[Translate to English:] Reda Gala Dinner | Videomapping | Milano 2018

Reda Gala Dinner | Milano 2018

Mou Factory for AM Production
Milano | Fabbrica Orobia 2018

For the 2018 Gala Dinner, AM Production conceived an immersive event for Reda, through a sophisticated and innovative use of videomapping.
The location, an old converted factory, was completely filled with light, using very suggestive and evocative animations, which drew inspiration from the customer’s moodboard for their 2018 fabrics collection.
Gardens and their different identities are the main theme of this collection: the "Spontaneous Garden", with the aesthetics defined by Piet Oudolf in his famous High Line in New York.  We were inspired by New Wave Painting, founded by him, to stage the first room, which also had a floor mapping featuring the customer’s amazing images.

The second room offers an intimate and material take on the "Atomosphere" theme, completely dedicated to the Giverny Garden painted by Claude Monet.  However, a rarefied, conceptual and extremely vertical mapping is opposed to the vivacity of an interactive slide, that plays with elements which were very special to Monet, like water lilies and koi carps, in a very Japanese symmetry of opposites.

The other two themes of the collection, “Studio” –  which investigates geometries of thought that provide the garden design with sternness –  and "One Of a Kind" – which celebrates the value of uniqueness – have been masterfully expressed by AM Production’s skillful staging.