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"MAGIC BOX" State Grid - Expo 2010

Committed to the visionary motto of the Expo 2010, “Better City, Better Life”, the Chinese energy distributor STATE GRID presents itself with a forward-looking architectural statement, which conveys the philosophy and the vision of the company using strong images.

Tamschick Media+Space GmbH together with m box was responsible for the digital design of the MAGIC BOX, the pavilion’s centrepiece and for the MAGIC GRID, the building’s LED outer skin.

Inside the MAGIC BOX – a 20 m x 20 m cube – the viewer appears to float while standing on a glass floor and is taken on an imaginary journey through the cosmos of energy. High-resolution LED screens on all six sides of the cube conjure up a tightly woven net of images that deal with the source and exploitation of energy, its transport into the cities of the future right up to the central human element. This is repeatedly punctuated by abstract elements and a pulsing grid made up of streaming energy, which seize upon the three-dimensionality of the space, transform it and in an almost deconstructive sense – redefining it.

A Tamschik Media+Space GmbH production in cooperation with m box bewegtbild GmbH and under the overall conceptual direction of Atelier Brückner. Music: Idee und Klang.

Awards: ADAM, 2011, Gold, Kategorie XL, ADC, 2011, Silber, IF Award, 2011, Communication Design Award, Red Dot Design Award, 2010, Auszeichnung: Animated Com Award, 2012, Kategorie: Kommunikation im Raum