Commercial Integrator February 2023 - 34

DVLED Digital Art
ways because it's now customizable, " he
says, " where we can make shapes and
curves and strips and horizontal stripes.
[DVLED] has created this palette of shapes
and geometry that artists and designers
can use to paint landscapes. " In Conte's
mind, this unlocks incredible creative potential.
He mentions, for example, opting
for stripes of a 40-foot videowall instead
of a complete, rectangular image. Yes, this
might result in a 50% cost savings, but, far
more importantly, it gives an opening to
engage the viewer's imagination. " Let your
eyes do the magic, " Conte smiles. " You
don't need to pound people in the head
with the image. You can give people pieces
of the image, and they'll fill in the rest. "
Digital Art's Continued Proliferation
DVLED leaders are continuing to push
the boundaries of digital imaging;
experiential technology companies are
embracing their role as storytellers; and
digital creative specialists are developing
immersive content that stirs the soul. As
such, there's little doubt that digital art will
proliferate in the years ahead. Lynch points
to the popularity of the touring Van Gogh
Exhibition: The Immersive Experience -
it has welcomed more than five million
visitors - as proof that people are actively
seeking out these experiences. He also
cites Fête des Lumières (Festival of Lights)
in Lyon, France, a multi-day spectacular of
luminous wonderment. " I think there's really
just some deep need for people to go
out to see and experience art at that level, "
Lynch declares. " It wouldn't surprise me
if we start seeing more lobbies and public
spaces look a lot like those installations. "
Meanwhile, Conte has his eyes on
airports and other transit hubs, saying
LED-based digital-art projects in those
locations has been a huge trend. He gives
Los Angeles International Airport (LAX) as
a prime example. Electrosonic, in partnership
with Moment Factory, Digital Kitchen
and Smart Monkeys, brought to life a
set of displays and columns that didn't
merely share data but, more importantly,
introduced digital art into the west coast
transit mecca. With these deployments
burnishing digital art's luster, it likely
won't be long until we see more exhi34
DVLED
is an exceptionally effective canvas for digital art, particularly because of its
high brightness and remarkable image consistency.
bitions in outdoor malls, public plazas,
courtyards and other environments.
" The artists and designers are using LED
technology as kind of an artist's palette, "
Conte observes. In so doing, they are
transforming out-of-home environments
into can't-miss attractions. Take the AT&T
Discovery District in Dallas as just another
example. Outfitted with SNA Displays'
EMPIRE Exterior technology on a massive
media wall in the outdoor plaza, and
BRILLIANT Interior displays throughout
The District's lobby, AT&T has chosen to
rely mostly on astonishing digital art from
Moment Factory, artist Refik Anadol and
Commercial Integrator FEBRUARY 2023
many other content superstars, all in service
of enhancing their presence in Dallas
and online.
As Sapienza notes, digital-art deployments
truly elevate a space. They provide
unique branding opportunities, create
immersion, and enhance architectural and
interior design. " It creates mystique and
power in a place, " he says.
That leaves Lynch feeling bullish about
creative technologists' power to foster a
more imaginative, artistic world. " We're
going to see a lot of beautiful new digital
art all across the world, " he declares. " The
future is brilliant. " CI
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Commercial Integrator February 2023

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