The idea came from an opening. Projetar.org was launching its 23rd architecture competition with Zupi, and there was another competition hiding inside it: if students were designing a Museum of Creativity, the museum could have an identity too. So we created a competition for it — and launched it live at Pixel Show, Latin America's biggest creativity festival. Rather than announce the museum, we built it. The identity began as a modular texture made from the repeated characters 003 MUC, projected onto a blank canvas. During the festival, a bot captured every image posted with #galeriamuc and assembled a live gallery projected into the lounge. Half the wall took the projection; the other half stayed blank, for people to draw on. Afterwards, the same texture reappeared across every material — now filled with what the audience had made. The identity became the museum.
I conceived the competition, designed the identity and produced the activation — the stand, the suppliers, the mapping, the bot, and the operation across three days of festival. There was no budget.
Every banner was projected onto canvas and photographed — before and after. No digital mockups: if the work was about real projection, the images of it had to be too.
Art Direction and Design: Laila Rotter Schmidt
Architecture: Studio CSD | Caio Smolarek Dias
Execution: Projetar.org | Laila Rotter Schmidt, Rafael Reolon e Caio Smolarek Dias + Pixel Show | Allan Szacher e Simon Szacher
Mapping: RECOrganize | Fernanda Carolina e Rodrigo Rezende
App development: Origammi
Selecionado na 13ª Bienal Brasileira de Design Gráfico - Categoria Ambientação
Shortlist no Festival do Clube de Criação do Paraná 2018 - Categoria Ativação
Shortlist no Festival do Clube de Criação do Paraná 2018 - Categoria Design
