Project Overview
Every creative studio in the digital space has heard of TED, but far fewer have the opportunity to help shape an inceptive TEDx event.
TEDxSt Kilda was celebrated through an art installation created by HM. to compliment the event theme ‘When Dark Meets Light’.
HM. created a wall of darkness from high-density polyethylene. This worked in stark contrast with the fluorescent neon cube that lit up the heart of the wall to convey the relationship between the two visual states.
HM. is a division of HM Group. The cube is symbolic of the collective’s diversity, four divisions and position as a foundation for new ideas, original solutions and imaginative creation.
Located at the centre of the event’s intermissions space, amongst educational stalls and breakout areas, the installation encouraged viewers to confront the way they perceive experiences and consider how light and dark can be representative of all opposites and contrasts in their lives.
Project Commissioner
Project Creator
Team
Miguel Valenzuela, Creative Director, HM.
Luke Cameron, Graphic Designer, HM.
Project Brief
On a mission to stimulate ideas, encourage creative collaboration and provide a platform for innovation within the St Kilda locale, the inaugural TEDxSt Kilda event brought HM. on board as a supporting partner to design and produce an immersive installation that would reify the event theme ‘When Dark Meets Light’ and inspire attendees through meaningful design.
Project Innovation/Need
This project flipped the switch, quite literally, on the power and purpose of installations within major digital events. Where typically installation work encourages its audiences to immerse themselves in that particular art form and in that particular moment, ours aimed to extend this feeling of intense awareness into attendees’ wider festival experience, by challenging the way they approached and listened to TED talks.
The cube itself also challenged the design norm. While neon lighting has become increasingly commonplace in interiors and signage, creating a 3D shape using this medium is so much more complex from a production perspective. As a result, structures of this state and scale are rare, offering audiences the chance to experience a new interpretation of a now ubiquitous design tool.
Not only that, but the juxtaposition of such a futuristic art form against the backdrop of St Kilda Town Hall - a heritage listed building - further added to the originality of the experience.
Design Challenge
The design process was laborious to say the least. Endless reviews of materials and specifications for the cube, combined with meticulous conceptualisation sessions saw this initial phase of the project last close to two months.
Conversely, the actual creation of the cube was a period of relentless freneticism. A prototype was constructed in the studio to allow for repeated testing and developing, with constant amends and additions being made. We were also, for the most part, working blind, due to the fact we were unable to visit the installation space until just a few days before the event.
But, above all, the key consideration and challenge running through this entire project was the need to design a structure that could be recreated from scratch in just a few hours during the event bump in and disassembled equally swiftly a matter of hours later. This called for a creative balance of sturdy, yet simple construction, that in no way compromised the design aesthetic.
Sustainability
Aware from the outset that this installation would only be active as part of the festival for one day, we considered various design aspects that would enable us to extend its impact beyond solely TEDxStKilda.
Immediately following the event, the installation was relocated to the foyer of HM’s studio for several months, allowing a broader audience base to experience it as an art form before its planned dismantling. Similarly, the neon remains a design feature heroed in the studio space to this day.
The rest of the structure was repurposed for a series of subsequent projects, with the design team having specifically chosen crates as the principle production material for their limitless versatility.
The remaining crates have been introduced into HM’s industrial-inspired studio space for use as additional chairs and tables at studio events.
Pop-Ups, Display, Exhibit & Set Design
This award celebrates innovative and creative design for a temporary building or interior, exhibition, pop up site, installation, fixture or interactive element. Consideration given to materials, finishes, signage and experience.
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