如何让大众记住新建筑？可以尝试灯光表达噢

阿布扎比卢浮宫开幕式，2017／“Vives réflexions, museum reflections,” multimedia and pyrotechnic show for the grand opening of Louvre Abu Dhabi, Abu Dhabi 2017. Artistic direction: Christophe Berthonneau, Groupe F. Image © N. Chavance, Groupe F

如何庆祝新落成的建筑：通过开幕仪式表达

How to Celebrate New Architecture: Shaping Identity with Spectacular Opening Ceremonies

当一个重要建筑项目完成之后，客户都会面临这样一个问题，即他们应该以什么样的方式来庆祝新建筑的落成。其实这也是让大众了解这座新建筑的好机会，因此，建筑的落成仪式往往带有象征性质，许多人会选择焰火与灯光表演，这样能够展示出建筑在当地甚至在全国的地位，我曾经跟两位设计师对此进行过沟通，他们是Groupe F的创意总监Christophe Berthonneau、Laservision Mega Media的创意总监Fred Thompson，他们分别设计过阿布扎比卢浮宫和新加坡滨海湾金沙酒店的落成仪式。

After finishing a building, the client is faced with an important question: How do they celebrate the new architecture? This moment offers an essential opportunity to inform the public about the existence and mission of the building. Therefore, the designs of opening ceremonies are often loaded with symbolic imagery to construct a new identity. Fireworks and light shows are an especially common part of the powerful repertoire used to magnify the aura of architecture. This luminous storytelling can underline the client’s uniqueness and superiority on both a local level and an international stage. I spoke with two leading designers to get their insights on how opening ceremonies have changed in recent years: Christophe Berthonneau, Creative Director at Groupe F, who introduced the Louvre Abu Dhabi, and Fred Thompson, Creative Director at Laservision Mega Media, who worked on the opening of the Marina Bay Sands in Singapore.

Grand Hall 的音乐厅开幕仪式

落成仪式是新建筑的一次重要亮相，也是对当地人们的告知行为。虽然市面上对于设计的描述主要针对建筑专业，但是建筑的落成仪式也十分重要。通过焰火表演，即使是小型建筑也能展现出气派感，设计和技术的结合能够让客户感到十分自豪。通过视频的形式，设计师能够以更加自然的形式来表述建筑的过去、现在与将来。因此，建筑落成仪式的灯光表演几乎已经成为了一种形式，无论是博物馆类的文化作品，还是具有政治性质的公共建筑，都能表现出其独特的建筑地位。

The storytelling component of inaugurations serves as an important ritual to inform the public about the motivation and function of the new building. While reports about the design competition mainly stay within the architecture community, the opening often signifies the first visible step towards the public. With nocturnal fireworks, even small structures can benefit from a large show, and size, distinctive design and the incorporation of the latest technology can all demonstrate the client’s pride in their achievements and vision. With video mapping, creative designers have added a more naturalistic form of storytelling, linking the past, present, and future of the architecture. Therefore, light shows during opening ceremonies have turned into a ritual to construct a new identity—either with a cultural focus for museums or with a national political strategy for public buildings.

如何让大众记住新建筑？可以尝试灯光表达噢

新加坡滨海湾金沙酒店开幕式，2011／Grand opening of Marina Bay Sands, Singapore, 2011. Design: Laservision Mega Media. Image © Laservision Mega Media

仪式三部曲之魔法、记忆、启示

有时候，建筑的落成表演有点类似于宗教中世俗的生育仪式，客户们通过各种形式让建筑在人们的心中留下印象，同时也为自己带来美好的回忆，但是相比起人们来说，建筑是一种静态的表达，因此，焰火表演和视频制作让建筑具有动态感。Berthonneau曾经就成功地创造了这些经典过程：“客户希望能够将生活、影像、照片三者平衡起来，因此，制作时间刻度、广播信息、创造记忆都非常重要。因此做好这件事的前提是将三者结合起来，即同时考虑大众的魅力、难忘的事件，以及建筑对于环境的影响。如果我们能创造出完美的画面，对人们的视觉造成冲击感，那么这次的活动就很成功。”

The Trilogy of Enchantment, Memories, and Revelation

In some ways, building openings are like a secular version of birth rituals in religion. Owners festively introduce the new addition to the community and try to maximize viewership with photogenic designs for unforgettable memories. But in contrast to babies who bring their own energy to the ceremony, architecture stays static. Fireworks and video mapping have therefore taken over the role of animating the building. For Berthonneau, successfully creating unique experiences requires three elements: “Clients request the right balance between live, broadcast, and photos. It is necessary to mark time, broadcast information and create memory. The precondition for any event of this type is to work on these three axes at the same time: Enchantment of the public, memorable movement, and revelation of the object in its environment. If the image is successful, it is the aesthetic shock that will take over everything else.”

