http://www.nowlebanon.com/NewsArticleDetails.aspx?ID=225570
Circus-ing around
3D mapping lights up Beirut
Aline Sara, December 24, 2010
Ladies and gentlemen, it is time to vote for your favorite interpretation of
downtown Beirut’s “dancing building.” As awkward as it sounds, as of
Wednesday, anyone can take part in a ballot in which 15 competing visual
artists are giving life to the UFA building at Martyrs’ Square. The event –
which kicked off on Wednesday and resumes on December 28 until New Year’s – was
funded by the Union Franco Arabe d'Assurances et de Réassurances (UFA
Assurances) and is open to the public for free. The live urban art projections
are the first-of-a-kind in Lebanon and the Middle East.
The concept, which organizer Layla Nahas stated was conceived only three years
ago, started mostly in Europe and then spread to the US. The mapping has been
typically used for marketing, such as the Netherlands’ first large-scale
mapping commercial by Samsung or last November’s Ralph Lauren advertisement
that brought to life the designer New York City boutique on Manhattan’s famous
Madison Avenue.
According to Wikipedia, “3D mapping/projection is any method of mapping
three-dimensional points to a two- dimensional plane,” with urban projection
mapping using the facades of building as the backdrop. Thanks to highly
advanced technology, with cameras that cost up to $500,000 each, video
projections can tell a story as well as market a product. The technique has
grown increasingly popular for advertisers, with business moguls such as Nokia
and BMW making use of the appealing technique to lure in consumers.
Although every Christmas UFA Assurances decks the walls of its landmark building
in downtown Beirut with traditional holiday lighting, UFA CEO Henri Chalhoub
wanted to try something different, said Nahas. He was set on doing a mapping
similar to those featured in other cities, but while such a venture was still
in the making, organizers suggested revamping the event into a local
competition between Lebanon’s up-and-coming visual artists.
The call for applications was in October and received more than 50 responses,
said Nahas, adding that jury members narrowed the number down to 15 finalists.
But rather than make selections according to a final product, members of the
jury chose participants based on their portfolio and a general concept that was
to serve as the basis for their video. Upon being selected, finalists began two
months of rigorous training. “We offered the finalists workshops that taught
them the basics and tricks of 3D mapping,” said Nahas. Even experts were flown
in from France just for the occasion.
“It was an amazing experience, and at the same time, a very big challenge,
because it is not like any other project,” said 25-year-old Dima Boulad, a
graphic and motion designer, whose projection was dubbed UFA Circus. “We ran
into a number of problems, which we had to research and overcome,” she said.
“And there was always a significant element of surprise.”
“When I work [on my projection], I can only see it on my screen. And in this
type of project, the artists could only see the final product during the
official launching,” noted Boulad, saying this was her first experience in 3D
mapping.
The event’s opening night attracted more than 3,000 people, as spectators
cheered and delighted in the fresh take on urban art. The concoction of lights,
sounds and music – itself a rich array of anything from trip hop, minimal,
electronic to more traditional classical music – was also a tribute to Lebanon,
as the opening video traveled back in time showing the country’s rich history.
“The most successful aspect of it is that Martyrs’ Square is not being used for
[another] political gathering or demonstration,” said Nahas. “This is a
festive, lively and magical moment that is being offered to the Lebanese with
no price tag and without limitation.”
It is nice to offer this to the Lebanese, who have a tough and stressful life,
she said, especially during this time of year.
“I wonder when they tested the projections,” said a member of the audience, as
she expressed her awe at the perfect synchronization between sound, light and
motion.
Lebanese-American Francis Debbane, a 26-year-old who lives in the US but comes
back to Beirut for a few days during the year, told NOW Extra it was very
impressive to see this type of work promoting local talent.”
In addition to the aesthetically pleasing aspect of the projections, the mapping
extravaganza also provides a platform for Lebanon’s artists, filmmakers, graphic
designers and architects to showcase their work to fellow expatriates, who are
back in town for the holidays.
“Have you ever seen 4,000 people gathered in Beirut like this for something
other than a political rally?” asked Nahas.
The UFA Mapping competition is taking place on December 28 until December 31, at
Martyrs’ Square in downtown Beirut. For more information, please visit here.
"When we cannot communicate, we get sick, and as our sickness increases, we
suffer and spill our suffering on other people."
-Thich Nhat Hanh
<><><><><><><><><><><><><><>
Kevin M. DeJesus
PhD Candidate (ABD)
Department of Geography
York University
4700 Keele Street
Toronto, Ontario
Canada M3J 193
Co-Editor, H-Net Mideast Politics
http://www.h-net.org/~midepol/
Mobile:
416-819-8850
Home Office:
31 Alexander Street
Apartment 202
Toronto, Ontario Canada M4Y 1B2
|