artists to elevate everyday objects with Avery Dennison graphic materials for the chance to exhibit their winning design in a revolutionary technology-powered installation in Time Square as part of the Design Pavilion, which will be held from 12-20 May 2018.

The large glass cube installation, measuring approximately 9 x 9 feet, will be wrapped in Vela Dynamic Display System materials to enable the projection of behind-the-scenes footage of the winners creating their designs. Visitors will witness the cube transform from transparent glass to a surface alive with pattern and color, revealing the winning artwork. Interactive floor wraps using Janela smartproducts platform will enable visitors to use their smartphones to connect directly to the installation, encouraging a QR code match-up and scan challenge, to unlock spot prizes throughout the day.

Francisco Melo, vice president and general manager of RFID at Avery Dennison, says, “Technology and materials science are creating new and exciting opportunities for how we interact with everyday objects and spaces. The Bright New Things installation is a showcase of how connected technology can be used to create more personalized, deeper and exciting experiences. Vela Dynamic System was conceived as a dynamic window advertising system, but we hope via the showcase at the Design Pavilion we have illustrated the endless opportunities for how it can be used not only by retailers to revolutionize store fronts but by architects and designers to transform spaces and environments and enhance an experience at a click of a button.”

The winners of the Avery Dennison and Arts Thread Bright New Things competition are emerging artists Kate Smith, Theo Payne, Mel Edwards and Lara Torrance. The installation will be streamed ‘live’ during its entire run in New York City’s Time Square.

As you join us today from India and elsewhere, we have a favour to ask. Through these times of ambiguity and challenge, the packaging industry in India and in most parts of the world has been fortunate. We are now read in more than 90 countries as our coverage widens and increases in impact. Our traffic as per analytics more than doubled in 2020 and many readers chose to support us financially even when advertising fell to pieces.

As we come out of the pandemic in the next few months, we hope to again expand our geography and evolve our high-impact reporting and authoritative and technical information, with some of the best correspondents in the industry. If there were ever a time to support us, it is now. You can power Packaging South Asia’s balanced industry journalism and help to sustain us by subscribing.

Subscribe Now

LEAVE A REPLY

Please enter your comment!
Please enter your name here