Amsterdam – It looked like a normal enough booth, except for the light projection on the floor. As soon as you walked in, though, the luminous streaks seemed to energetically welcome you, forming speedy and unpredictable rings around your footsteps.
That explains why, with no prompt nor prod, you could pass by and find grown men and women in very smart clothing dancing to no music and hop-skipping to no concern.
It was meant to be that way: NorthernLight mischievously chose the recent edition of our Frame Lab to debut its latest interactive installation, Let’s Get Physical. As their reasoning went, if you could get tense architects prepping for their Frame Awards presentations or suited-up furniture-brand executives to play along with the aurora floorealis, this piece could be a hit with any type of audience.
People grasped the concept without explaining
The Dutch company is known for its large-scale immersive stories – Amsterdam tourists might have come in touch with them before via the projection mappings of the Brew You ride at the Heineken Experience, as well as the nerve-wracking swing on a high-rise rooftop overlooking the IJ. But this one was charmingly simple in its deployment and primal in its purpose: the goal was to get people to stop overthinking and start undercounting personal space. ‘We aspired to touch hearts and activate hands,’ explained Matteo Renna, the installation’s main designer. ‘And people grasped the concept without explaining.’