Croatia Now – Multidisciplinary Conceptual Design of the Presentation of the Republic of Croatia on the International Exhibition Expo 2012, Yeosu, Korea
Autor: Tihomir Jukić
The presentation of the Republic of Croatia at the international exhibition Expo 2012 has been envisioned as visualization of reality, truth, and without particular mounting interventions into which life by the seaside really represents in Croatia, as we speak... Hence the motto and the title of the presentation is Croatia Now, which in terms of communication suggests authentic real fact of life happening in this very moment. Considering the such original character of the communication intervention in which the grip in the existing information was reduced to minimum, the visual identity of Croatia’s presentation is based on the experiences of pop art: ‘Croatia’ is written in accentuated letters, and ‘Now’ in red letters resembling lines on electrocardiogram.
The concept of Croatia’s presentation at EXPO 2012 is based on displaying realistic images in real time from some ten locations on the Adriatic coast. Cameras have been put on these locations, which via telecommunication technology send images to the Croatian pavilion of EXPO in Korea. In the pavilion images from real locations and in real time are shown on the main screen, with the actual sounds from those locations and with occasional discharge of scents typical for the particular location.
Apart from being displayed on a big screen, with designation of the current location on Google’s map and display of both Croatian and Korean local time, the images are also shown on a smaller screen.
Images from real locations alternate on the big screen every fifty seconds which provides slightly meditative experience of the concrete space in concrete time. Beside the main image, there are smaller screens where, following the rhythm of alternation on the big screen, different smaller images alternate which additionally describe the natural splendors, culture, worldview, products and lifestyles related to the location. Unlike the image on the big screen, here very often artistic photographs also alternate, which cadre and seize a moment in a much better and detailed manner. The emphasis is on the image, and all shown products can be bought in the shop as souvenirs.
Although the emphasis is put on visual experience, the conceptual design of the Croatian presentation comprises olfactive, tactile and auditive senses in order to enhance the experience of Croatia in one particular moment. They all follow the visual displays both on the main and on the small screens. The olfactive senses are based on natural scents that represent the ecologically preserved Croatian landscape and traditional customs. The tactile experience lays in the design of the pavilion’s floor which simulates walking in shallow water i.e. beach, which simultaneously entices auditive senses. Water cubes where on which the visitors can seat also stimulate ‘repost’ on the sea surface. Auditive senses follow the image from the screen (sound of waves, chirring of crickets, murmur at the Split marketplace, cultural manifestations). In the background of the real sound, one can hear the sound of violoncello which, towards the end of the alteration cycle of 15 images from the real location, intensifies in sound. In the composition especially created for this occasion and performed by 2Cellos (Luka Šulić and Stjepan Hauser), the entire cycle culminates in crescendo and ends, after which there is an empty screen.
The time difference taken into consideration, the daily program in the pavilion was divided into two parts: Dreamtime and Realtime. The first part, Dreamtime, shows selected, slightly fantasy-like locations in the night which enwraps Croatia at that time, but the light and the sound create somewhat dreamy atmosphere which in the little screens is being additionally and informatively supported by elements of culture. Realtime, on the other hand, shows daily images after dawn, with all typical daily activities.
The concept of Croatia’s presentation at EXPO 2012 is based on displaying realistic images in real time from some ten locations on the Adriatic coast. Cameras have been put on these locations, which via telecommunication technology send images to the Croatian pavilion of EXPO in Korea. In the pavilion images from real locations and in real time are shown on the main screen, with the actual sounds from those locations and with occasional discharge of scents typical for the particular location.
Apart from being displayed on a big screen, with designation of the current location on Google’s map and display of both Croatian and Korean local time, the images are also shown on a smaller screen.
Images from real locations alternate on the big screen every fifty seconds which provides slightly meditative experience of the concrete space in concrete time. Beside the main image, there are smaller screens where, following the rhythm of alternation on the big screen, different smaller images alternate which additionally describe the natural splendors, culture, worldview, products and lifestyles related to the location. Unlike the image on the big screen, here very often artistic photographs also alternate, which cadre and seize a moment in a much better and detailed manner. The emphasis is on the image, and all shown products can be bought in the shop as souvenirs.
Although the emphasis is put on visual experience, the conceptual design of the Croatian presentation comprises olfactive, tactile and auditive senses in order to enhance the experience of Croatia in one particular moment. They all follow the visual displays both on the main and on the small screens. The olfactive senses are based on natural scents that represent the ecologically preserved Croatian landscape and traditional customs. The tactile experience lays in the design of the pavilion’s floor which simulates walking in shallow water i.e. beach, which simultaneously entices auditive senses. Water cubes where on which the visitors can seat also stimulate ‘repost’ on the sea surface. Auditive senses follow the image from the screen (sound of waves, chirring of crickets, murmur at the Split marketplace, cultural manifestations). In the background of the real sound, one can hear the sound of violoncello which, towards the end of the alteration cycle of 15 images from the real location, intensifies in sound. In the composition especially created for this occasion and performed by 2Cellos (Luka Šulić and Stjepan Hauser), the entire cycle culminates in crescendo and ends, after which there is an empty screen.
The time difference taken into consideration, the daily program in the pavilion was divided into two parts: Dreamtime and Realtime. The first part, Dreamtime, shows selected, slightly fantasy-like locations in the night which enwraps Croatia at that time, but the light and the sound create somewhat dreamy atmosphere which in the little screens is being additionally and informatively supported by elements of culture. Realtime, on the other hand, shows daily images after dawn, with all typical daily activities.
