Impressionist Treasures Experiential Installation by Stefan Canuel |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Impressionist Treasures PRIMARY FUNCTION: Experiential Installation INSPIRATION: The inspiration behind our experiential installation was based in part on the fact that the impressionist painters were the first outdoor painters in art history. The installation recreated the inside of the gallery setting with wooden flooring and gallery benches that morphed into a large wooden frame surrounding an outside plein air scene with an open easel and painting in-progress. The aim of the experiential activation was to transform the public space at the Constitution Square into a standalone, interactive brand installations that attracted and engaged people. The installation tagline was See the Real Treasures… at the National Gallery of Canada (referring the exhibition title: Impressionist Treasures). UNIQUE PROPERTIES / PROJECT DESCRIPTION: For the first time, the Gallery turned the tables on the concept of attracting viewers to the Gallery, and instead, brought the Gallery to the viewers. Aside from generating memorable experiences by inviting passers-by to sit and immerse themselves in the painting, and, indeed, meant to conjure up the sensation of being in the plein air landscape itself, the experiential installation was designed to reach and entice new Gallery audiences to come see the original at the Gallery. The experiential installation was even equipped with three interactive iPad kiosks where visitors could play a Art Match quiz developed in-house by the NGC team. In addition to the several artist demos to activate the display at Constitution Square, the Gallery organized similar demos and drawing activities during the Labour Day weekend that were delivered at other locations, and discount coupons were distributed at the activation display to encourage additional Gallery visitation during the last week of the exhibition. OPERATION / FLOW / INTERACTION: The National Gallery of Canada’s mandate is to make art accessible to all Canadians. The experiential installation sought that goal by introducing Canadians to art in a tactile, sensory way that we hope will inspire curiosity in the long term. As noted above, the Gallery’s Impressionist Treasure’s Marketing Campaign was distributed over many channels and resulted in a significant increase in connection to the Gallery’s current and desired audiences. As noted above, the Gallery’s Impressionist Treasure’s Marketing Campaign was distributed over many channels and resulted in a significant increase in connection to the Gallery’s current and desired audiences. As noted above, the Gallery’s Impressionist Treasure’s Marketing Campaign was distributed over many channels and resulted in a significant increase in connection to the Gallery’s current and desired audiences. PROJECT DURATION AND LOCATION: The project started in December 2017 in Ottawa and finished when the exhibition open in May 2018 in Ottawa, and was displayed in Ottawa at the Constitution Square until September 2018. |
PRODUCTION / REALIZATION TECHNOLOGY: A significant amount of work went into ensuring that the three-dimensional scenery was faithful to the original Corot work. Other design elements were added to enhance the space itself, for example, a faux wood finish around a planter was created to better integrate it into Corot’s landscape, more fences were added, and the main NGC logo was illuminated on the set. The hole set was based on a work by artist Jean-Baptiste-Camill SPECIFICATIONS / TECHNICAL PROPERTIES: 550 square feet set design installation; Decorative materials such as curtains, streamers, fabrics, cotton batting, straw, wood, vines, leaves, stalks, tress and moss, all noncombustible or endered with commercially available products. The fabrication was done off site at Productions Double Effets the two months prior the installation. The installation took part over two full days at the Constitution Square. TAGS: Advertising, Display, Marketing, Installation, Experiential, Pop-up, Promotional, Campaign RESEARCH ABSTRACT: Our design process began by identifying the Constitution Square audience and looking at various uses of the lobby. We additional looked for that “point of difference” that would transform the lobby into an experience. The NGC team then proposed showcasing our main summer exhibition, Impressionist Treasures, with a promotional props display based on our print campaign. CHALLENGE: A tight deadline and a limited budget required innovation and creativity to find the best way to make the lobby an inclusive, inviting destination. Fabrication also had to happen quickly: we had 4 weeks to produce everything before the 2-day installation period. A significant amount of work went into ensuring that the three-dimensional scenery was faithful to the original Corot work. Another issue was to make it so nothing could be attached to any part of the building, everything was safely free standing. ADDED DATE: 2019-03-27 16:44:43 TEAM MEMBERS (6) : Design & Art Direction: Stefan Canuel, Set Designer: Anastassiya Shamina, Web Designer: Mark Maloney, Web Developer: Shahin Kahriz, Digital Content Creator: Joelle Audet-Robitaille and IMAGE CREDITS: Stefan Canuel, 2018. |
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| Visit the following page to learn more: https://www.youtube.com/watch?v=-E-4I6EE |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: National Gallery of Canada PROFILE: The strength of the National Gallery of Canada lies in its collection of art, especially Canadian art, and its accessibility to the public across the country. The collection must be expanded, preserved, interpreted, and used extensively by the public for pleasure and understanding, for research and the advancement of knowledge. |
| AWARD DETAILS | |
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Impressionist Treasures Experiential Installation by Stefan Canuel is Winner in Advertising, Marketing and Communication Design Category, 2018 - 2019.· Press Members: Login or Register to request an exclusive interview with Stefan Canuel. · Click here to register inorder to view the profile and other works by Stefan Canuel. |
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