Returning from their company visit to LUX, the immersive experience currently showing at 180 Strand, Marble reflects on some of their stand-out moments.
Marble take on LUX at 180 Strand
Exhibitions which display cutting-edge technology like LUX are truly inspiring for us at Marble; they show us where the future lies for the experience industry. It’s also a huge celebration for artists who are breaking boundaries to discover what role light, sound and tech plays in transporting the visitor to another realm.
LUX unites 12 world-renowned artists, who aim to blur the boundaries between the physical and digital worlds using immersive technology. The raw, brutalist space of 180 The Strand – a venue that we regularly work with for our live events – is quite literally a blank canvas for this exhibition, making sure the sensory and visual focus is on the artists’ work only.
As you move around the space, dimly lit – almost pitch black – passages take you between each of the installations, so your brain is completely illuminated with sensory overload as you go from darkness to seeing every colour on the spectrum, and having incredible music fill your ears.
Courtesy of Carsten Nicolai, (Unicolour, 2014)
“The digitisation of data patterns through AI, personifying them through a murmuration style visualisation is something I found to be very impactful,” says Comms Account Manager, Amelia, “It was a very powerful demonstration of fluctuation and change of data that can be communicated to a much wider audience through movement, rather than just the arbitrary graph or set of numbers that we are used to be seeing.”
“The artists in LUX are working at the very cutting-edge of digital technologies, using artificial intelligence, generative and interactive algorithms, dimensional sound and optical illusion to create a new kind of artistic experiences,” says Dr Jiyoon Lee, LUX Curator and Director of SUUM Project. We definitely enjoyed seeing the use of AI to take these installations one step further. Head of Technical & Production, Becky, says one of her favourite parts of the exhibition was seeing the 100 OLED screens used to bring LUX to life.
Starry Beach, 2020, Courtesy of the artist and Kukje Gallery
Marketing Coordinator, Hattie, says her highlight from LUX was Hito Steyerl’s This is The Future (2019) – the series of video sculptures were generated by neural networks: computer systems modelled on the human brain and nervous system, which were programmed to predict the future by calculating the next frame in the video. The artist used this Artificial Intelligence to create a series of ‘predicted’ plants that are located precisely 0.04 seconds in the future. Marble Intern, Marina, also found this installation one of her favourite parts of the exhibition; “the see-through cinema screens were also a brilliant touch, which I’m sure we could incorporate into lots of different events in the future.”
The team were totally mesmerised by LUX, which is, on the surface, of course playful and creative, but also gives us an insight into the trends we’ll see over the next 12 months for experiential activations. The technology used transported us to a fantasy world, which is so necessary to allow for imagination and escapism as we move back to live events. The oversized installations enabled each of us to get lost in 180 The Strand even just for an hour or two, and as a team we left feeling inspired, energised and ready to start off 2022 with an (experiential) bang.