An immersive installation is a work people don't just look at, they walk into: the whole space becomes the experience. It's also a form of sensory marketing, because color, scale and light change the way people feel a place. The usual corridor, the atrium of a public building, a mall's window: suddenly, whoever passes by is inside something else, and stops.
At the Paraná Court of Justice in Curitiba, southern Brazil, the building's atrium became a garden open to the public for two months, in honor of Mother's Day. Giant organza flowers in pink, peach and orange, with butterflies, lit up when daylight passed through the petals, and judges, staff and visitors stopped to take photos in front of a wall of white roses. At Shopping Crystal, also in Curitiba, the exhibition “Bem me Quero” marked the studio's return to Brazil after a season in the United States: giant roses in Italian crepe paper and a neon sign took over the main window.
At a new campus of Colégio Positivo, a school, about 50 giant leaves in yellow, coral and red come down from a 15-meter ceiling (49 ft), like autumn leaves falling over the playroom. And at the Vanessa Taques decor store in Curitiba, a 3-meter rose (10 ft) ended up on the living room ceiling, next to a cloud of white flowers.
Art installation, immersive experience or brand set: in every case, the scale is designed for the space, and the space becomes the reason to visit.
