idNerd Studio unveils ‘Beyond the Frame’, a new interactive art product for private and public spaces and properties
You can view "IDNERD PRESS RELEASE_EN_BEYOND THE FRAME 2021.pdf" at: https://documentcloud.adobe.com/link/track?uri=urn:aaid:scds:US:fede0228-9f36-411d-830e-1fc4562b5e44
You can view "idNerd_BEYONDTHEFRAME_2021.pdf" at: https://documentcloud.adobe.com/link/track?uri=urn:aaid:scds:US:e2007ec9-7293-4370-891e-003e06137b42
(August 10, 2021) idNerd Studio, Hong Kong’s homegrown interactive animations studio, has released ‘Beyond the Frame’, a customisable parallax portraits product made for property owners interested in increasing their visitor engagement, traffic and cultural power.
Beyond the Frame offers a new experience to visitors as they move around digital art, using parallax technology. Parallax is the effect whereby the position or direction of the object appears to differ when viewed from different positions. idNerd Studio has created a 3D illusion through the manipulation of 2D elements. These are generally distinguished as the foreground, midground and background, but the richness of the 3D effect is dependent on the Client’s preferences.
The inspiration for Beyond the Frame came from the simple question: “What do you think could be behind the Mona Lisa?” With further creative exploration in the fine art space, the artists and animators at idNerd Studio present the first edition of Beyond the Frame with the following recognizable and royalty-free classic artworks:
Mona Lisa (c. 1503) by Leonardo da Vinci
Napoleon Crossing the alps (c. 1801) by Jacques-Louis David
Sleeping Venus (c. 1510) by Giorgione and Titian
Young Woman with Unicorn (c. 1505) by Raphael
The Blue Boy (c. 1770) by Thomas Gainsborough
Ritratto di Maddalena Strozzi (c. 1506) by Raphael
Each painting has been digitally remastered by idNerd Studio’s team of artists and illustrators to create at least three distinct ‘layers’ for the parallax effect. The artists also creatively strategized how to incorporate modern elements into the fine art pieces to offer visitors an entertaining twist.
Additionally, utilizing idNerd Studio’s proprietary X Viz system, multiple installations on display can be managed across the entire property from one control centre, as well as switched out with new digital products using a user-friendly UI.
idNerd Studio Lead Illustrator, Jin Wong, who has a background in fine art, says: “The idea of fine art can be quite stuffy – and I say that even as a Fine Art graduate. In today’s modern society, especially in Hong Kong, exhibition visitors want to see something fresh and exciting - and maybe not feel so intimidated when they walk into an art space. How do we make fine art relevant and entertaining for today’s digital natives? Of course, I’d love to nerd-out when it comes to Raphael’s paintings or Michelangelo’s sculptures, but I’m also a fan of meme culture and what’s going on in the modern art scene with NFTs. Beyond the Frame bridges the gap.”
Although the classical artworks presented in the Beyond the Frame release are offered to potential clients (and do not require creative license), this is just the tip of the iceberg for the parallax product. In the Discovery Call with idNerd Studio, Clients are invited to share their branding and goals to make sure that the product aligns with a comprehensive marketing strategy.
idNerd Studio Creative Director and Co-Founder, Jacky Wong, says: “Although our first edition of Beyond the Frame for release is inspired by paintings in the fine art space, we can imagine clients from all businesses with visitor interaction to consider Beyond the Frame with their branding in mind. Modern boutique hotels, for example, with existing branding that aligns with the art styles of Abstract Expressionism or Surrealism, could utilize the Beyond the Frame concept to enhance their existing facades.”
“An Asia-centric approach could also be eye-opening for domestic or regional tourists. If they’re like me, they might otherwise expect the austere and formal spaces that feature Ming dynasty vases and calligraphy paintings that feel out-of-touch behind their glass panels. What if we could see what was inside a Ming vase? What if we could see the wispy clouds and mountain peaks move in the paintings of the Chinese masters? Of course, this all depends on what the Client wants, but we’re excited to explore the potential with parallax digital art.”
Clients interested in Beyond the Frame are invited to a free Discovery Call with Wong and the team at their convenience.
-ENDS-
About idNerd Studio
idNerd Studio is a studio dedicated to intelligent creativity. Established in 2007 by two of Hong Kong entrepreneurs, idNerd Studio has grown to cover the full spectrum of animated production -from TV & film content, to infographics and architectural walk-throughs. In all, idNerd is an innovative and powerful all-in-one solution for companies that need an edge in their marketing and branding content. The studio offers a tried-and-tested two-prong approach:
1. We create a unique, show-stopping concept that will drive traffic, tell your story and boost your brand prestige.
2. We power that content on your LED and TV Wall displays in a way that makes best use of your hardware with our proprietary technologies.
Address
idNerd Studio Limited
Fast Industrial Building, Unit B 7/F, 658 Castle Peak Rd,
Lai Chi Kok, Hong Kong
Phone: (852) 2110 5588
General Enquiries: info@idnerd.com
Official Website: www.idnerd.com
About Beyond the Frame
Released on the 1 August 2021, Beyond the Frame is a fully realized product concept for B2B Clients to consider for their next interactive digital art installation. The product incorporates both the design and illustration expertise of idNerd Studio, and 3D parallax technology developed by idNerd’s tech team and animators. Beyond the Frame invites guests and visitors to engage with digital art, as well as provoke thought about the relationship of familiar art styles in the digital age.
For Customer and Media Enquiries, please contact the idNerd Studio Sales and Marketing Team:
Irene Pyne irene.pyne@idnerd.com (852) 6437 7040
Peter Wong peter.wong@idnerd.com (852) 6211 6838
