Digital Craft > TECHNOLOGY
DREAMS OF DALÍ
GOODBY SILVERSTEIN & PARTNERS, San Francisco / THE DALI MUSEUM / 2016
Awards:
Overview
Credits
Overview
CampaignDescription
Dreams of Dalí is a virtual-reality experience that’s part of the museum’s newest exhibition, Disney and Dalí: Architects of the Imagination. It’s a 360-degree interactive video that takes viewers inside the surrealist master’s mind. To do so, it dives into one of his earlier paintings, The Archeological Reminiscence of Millet’s “Angelus.” For the first time, people can see a painting how the painter saw it in his mind, before the very first brush stroke. The VR installation takes visitors on a journey into a fully immersive digital world in which they can move freely and explore the wonders of Dalí’s imagination. As they move around, they can hear his thoughts, find some of the famous creations that would come later in his career and, in the process, learn more about the life and work of the surrealist master. Dreams of Dalí is a new way to look at art.
Execution
First we launched a trailer teasing the experience. A week later the VR experience was available as an installation, part of the museum’s new exhibition, Disney and Dalí: Architects of the Imagination, in which visitors could wander freely around an immersive world. After the opening weekend, the experience became a five-minute 360-degree interactive video on Facebook and YouTube. Using their mobiles, anyone could try it in virtual reality with VR gadgets like Google Cardboard and Gear VR and were taken for a journey in a predetermined track. Dreams of Dalí starts in the museum with the camera looking at the artist’s painting. It then moves toward the painting and dives into the environment. The world imagined and painted in 2-D by Dalí more than 80 years ago suddenly becomes real, three-dimensional, and fully immersive with sound and motion.
To bring Dalí’s world to life, we researched the artist’s work and the museum’s permanent collection. Many of the elements found in his paintings were recurring motifs across his work, so we used them to inform our 3-D models. We didn’t want to re-create his brushstrokes; we wanted to bring his world to life. So we worked with curators to make sure all elements were as close to the artist’s vision as possible. To re-create the towers, we looked at the materials and construction methods used in the area depicted in the artwork. Audio design used his very own voice, handpicked from videos in the museum’s archive and YouTube. We created many of the solutions we used, such as proprietary coding and the navigation interface, which lets viewers move around by looking at where they want to go. The experience was built on the game engine Unity, and every element was modeled in Maya and ZBrush and then textured in ZBrush.
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