la Rinascente – WinterWonder
Stretching across the eight windows at their flagship location in Milan, the la Rinascente department store celebrated the holidays with an artistic installation by German artist and designer Moritz Waldemeyer.
Waldemeyer transformed the exterior of the retail structure into an billowing sea of 1,300 laser cut forex snowflakes dubbed ‘WinterWonder.’ The conceptualization of ‘WinterWonder’ became a manufacturable artwork, taking flight through the capacious column-way as a mighty whirling vortex.
The ceiling of the portico is met with a parametric expanse of curved and painted iron pipes on which varying shapes of crystallized forms are fitted. Changing their hue depending on the position of the viewer, the flakes convey a dynamic esthetic for passers-by of the popular locale.
‘WinterWonder’ also involves the public in an experience of augmented reality. By aiming a smartphone at a marker on the one of the store windows, a cyclone of shapes springs to life, surrounding people or objects in a colorful sea of snowflakes.
Video stream: https://vimeo.com/81378570