The Museum of Design Atlanta (MODA) is moving to a new location in Midtown this March and opening its doors to the new exhibition, Passione Italiana: Design of the Italian Motorcycle. MODA has teamed up with graphic designers at Georgia State to develop installation graphics and video pieces to display with the exhibit. The project will include four large installation video pieces on the walls, three videos will be showcased side-by-side in one space and one video will play in an adjacent room. The videos will enhance the exhibit’s presence by including visual content about Italian culture, the experience of riding motorcycles, design and engineering, etc.
The video exposes the audience to the experience of riding a motorcycle without ever physically revealing its presences. The viewer travels through rural back roads to city highways as the experience highlights views of the sky, road, and ground from a representational yet somewhat hyperbolized viewpoint of the rider. The viewer-as-rider experience presents a mesmerizing vista of energetic imagery sufficient to elicit an emotional response in support of the overall motorcycle exhibit. The video is collaged together by overlaying graphic elements alluding to racing stripe details, which also frame the videos and add compositional value.
Another aspect of the design involves glimpses of the rider and some of the anticipatory actions involved in the preparation to take on the road. The pieces include vignettes of putting on his helmet, his gloves, his boots, and his jacket. The result is a collaboration of the rider and the road. These vignettes serve to further transport the viewer into the experience as their flickering presences evokes a notion of memory or the subconscious.
The video installation piece will be unveiled March 24, 6-8pm.The new location for MODA will be part of the midtown arts corridor across from the High Museum at 1315 Peachtree Street. The space will be located on the ground floor of the Perkins+Will offices, just below the Peachtree Branch of the Atlanta Public Library.
On March 24, 2011 we celebrated all of our hard work creating video installations for the exhibition. Below are some images from the event.