November 2008
As envisioned by Motorola and designed by Ben van Berkel, co-founder of UNStudio, the Time Out of Scale installation was unveiled today in London, creating an immersive environment inspired by AURA, the new, classically designed premium mobile device from Motorola.
Inspired by luxury watches and timeless design, AURA is a unique handset that breaks convention and re-establishes artistry in mobile device design and manufacturing.
The handset’s fine craftsmanship and industry’s first circular display were the inspiration for Amsterdam-based architectural practice UNStudio.
When engaged by Motorola to create a bespoke installation that immerses the public in an individual sensory experience, UNStudio instituted techniques and materials to bring the imagination and inspiration of AURA to life.
“One-of-a-kind projects offer architects an opportunity to break constraints and explore concepts that are both challenging and unprecedented,” said Ben van Berkel, UNStudio’s principal architect.
“Taking AURA as our inspiration, the installation has enabled us to explore and deconstruct the themes of time and craftsmanship beyond what is ‘known’ and to create an ‘experience’ where anything seems possible.”
Within the installation, time is represented by rhythmic changes in sound and imagery. The seamless white space, with its large convex eye at one end, combined with projections and music create a setting in which visitors can lose themselves.
“To celebrate the launch of AURA, we wanted to create an experience that reflected the unique qualities of the device but also something that pushed the boundaries of design,” said Jim Wicks, corporate vice president and director, Consumer Experience Design, Motorola.
“UNStudio created a truly brilliant installation, and we hope as many art and design lovers as possible come to St Martins Lane hotel to experience it for themselves.”
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