Moments of Magnification by ANDSTAAT

Moments of Magnification

Mesmerizing an audience by magnifying beauty. A dramatic window installation celebrates the iconic design, elegant details and stunning beauty of the Cartier Love Bracelet by magnifying its details in an extraordinarily crafted and luxurious way. Studded with its characteristic screw motif, the window contrasts the delicate design and refinement of the bracelet with the volume of the space.

Set against a stage in Cartier’s opulent red, a curtained backdrop pulls back to play the brand’s campaign film as the globes sparkle in the foreground. This sparkle was key – a carefully choreographed play on light among viewer, space, and product.

The design features three rotating ‘globes’ containing LOVE bracelets, each comprised of 12 magnifying glasses and assembled using traditional goldsmith techniques – breathing into the window the same level of craftsmanship as in the bracelets themselves. When approached by passers-by, the deep red curtains automatically open and disclose the image of the renowned Cartier Panther.

Project

Technical Production
JUR

Project Photography
Ewout Huibers

A Classic Remastered

Creating a theatrical centrepiece. The rich heritage of the famous Santos watch plays out in a visual narrative, centred on the product. From an outline of the iconic watch to an iconic, luxurious and layered storytelling window with room for variation and scalability. Strong composition, rigid use of colour and hypnotizing movement result in an stunning window display with stopping power.

The installation is inspired by the original Santos airplane. A tapered clean steel stage decorated with rivets hinting back to aviation aesthetics

draws your attention to the centre of the window, where a large rotating propeller functions as a dramatic backdrop for the product.

Project

Client

Cartier

Date

2018

Partners

Set Build
Set Company

Technical Production
J-U-R

Project Photography
Ewout Huibers

The Art Of Time

Celebrating the innovation and beauty of the Timex Intelligent Quartz Collection. A brief product movie to showcase the engineering and technology of a new Timex watch resulted in a travelling installation that brings the craftsmanship and design of the timepiece to life in an artful way.

Project

Client

Timex

Date

2014

Partners

Interactive Development
Mike Pelletier
Set Build
Studio53

Director Of Photography
Ram van Meel
Edit & Grading
Marlon Bos

The Windows Are
Watching You

During the 2012 Olympic games in London, Nike launched a series of revolutionary new products in the Selfridges department store. Each of the eight window concepts translated the main characteristics of the product into engaging interactive and/or kinetic art installations, inspiring fans to visit Nike+ House of Innovation at Selfridges.

Nike+ Fuelband — An artistic representation of the Nike+ FuelBand allowed passers-by to control a waveform, created by 24 rows of four balls hanging from custom-made metal rods.

Nike Flyknit — An interpretation of the knitting process as a kinetic sculpture, showcasing the lightness and adaptability of the Flyknit product. The waveform of the reflective wires varies as spinning motors connected to each wire change speed.

Nike Medal Stand — By surrounding the highly reflective Nike Medal Stand Jacket with a matrix of 74 strobe lights capable of displaying animated

bitmap sequences, the product is illuminated in a visually stunning way, referring to the flashing cameras at award ceremonies.

Nike Sportswear — With 55 individually controlled servo motors, a vintage solari-style scoreboard was transformed into a kinetic installation. As people walk past, the letters and numbers flick round to reveal the two quotes on the back and front of the flaps as well as the Nike Sportswear Collection behind the flaps.

Nike LunarGlide+ 4 — Showcasing the dynamic support of the new and improved Nike LunarGlide+ 4, the sole is extruded into a giant kinetic foam sculpture. Through the use of a computer-controlled linear actuator, the model slowly moves back and forth to emphasize the adaptability of the foam.

Nike+ Fuelband (Oxford street) — The Union Jack became a three-dimensional interactive installation. Mimicking the basic concept of the Nike+ FuelBand, the movement of people in front of the window causes LED tiles to fade from red to green. The more movement, the greener the installation.

Nike+ Lunar ESP — By employing custom-created software, two kinects and a hi-resolution camera, passers-by could experience Nike+ ESP technology featured in the Lunar+ ESP shoes without actually wearing the product. Jump high, get the data, replay the movie, and save it to the gallery.

Project

Client

Nike

Date

2012

Partners

Interactive Development
Random Studio
J-U-R
Set Build
Set Company

Collaborators
Nike Brand design

Press & Awards

Golden Cannes Lion - Design Point of Sale
Golden Lamp award ADCN

Triangular Grid

Creating a world of art to celebrate the launch of a new retail destination. For the official opening of the Kalverpassage in Amsterdam, which included the unveiling of the spectacular light art work by Sigrid Calon, we designed a special pop-up gallery, a publication, and exclusive items such as bespoke scarves. All completely in line with the style of the artwork: sleek, geometric and colourful.

Exploring the limits and possibilities of her iconic triangular grid was the starting point for the creation of a physical space and additional collateral. From conceptual and creative development through to production, the project included the editorial design for a limited-edition publication, tote bags and silk scarves featuring Sigrid’s iconic work.