June 3, 2019

PORCELANOSA and Jestico + Whiles present Pareidolia

For the their second Clerkenwell Design Week collaboration, PORCELANOSA Group and Jestico + Whiles teamed up with Studio Fractal and Architainment Lighting, to create a new and exciting immersive experience, Pareidolia.

Pareidolia is an experimental large-scale immersive installation. Constructed from a seamless domino line of KRION™, free-standing fins which are 2.3m high and placed on a raised platform made of a raised access flooring system from Butech and clad in STUC Black Texture tiles by Urbatek. The installation invited viewers to experience how we perceive pattern and movement.

A static curved sculpture during the day and a dynamic back-lit sculpture at night, the Pareidolia installation features a programmed light sequence that will jump to life every 15 minutes inspired by the Northern Lights. Jestico + Whiles wanted to create a piece that looked at the ‘Art of Movement’ and thanks to the properties of KRION™, the team was able to deliver something truly stunning.

The concepts behind Pareidolia and the build process were discussed at talks held at the Jestico + Whiles on the last day of Clerkenwell Design Week. Guests were invited to quiz the designers behind the creation of the installation who were on hand throughout the day.

The Pareidolia installation was officially unveiled on the evening of the 21st May, with over 400 people in attendance, uncovering its intriguing light qualities to a group of invited guest and was on display for the duration of Clerkenwell Design Week.


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