Club To Club in Turin stands as one of Europe’s most influential electronic music festivals, a melting point for avant-garde sound and digital creativity. For this high-energy setting, Ultravioletto designed and produced an interactive site-specific installation centered around the “Warhol” limited edition Absolut Vodka bottles.
The project transformed a massive physical structure of glass into a dynamic, glowing canvas through sophisticated projection mapping. The core of the experience was its “phygital” interactivity:
Tactile Control: Using a MIDI keyboard controller, participants became performers, triggering specific sets of custom-designed animations that synchronized perfectly with sound samples.
Generative Presence: A webcam captured the faces of visitors in real-time, reintegrating their image into the generative visual flow. This face-mapping technique allowed the audience to see themselves projected onto the iconic Warhol-inspired structure, effectively merging the identity of the brand with the identity of the festival-goer.
The result was a seamless dialogue between pop art legacy, electronic music, and creative coding, creating a memorable landmark within the festival’s vibrant landscape.
Client Absolut Vodka
Date 2014
Credits Project management: EDI (effetti digitali italiani)