New Artrooms Fair collaboration with MDH Hologram

Following last year very successful performance, the Artrooms Fair London is delighted to announce a new collaboration with MDH Hologram, the global market leader in holographic projection whose clients include Dior, Aston Martin, IWC Schaffhausen and Jennifer Lopez just to name a few ( www.mdhhologram.com).

Aura, a work by Analema Group, a London based art collective – lead by Oliver Gingrich, Evgenia Emets and Dr. Alain Renaud – focusing on the intersection between art and science. Will be part of the Interactive Project Section of the Artrooms Fair London.

Aura presents an introspective brainwave interface as holographic projection inviting the audience to reconnect with their spiritual self, with their inner life through electroencephalographic (EEG) brainwave measurements. EEG data provides information on brainwave data which are translated and visualized into an abstract shape. Using MDH’s EyeMagic, the projection technique suggests the dual nature of presence as spirit and as a physical condition.

Perceived as antipodal, contradictory phenomena, the relationship between technology, and the world of the spiritual is complex and multilayered. The idea of the presence is evoked through a real-time representation of brainwaves as a free floating light-sculpture – a mirror into the participants inner state of mind. Aura aims to investigate what it is to perceive someone’s presence, creating a subliminal visual echo of cognitive states channeled through real time interaction. The piece poses questions on the permeability and invasiveness of technology, as much as providing a tool for introspection, for self-observation and for engagement with one’s inner landscape.

MDH EyeMagic is the first holographic projection pod that withstands all ambient lighting, resulting in a unique optical illusion. Pioneered for Ralph Lauren’s flagship store on 5th Avenue, MDH’s EyeMagic has now been seen at London Fashion Week, at the Serpentine Gallery, Frieze Art Week and at last year’s Artrooms Fair London. The EyeMagic creates the ultimate optical illusion, with hitherto unseen impact. The audience is left to be visually amazed and here – invited to interact.