Meet Sila Sveta, the team behind the Met Gala immersive...

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Meet Sila Sveta, the team behind the Met Gala immersive light installation. MET GALA just took place in Metropolitan Museum, and it turned out just as stunning as expected. As celebrities strolled the red carpet to the Costume Institute’s new exhibition, “Rei Kawakubo / Comme des Garçons: Art of the In- Between”, Vogue had some of the evening’s most prominent guests pose and flaunt inside its splendid video portrait studio. This immersive light installation was put together by Sila Sveta studio, and the creative director for the project was no other than Gordon von Steiner. The mutative projections on the installation celebrated Rei Kawakubo’s designs, patterns and general approach to art and fashion. Those mesmerizing animated visuals were coordinated with elaborate lighting cues and loud music; altogether they merged into one breath-taking alternative reality show. Needles to say, the list of celebrities to take their turn is impressive, including the Met Gala’s co-host Katy Perry, Madonna, Gisele Bündchen, Kim Kardashian, Kendall and Kylie Jenner, A$AP Rocky, Celine Dion, Vogue’s very own Anna Wintour, and many more.

Transcript of Meet Sila Sveta, the team behind the Met Gala immersive...

Page 1: Meet Sila Sveta, the team behind the Met Gala immersive ...silasveta.com/media/mediakit/Sila_Sveta_The_Met_Gala.pdf · Meet Sila Sveta, the team behind the Met Gala immersive light

Meet Sila Sveta, the team behind the Met Gala immersive light installation.

MET GALA just took place in Metropolitan Museum, and it turned out just as stunning as expected. As celebrities strolled the red carpet to the Costume Institute’s new exhibition, “Rei Kawakubo / Comme des Garçons: Art of the In-Between”, Vogue had some of the evening’s most prominent guests pose and flaunt inside its splendid video portrait studio. This immersive light installation was put together by Sila Sveta studio, and the creative director for the project was no other than Gordon von Steiner.

The mutative projections on the installation celebrated Rei Kawakubo’s designs, patterns and general approach to art and fashion. Those mesmerizing animated visuals were coordinated with elaborate lighting cues and loud music; altogether they merged into one breath-taking alternative reality show. Needles to say, the list of celebrities to take their turn is impressive, including the Met Gala’s co-host Katy Perry, Madonna, Gisele Bündchen, Kim Kardashian, Kendall and Kylie Jenner, A$AP Rocky, Celine Dion, Vogue’s very own Anna Wintour, and many more.

Page 2: Meet Sila Sveta, the team behind the Met Gala immersive ...silasveta.com/media/mediakit/Sila_Sveta_The_Met_Gala.pdf · Meet Sila Sveta, the team behind the Met Gala immersive light

Who did this The irreplaceable Vogue’s editor-in-chief Anna Wintour came up with the idea of an alternative photo booth last year, after having prohibited selfies at Met Gala for good. Photographer Gordon von Steiner, who blew up Instagram with his Met Gala’s fluorescent video portrait studio in 2016, directed the whole thing again this year. The new name in the mix you might be unfamiliar with is Sila Sveta. Here’s what you need to know.

The studio which is deeply into digital immersive experiences, wouldn’t miss a chance to play with your imagination. ‘Sila sveta’ is Russian for ‘Power of Light’ and the name doesn’t lie: these digital magicians seem to have mastered the power of light to perfection. Sila Sveta does it all: virtual reality shows, 3D projection mapping on landmark buildings, stage design for concerts and music festivals including Coachella, cutting-edge experimental light shows in abandoned factories and grand museum installations, such as ‘Mission Mars’ for Space Center Houston. They use their high-end technologies to turn dance performances into the dreamiest spectacles (see their eye-popping show for ‘America’s Got Talent’ in 2016). They even made entry to the Guinness Book of World Records, having created the largest projected image ever. The studio also operates in a number of other directions, constantly elaborating new ways of using light, and collaborates with some of the world’s biggest brands, including Audi, BMW, Panasonic.

Sila Sveta was created by Alexander Us and Alexey Rozov 10 years ago and started off as a projection mapping studio in Moscow, Russia. Now it’s a headmost conceptual design company operating worldwide with offices in Moscow and Los Angeles. Silasveta.com Company history

Gordon von Steiner: «When I found out that Vogue and the Met were honoring Rei Kawakubo, I knew we had to approach this year's installation in a different way. Rei has disrupted every idea of what fashion and beauty can look like, constantly breaking expectations. She was the driving inspiration for this project. We wanted to follow her lead and do something different.

The idea was to create a video installation where the environment would be able to adapt to the person who enters it. Rei's work spans such a vast variety of designs and themes, and I wanted the videos to have a similar feeling. When the person steps inside the installation, it should be able to transform from minimalist to maximalist, colorful to monochromatic, beautiful to bizarre. I got it touch with @silasveta to design a space that could do exactly that».

Paulina Zakh, Business Development Director at Sila Sveta:«We worked closely with Gordon Von Steiner and his fantastic team. We were all inspired by Rei Kawakubo notable designs and her great heritage in the world of art and fashion. We wanted to celebrate the aesthetics, the colours, the texture, chaos and concept, the avant-garde. Having new technologies in our hands, we aimed to create a digitally immersive experience so people can actually feel the design and see how the prints create the whole different world.

When Gordon contacted us, one of his main goals was to create a very different environment so the viewer cannot really understand how the installation works. We wanted to get a bit lost in space and travel in time and styles».

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Credits:

Video:Creative director — Gordon von SteinerProducer — Kelly McGeeOperator — Todd Banhazl

Digital Art:Art Director — Stas BashkatovSupervisor — Oleg BarankinMain Designer — Sasha PogrebetskyCreative Producer — Alexander UsTechnical Production — Dmitry Petrov, Maxim Tulin, Denis AkopovMultimedia Producer — Paulina ZakhProject Manager — Sveta YermolayevaProducers — Alexey Rozov, Andrey Kostyuk

For more information please contact:Pania Kirillina

+7 968 641 37 [email protected]