BASF Automotive Trend Visuals
For foam Studios second collaboration with the design team of BASF’s Coatings division we established a visual concept around the fluidity of current social and technological realities and their constructed nature.
foam Studio’s task once again was to interpret the diverse findings of the design team’s trend research, and consolidate the complex social, technological and aesthetic trends by translating them into formal narratives. In this iteration, the initial brief was to find a setting that builds a connection between virtuality and reality, and is taking their global design tool kit for the automotive industry one step further.
The concept for the setting of three different trend worlds given by the team evolved into a multi-layered, onionskin-like reality: at the base we see a virtual simulation of a real-life film set installation inside a vast art gallery space. This sets the tone for a real, physical world the audience can relate to, and at the same time expects to find something unseen and thought provoking.
In the next layer housed by this simulated art space, we see three different stage-like installations that represent the different aspects of the trend findings. In turn on the next layer, these enclosed trend worlds themselves are made of small spatial situations, visualizing the abstract themes and ideas, which then again are made of forms and objects representing the social and technological associations that form those trends. As a whole, these installations can be seen as spatial collages that allow for a multitude of readings of how the identified phenoma relate to one another.
