Panasonic merges Japanese tradition with projection technology at Fuori Salone

At the Brera Academy of Fine Arts he presented, in collaboration with GO ON, three different installations in which they reflected their concept of Future Craft, that combines electronics with traditional craft techniques. Eight PT-DZ13 projectors were used for staging..

Outside the Hall It is an event that takes place for six days throughout the city of Milan, brings together art and design and is held at the same time as the Salone del Mobile. It is a communication platform that offers a support system for design, implementation and promotion of events during design week.

Panasonic has participated in the Fuori Salone event presenting three different exhibitions at the Brera Academy of Fine Arts, downtown. The entire installation, with its Future Craft concept, that combines electronics with traditional craft techniques, has won the Milano Design Award for the best story for the second time in a row.

This award was obtained with the installation called Electronics Meets Crafts, that fuses traditional Japanese technique with electronics.

“We have created a unique story that takes place in two historic spaces of the Brera Academy of Fine Arts. Prologue abstract installation uses Nishijin-ori (a traditional japanese silk brocade) as a backdrop in the yard, and the main story in 'The Underground Passage' expresses both the symbolic and detailed communication of the products on display. I think we have succeeded in a dramatic expression of Electronics Meets Crafts”, comenta Shuichi Furumi, producer at SD Associates and responsible for the overall design and overall production of the exhibition.

Panasonic has worked with GO ON, a working group of Kyoto artisans employing traditional Japanese craft techniques to create designs with international and contemporary appeal. “The Japanese people have a special point of view about nature and the four seasons. Integrate nature into your life in one way or another, and I want the public to experience these forms of nature for themselves. If we merge images, fog, steam… we will be able to create a completely new form of imagination”, explica Shuichi Furumi.

“We chose to work with GO ON because they have the foresight to connect tradition and future. Looking ahead to the next 100 years, or even the next 300 years, we must continue creating new and exclusive values to be able to communicate this spirit to the whole world. When we create devices for the next 100 years we must include this value in our products, and I think that here we manage to express that concept to the world”, aclara Hitoshi Nakagawa, Product designer at Panasonic design center.

Electronics Meets Crafts showcases the beauty of traditional Japanese craftsmanship combined with Panasonic's most innovative technology. To show this concept the installation was represented in three different stages in the Magnolia courtyard of the Brera Academy.

The first space was a theater in which inspirational videos were projected on a screen made of kimono fabrics., while the second phase featured everyday objects used in Japanese culture such as teapots, bamboo lamps or wooden cubes, all of them transformed to host high-tech solutions. You could hear the sounds of the forest coming from the teapots and the lamps had no visible light source. The third and final step showed the collaborative work carried out by Panasonic with the Academy's design students.

Installation with PT-DZ13

Eight Panasonic PT-DZ13 projectors were used for this installation, which combined the serenity of nature with the power of high-brightness projection..

With his 12.000 brightness lumens, its innovative double lamp system and a Lamp Relay mode, The PT-DZ13 projector is ideal for use in performances and exhibitions, because if a lamp fails, images continue to be projected without interruption. Together with the possibility of mounting on 360 degrees and a lens-centric design, adapts to a wide variety of locations and installation possibilities.

The installation that included the participation of Brera Academy students allowed them to use the Panasonic Space Player to create their own creations.

“In our Academy we have a new design department and new technologies. Therefore, "We consider this collaboration as a novelty that will provide a lot of energy.", says Franco Marrocco, director of the Academy.

Hybrid lighting and projection system incorporates both lighting and laser projection functions in a single-focus design. If installed on conventional rails it can be used in shops and museums or integrated into an existing lighting infrastructure, without the need to use a separate system.