Ilya Balakin

Project 02 / 36

Installation — 2017✳ 2 awards

LexusDome

Role
Creative & Art Director
With
ACTION
Client
Lexus

(Overview)

Lexus Dome — a public space in Moscow City, opened in June 2017 for the launch of the Lexus LC 500, with a route of interactive installations by Sila Sveta for Action agency and Dentsu Aegis Network.
The route turns the brand’s philosophy into rooms you walk through. The Inspiration zone starts with nature and the Lexus idea of YET — two opposites in harmony rather than a compromise; the Celebration zone ends with a virtual test drive and the car itself. Along the way guests discover what drives the brand’s designers and engineers.
A waterfall seems to defy gravity: timed to the light, its droplets hang in the air or rise. A bamboo forest, LED screens and mirrors respond to visitors. Ilya was art director of the Inspiration and Celebration zones and of the red-laser opening performance with choreographer Oleg Glushkov.

(Chapters)

01

An interactive bamboo forest made only of natural materials — bamboo, stone and living moss. At a second look it becomes a light installation: it runs on into a huge LED screen, repeats endlessly in mirrors and answers the movements of the people walking through.

02

Celebration zone: the final room is a projection show — a virtual test drive in Lexus seats, with the sound of the car’s Mark Levinson system.

03

The finale of the whole route: the car itself appears, turning from a digital phantom into the real thing.

04

For the opening of the Dome — a choreographic performance with a custom laser system, made with choreographer Oleg Glushkov and the Tundra team to tell the brand’s story in the language of live performance.

(Frames)06 stills

(Process)

Behind
the stage

(More films)

(Credits)

Lexus Dome

Creative Directors
Alexander UsIlya Balakin
Art Directors
Ilya BalakinPhilat Matveev
Technical Director
Dmitry Petrov
Producers
Yana ZakharovaNikolay Nebolsin
Production Director
Vadim Vinogorov
Executive Producers
Alexey RozovAlexander Us
Supervisors
Denis SidorenkoMaxim Alaev
Concept Artists
Stas BashkatovEkaterina KonovalovaTatyana KazakovaPolina SukhanovaAnton NguyenElizaveta Romanova
CG Artists
Ilya SamokhvalovPetr ErmolaevAnton NguyenSergey AkulyonokDarya ShurkinaInna SavinaZoya KharakozDenis SidorenkoArtemy PerevertinAlexey ChurochkinMaxim MeshkovYaroslav SvyatykhDmitry CheremnovVitalii ZykovErik Baymukashev
Video Engineer
Maxim Tulin
Software Developer
Ivan Kabalin
Engineering Solution
Vladimir Popilin
Technical Contractors
Plan ACollective
Decorators
Freak Fabrique
Music & Sound Design
MonoleakD-Pulse
Technical Production
Sergey ZakharovDmitry LobovPavel IvaschenkoEvgeny IvaschenkoMikhail PortnovFeodor SelinSergey VostrikovMaxim LozinskyPavel MelnichukAlexander OrekhovNikolay KononovAlexander KorneevMaxim KharinVadim Tumanov
Copywriter
Anastasia Smagina
Video case
EverySecond Production
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