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Out of the several innovations to have emerged from the last decade, the marriage of art and technology has blossomed to create reality-altering experiences — its progress has been by leaps and bounds completely remodeling the way we view art. The harmonious interaction of technology with art has not only broadened the definition of art but has also made possible creations that were unconceivable even a few years ago. From watching Van Gogh’s paintings behind a glass case in a museum in Amsterdam to stepping inside his paintings through the renowned 360° immersive experience that’s touring throughout the world, we have come a long way. The revolution that technology has brought to the art world has also spilled over into the realm of architecture and today we shall explore a design studio that is at its forefront.
Chopra's Designs, also known as CD, is an experiential design studio that combines art and technology to create immersive live experiences tailored for the modern era. Established in 2019 by Abhimanyu Chopra, a digital artist, audio-acoustics specialist, and multimedia strategist, CD collaborates with clients and partners both in India and internationally. With its headquarters in Jaipur and Dubai, CD builds upon the 55+ years of expertise in audio and lighting solutions of its parent company, Chopra's.
CD leverages its unparalleled proficiency in acoustics, audio, lighting, stage automation, projection mapping, and immersive installations to meticulously craft environments that captivate the senses. Whether it's designing experiences for concerts, theme parks, nightclubs, auditoriums, hotels, or residences, the studio envisions captivating and exciting encounters by thoughtfully calibrating every aspect, from lux levels to decibels and textures.
As a multimedia design consultancy, CD comprises a diverse and dynamic team of artists, designers, architects, animators, set designers, VFX specialists, light and sound technicians, acousticians, and researchers. From the initial stages of content ideation and concept design to pre-visualizations, mockups, simulations, and on-site implementation, the team collaborates to create comprehensive solutions that leave a lasting impact.
CD's groundbreaking productions, which encompass art installations, projection lighting, holograms, interactive animations, and acoustic design, have garnered national and international acclaim. The studio has showcased its work at prestigious events such as the Soul Festival 2023 in Udaipur and the D/code design exhibition in Mumbai in 2020 and has also designed concert experiences for renowned musical artists like Salim-Sulaiman, Kailash Kher, and Badshah.
Today we take a closer look at two of their recent projects that transform a brick-and-mortar physical space into an augmented reality using virtual, kinetic, and technological embellishments. The first project we are exploring is called 'Written in the Stars'. Imagine Tinie Tempah’s eponymous song playing in the background as you step inside a celestial world. It was a sparkling collaboration between Chopra's Designs and event designers, A Cube Project, held at the Jai Mahal Palace in Jaipur. This extraordinary wedding celebration was inspired by the couple's fascination with celestial elements and utilizes LED wall design to bring their vision to life.
With a focus on creating immersive experiences, the projection mapping technique was employed to seamlessly integrate nature's celestial symphony into a captivating adventure that transcends the ordinary. Guests were taken on a mesmerizing journey through multiple galaxies, with the ever-changing sizes and surfaces within the fort facility serving as a canvas for this breathtaking odyssey. As a prelude to the immersive experience awaiting inside the fort, the entrance facade showcases the artistic prowess of Chopra's Designs through a projection of Vincent Van Gogh's iconic masterpiece, Starry Nights, on the LED side wall panels.
Upon entering, guests were greeted by an interactive tunnel adorned with touch sensors, while projection mapping illuminates various spots along the pathway. The universe was depicted on different surfaces, from the converging tents to the suspended disco ball and the carpeted floor, creating a captivating canvas that hosts the starry sky. This immersive experience was meticulously designed to accentuate the natural beauty of the surroundings through video and light projections, facade lighting, LED wall designs, and special effects.
The second project we are exploring showcases CD’s diversity as it augments quite a different architectural space from the former. The grand launch of the Playboy Club in New Delhi, India, witnessed Chopra's Designs taking things up a notch by introducing a large-scale immersive experience to the nightclub scene. This immersive experience seamlessly integrated multimedia design into social gatherings, captivating guests with breathtaking productions that combine aesthetics, engineering, and logistics.
Technological installations play a crucial role in establishing the perfect blend of creative ingenuity and technical finesse. The club featured a mesmerizing network of six hundred laser beams that pulse throughout the venue, creating an invigorating atmosphere. A dynamic canvas of 3 million pixels of video brought scenes to life, while a kinetic chandelier of broken rings, adorned with integrated LED ribbons, served as the central lighting installation in the dance arena. LED wall designs showcasing digital art were utilized, including a stunning bar art installation featuring an ever-changing bunny sculpture visual display and 10-meter-wide bunny hologram projections that skillfully showcased the brand's identity in an innovative and imaginative fashion. Guests were immersed in the rhythm-heavy space crafted by Chopra's Designs, elevating the social experience to an unforgettable exploration.
As it is quite evident by now, Chopra’s Designs is elevating the experiential architectural design game to new heights. On a personal note, I feel optimistic saying that when it comes to this kindred fusion of art and technology, we have just seen the tip of the ice iceberg — the future holds limitless possibilities.
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