Le Prado

shopping experience

When reality and virtual turn a green wall into a spectacle.

Located near Marseilles’ Velodrome Stadium and Parc des Expositions, Prado is an exceptional shopping venue that opened this spring. Designed by architects Benoy and Rogeon, Prado was imagined as a commercial street with an eco-friendly canopy rising 30 meters above the ground, giving visitors the comfort of shopping indoors and outdoors. 7 million visitors are expected annually and are invited to discover prestigious brands, restaurants and exclusive pop-ups.

In this remarkable ouvrage, KLEPIERRE entrusted ADMEMORI with the design of a digital artwork that invites Prado’s visitors to live a “poetic” experience during their shopping journey. Specifically, in the atrium of the Prado, a large green wall is home to a giant screen broadcasting an artistic film designed by the Parisian digital art studio ADMEMORI.

This artwork replicates the texture of the plant wall hence creating confusion between virtual and realily such as a textured plant window trompe l’oeil. The digital window opens itself in a plural way to give way to three poetic paintings: Water Fall (a soothing cascade), Blue Ocean (maritime vibrations) and Bubble Sphere (an aerial landscape). It closes successively between the artistic paintings as if the vegetation regained its rights. This artwork tends to make the Prado a place of life where pleasure and emotion mingle with the shopping act.

Benefits:

• Contribute to making Prado a pleasant place to be
• Increase the desirability of physical trade
• Create a distinctive & poetic digital signature
• Enhance the architectural experience and add value to Prado’s leasing spaces

 

CLIENT : KLEPIERRE     LOCATION : Marseille – France     DATE : 2017

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