When the Museum of Design Atlanta reinvented itself at an impressive new Midtown location, Primal Screen was proud to welcome such an important institution to our neighborhood. Since then we have provided all the digital signage and environmental branding for MODA.
As the new space neared completion we worked with architects Perkins+Will to create digital and interactive signage throughout the museum. We envisioned a long, horizontal, four-screen array, along with a digital patron screen, for the lobby. Throughout the show space, multiple large touch screens provide interactive moments which supplement each exhibition with videos and opportunities to explore.
The lobby’s screen array cycles through a variety of elements including effervescent logo animation, promos for upcoming events and current exhibition information. MODA has trusted our vision, giving us free reign to create each piece within their brand standards.
All elements feature the Museum’s red, black and white color scheme. We use a variety of animation techniques (2D and 3D), to achieve a bold, flat look. Calling on our experience creating broadcast branding, we devised imaginative ways to generate and sustain interest throughout the cycle.
On the interactive screens, we’ve created a number of cool opportunities for patrons to learn more about each exhibit’s subject. One such experience accompanied the Museum’s Wire and Wood exhibition which examined electric guitar design.
We built an interactive kiosk called Exploded Guitars. Patrons choose among three iconic instruments: the Fender Stratocaster, the Gibson Les Paul and the Rickenbacker 360 12-string. As patrons see their chosen instrument disassemble, they can zoom in on any component and learn more.
The Exploded Guitars proved popular, even surrounded by all the real guitars on display. Better still, the technology we developed for the exhibit served as a springboard for future projects with other clients.
Skate It or Hang It surveyed the development of skateboarding, with hundreds of skate decks on display. Patrons curious about the many skateboard tricks the exhibition referenced could activate the Pick-a-Trick interactive display to see demonstrations.
Text Me: How We Live in Language was a fascinating art exhibition curated by design superstar Debbie Millman. This show sought to examine the role of printed and written text in culture. During Text Me MODA displayed text-based works by more than 60 artists including Ed Ruscha, Chris Ware, Jean-Michel Basquiat and …well, us.
We created Wordplay, a projected interactive experience that stretches the length of a 60-foot wall. Glowing words flow across the darkened room with text coming from a short story by Millman herself. But don’t attempt to read it, because when approached, the words churn and eddy with body movement.
Patrons young and old enjoyed hopping and spinning in a snowstorm of words. Once more, the technology we built found its way into a number of other projects thanks to our involvement with MODA.
Primal Screen has always enjoyed a close relationship with the AIGA (American Institute of Graphics Arts). We honored the association’s centennial with a special exhibition curated by us and AIGA president, Sean Adams.
Featuring hundreds of artifacts, many never before seen by the public, the show traced the history of the AIGA, as well as modern graphic design itself. We built the entire exhibit, including layout, design and displays.
Nuts and Bolts
MODA also relied on our engineering expertise. We spec’d, installed, maintained and updated all screens throughout the Museum. After all, a design museum ought to have some pretty cutting-edge design.
While we’ve contributed a great deal to MODA we’ve also been able to use the space as our laboratory for building next-gen electronic signage and environmental design.