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ADC's Steampunk Exhibit Makes You Work for the Art

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SID LEE constructs interactive exhibit to showcase winners of ADC Awards

ADC's Steampunk Exhibit Makes You Work for the Art

ADC is transcending industries once again, with a one-of-a-kind traveling art exhibit that puts the design ahead of the content. This traveling exhibit showcases the winners of ADC’s 93rd Annual Awards, but in a completely interactive installation executed by a creative team at global ad agency SID LEE.

The steampunk-themed, three-piece installation makes you work for a sneak peek of the winning work and just premiered for the first time in Barcelona. SID LEE (best known for its innovative work on brands like Adidas, Red Bull, Absolut Vodka and Cirque du Soleil) constructed simple machines that require user-interaction to bring the work to life. For pictures of the installation in action, check out ADC’s Instagram page, they’re posting real-time shots of people in action. The Installations are:

- Bring the beat: A motion and interactive piece, Visitors play a harpsichord-inspired instrument to trigger the Motion and Interactive winning work, which is projected onto a facing wall with each note

- Honey, I shrunk the art: The Design, Photography and Illustration winning work was shrunk down to miniature sizes, and viewers look into a structure (part pinhole camera, part carousel, part light box and part microscope) that magnifies individual pieces.

- Take a ride on the wild side: The Advertising winners take a little more effort, encouraging viewers to hop a recumbent bicycle-structure and pedal enough energy to project the winning advertising work onto a facing screen

After Barcelona, the exhibit will move London and LA, and then back to ADC’s home gallery in New York City for the summer.

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