Chevrolet Menlo EV Launch

LIVE MEDIA PERFORMANCE
2019

Chevrolet Menlo EV Launch

LIVE MEDIA PERFORMANCE
2019

This live performance was commissioned by Kingway Live Events for the launch of two new cars from Chevrolet: Menlo EV, the brand's first electric vehicle available on the Chinese market, and the crossover Blazer, an off-road vehicle inspired by the sporty lines of the Chevrolet Camaro. The aim of the project was to create an interactive performance that represents the values of eco-sustainability and dynamism represented by the two cars, and to enhance the client's brand identity.
ol 21 copy copy2
To do this, we focused our research on flows inspired by fluid dynamics and the visualisation of the exact position of stars in the Milky Way via datasets, and the computational simulation of biological systems in nature. The dynamic and changeable characteristics of these systems, together with the ability to read external inputs in real time through sensors, enabled the development of a coherent and constantly evolving narration.

The performance is aligned with the ideologies of fuse* in the digital and performing arts: to make the connection between light, space, movement and interaction. Thus, guaranteeing the performer's freedom of expression and improvisation margins was one of the core tenets of our research. The result was immersion for the viewer into a unique narrative in time and space, deeply rooted in the "here and now".ol 8

Production: Kingway Live Events
Client: Chevrolet
Direction:
Mattia Carretti, Luca Camellini 
Software: Luca Camellini, Matteo William Salsi
Hardware Engineering: Luca Camellini, Matteo Mestucci 
Performer, Choreographer: Elena Annovi 
Project Management: Ichun Yeh / Sozo Artists
International Premiere: Chevrolet 2019 Car Launch / Hefei, CN