VIDEO INSTALLATION ASSIGNMENT 1

Video Installation Theory

As an art form, Video Installation is a really interesting one, that not many people have fully experienced yet. I believe it has great potential if the right artists get involved with it. With that said, there are already some amazing artists using this medium and have a lot to show. Here's an example of some great use of video installation, from Sonia Falcone and displayed in Biennale, Santa Cruz Bolivia.

Here's another brilliant example of video mapping, another form of video installation, which was done in London at a concert for the Queen. The installation features a projection mapping onto Buckingham Palace as Madness, the band plays from on top of the roof. It was a fantastic addition to the concert and something which hadn't been seen before by many of the people in the crowd.

This installation is put in place with good intentions, to celebrate the Queen's Diamond Jubilee. It is projected over the full palace, which also acts as a brilliant backdrop to the concert stage which is going on just in front of the gates at the end of the Mall. 

There is great technique being used with this installation, as it is a very large scale production. I assume there are various projectors being used on this, all calibrated together to play in sync with the music. The artistic design of the piece has been designed brilliantly to give it a comedic, fun touch which the public viewers can all enjoy.

I really love this piece, as I remember watching it live on TV I was amazed by the design and scale of the installation and I think it came as a big surprise for a lot of the viewers because it's something that hasn't been used too much in the past. I think the style the artist chose to use for this piece was perfect for the situation and it paid off as many people were talking about this for weeks after it had happened as it was such a spectacle. 

Above is another great example of the many ways video installation can be used. Ralph Lauren projected a catwalk and many other products on the front of their building in Bond Street, London as people outside watched the spectacle in awe. The display is a really interesting way advertise their products and brand as they were also using it as a celebration of 10 years of digital innovation. The video has gained over a million views all over the internet as people were interesting to watch their unique display.

This video compared to the first video I linked with the artist's work are very different in many ways. The first video showed how an artist wanted to be represented and it was a medium for him as an artist to express himself through projected video, which he did in very interesting and imaginative ways. Not to say that this last video wasn't imaginative or interesting, because it really was, it's just that they were both done for different reasons and contained different content, too. Ralph Lauren were using this as an advertising tool, which I think has worked really well for them and I actually think this type of advertising should be done a lot more as it could be great to see on different walls and buildings in cities or towns. However, I love the first video and how he's expressing his art by using a unique medium, as we are living in a world of growing technology, I think it's interesting and cool to see artists picking up these pieces of everyday equipment that we use and giving them a whole new meaning, all in the name of art.