Release year: 2017
Ludwig-Erhard-Zentrum, Stiftung Ludwig-Erhard-Haus
neo.studio neumann schneider architekten
Tasks TAMSCHICK MEDIA+SPACE GmbH:
Creative direction, concept, design, storyboard, interface-design, motion design, animation, music, sound recordings, programming, implementation, hardwareplanning, projectmanagement
Creative direction: Charlotte Tamschick
Concept: Mattis Völker, Cornelia Vossen
Art Direction: Marc Osswald
Motion Design: Marc Osswald, Steffi Lockner
Projectmanagement: Carsten Schildwächter
Musik und Sounddesign: Mattis Gutsche
Mediaplanning: Sebastian Regenauer
Programming VVVV: Daniel Huber
Digital Future Space / Ludwig-Erhard-Zentrum
interactive, participatory experience
Ludwig Erhard is known as the father of the social market economy, a form of economy currently taken to the next level. The exhibition at the Ludwig Erhard Center in Fürth, documents life and work of the German post-war politician. The new annex building sets his famous philosophy in context with today’s social and economic topics.
DIGITAL FUTURE SPACE is an environment to contemplate the future. Especially young audiences are playfully introduced to topics like globalization, digitization, demographic change and sustainability.
As the world gains density, are we all irreversibly connected? Are we transparent target groups or secured individuals? To overcome the distance to complex topics like these, the spectator is being embraced by a panoramic projection surface. Its associative imagery is an aestheticized typology of thematic terms, quotes and graphics, representing the presence and anticipating the future.
A spatially perceptible quiz begins, inviting the spectator to form an opinion on given statements. Representative statements, expressing agreement, skepticism or disapproval, are related to interactive fields on the ground, quoting different opinions. The spectators become participants, and their choice will determine the course of the projection.
At the installation FUTURE FACE, participants take a selfie, which is transformed in the exhibition’s visionary aesthetics and set in context with the future. Combined with a personal wish it becomes an individual souvenir.
The awareness-raising, multi-sensory staging, applying most innovative technology in a thoughtful, balanced way, will leave a sustainable impact with the audience, following the visionary spirit of Ludwig Erhard.
The Ludwig-Erhard-Center (LEZ) in Fürth documents the life and work of the so-called father of the social market economy. In cooperation with the architects of NEO.STUDIO, TAMSCHICK MEDIA+SPACE created the experience DIGITALER ZUKUNFTSRAUM for the permanent exhibition. The complex subject of the exhibition raises the question of how enthusiasm is generated through complex political and socio-economic contexts, and how young visitors can be reached and brought to interaction within a range of topics that includes past, present and future.
A projection surface, 15 meters wide and 3.5 meters high, with laterally adjacent reflection surfaces, blurs the boundaries of the real space with those of the projection. The visitor is invited to immerse playfully into the informative experience.
The production begins with introductory sequences. The associative imagery of the large-scale projection - an aestheticized typology of thematic terms, quotes and graphics – explains the presence and anticipates the future. The viewer is introduced to dynamic social topics such as Demographic Change, Globalization, Digitization and Sustainability.
In the following, three characters appear: An entrepreneur for instance talks about the opportunities of digitization, a student expresses concern about the security of his personal data, and a bookseller shows concern regarding the speed of change.
A spatially perceptible quiz, which sets in during the course of the 15 minute media production, opens the threshold between observation and participation, for visitors of all ages. Participation replaces passivity, and one's own position, for example on the future of the Social Market Economy, can be explored playfully.
By physically entering one of the answer-fields appearing on the floor, the participant actively controls the course of the film projection. Showing the consequences resulting from personal opinions, the receptive staging is being transformed into an educational-interactive one.
Before leaving the exhibition, visitors have the opportunity to leave their self-portrait and a personal message, addressed to a virtual posterity. At the installation ZUKUNFTSGESICHT (FUTURE FACE) positioned opposite the main projection screen, the participant takes a photo of himself on a large-format touch screen, super-imposed with the texture of the exhibition’s visionary aesthetics and set in context with the future. Combined with a personal wish for the digital tomorrow entered via on-screen keyboard, the photography becomes a very personal souvenir, sent to the visitor via e-mail.