朱美拉棕榈岛 Palm Jumeirah开幕仪式

比起规模，策略更加重要

随着建筑落成仪式的愈发壮观，设计师们甚至希望某些行为能够突破吉尼斯世界纪录，换句话说，这就是希望媒体能够多加报道，从而增强建筑的知名度。Berthonneau的一大策略就是首先充分研究建筑的背景，找到迷人之处与相关元素的平衡点。对于Thompson来说，则一般习惯运用新技术、定制策略，通过设计的方式减小规模，却让色彩与形式更加丰富。

Strategies Beyond Size

With increasingly spectacular opening shows it has become a challenge for designers to find alternatives to the quantitative aspirations to enter the Guinness World Records, which clients are tempted to do for widespread media coverage. For Berthonneau one strategy lies in studying the respective context and to find the right balance between enchantment and relevance. For Thompson, the development of new technologies, custom specifications, and improved design are essential in order to provide, for example, larger color palettes and solutions in smaller sizes.

如何让大众记住新建筑？可以尝试灯光表达噢

迪拜节日城，2017，阿拉伯联合酋长国／Lasers, water-screen projections and video mapping projection for IMAGINE at Dubai Festival City, Dubai / UAE, 2017. Design: Laservision Mega Media. Image © Laservision Mega Media

当客户与观众的期望值上升时…

创新性可视化工具、强大的照明系统，以及人机互动行为在过去的20年里的应用较为广泛。受到国际大赛的影响，观众与客户都更倾向于精彩复杂的娱乐节目，那么这就在无形中产生了一种更具画面感的现象，Berthonneau曾经说过：“3D环境、无人机拍摄，以及社交媒体的瞬时性让人们能够采用更加抽象与诗意的策略，因为相比起文字，图像更能够给人留下深刻的印象。”软件工具同样也激发了人们的想象力，法国设计师解释说：“现在仍然强大、实用的多媒体工具很利于艺术创作。”将创作效果直接展现出来具有极大的好处，因为客户能够直接看到所呈现出来的3D效果，正如早期的技术排练，Thompson说：“我们能够在现场，以观众视角，通过摄影机和媒体技术为场外观众提供场内信息，同时我们也会考虑这样的做法是否会影响城市景观、机场的运营以及军事设备，然后在程序管理的过程中尽量避开这些问题。”这样的技术步骤大大提升了管理与沟通的时间，并且这些影响只是从内部人员的角度看到的。

When the Expectations of Clients and Audience Rise

Innovative visualization technology, powerful lighting tools, and communication behavior have played a crucial role in changes to contemporary outdoor light shows in the last 20 years. Spoiled by striking coverage of international events, audiences and clients have demanded more spectacular and sophisticated entertainment. This led unconsciously to a new position for imagery, states Berthonneau: “The 3D environment, the drone shots and the immediacy of social networks allow us to adopt more abstract and poetic strategies because the image takes precedence over the narrative.” Software tools have also sparked the imagination, explains the French designer: “There are now also very powerful, very responsive and affordable multimedia design tools available that are incredibly conducive to artistic creation.” The option to preview a show beforehand is an important benefit of visualization advances, assures Thompson, because clients can see the proposed design in a real 3D environment--long before the technical rehearsal, as was required in earlier times: “(We) are able to provide off-site programming and visualizations to our clients from front of house, audience perspectives, camera rigs or media pit that will be at the venue. We’re also able to account for how it will impact cityscapes, airports, and military facilities and properly address these potential issues in our programming.” This technological step has improved time management and communication, but this affects only the internal organizational view.

如何让大众记住新建筑？可以尝试灯光表达噢

迪拜节日之城，2017，阿拉伯联合酋长国／Lasers, water-screen projections and video mapping projection for IMAGINE at Dubai Festival City, Dubai / UAE, 2017. Design: Laservision Mega Media. Image © Laservision Mega Media

创新性是身份的象征

对于观众来说，在全新交流机会中运用最新技术的标志性力量是一件非常重要的事，展览中的奇幻灯光会给客户带来一定的未来感，同时带来身份的象征。Thompson总结说：“灯光设备应当明亮、快速、多变。将投影映射到周边环境之中能够产生更多的创新主题，彩色激光的强度与广度也会变得更大和更有效。”另外，舞台和观众之间的社会关系也体现了当代通信和数字化领导的一大愿景，改变想法、开启全新的互动机会则显得至关重要，正如Thompson所说：“整个行业正在努力摆脱传统的方盒子限制，这种传统模式将观众与表演分隔开，更加注重效果的表达，而灯光视觉艺术则是利用社交媒体来推动灯光与表达效果之间的关系，让观众成为表演的一部分，并且各种社交媒介也会参与其中。”

Innovation as a Symbolic of Identity

For the audience, the symbolic power of using the latest technologies during the event in connection with new communication opportunities are much more important. Considering fancy light equipment in shows conveys the client’s sense of the future and a creates a cutting-edge identity. Thompson summarizes the most relevant changes: “Lighting is brighter, faster, more responsive. Integration of Projection mapping onto iconic buildings and surroundings allow for more creative theming and storytelling. Laser color spectrums and intensity have grown larger and more efficient.” In addition, the social relation between stage and audience embodies the desire for contemporary communication and digital leadership. Changing the perspective and opening new opportunities for interaction are essential, as Thompson explains: “The industry is trying to do away with the classical fourth wall that separates the audience from the show and instead is focusing in making entertainment even more immersive. Laservision is harnessing the power of social media to drive relevant theming in video and lighting, making the audience a part of the production with images, tweets and video live-streaming across projection mapped surfaces.”

如何让大众记住新建筑？可以尝试灯光表达噢

通过投影映射的方式开阔空间

焰火的表演形式数十年来一直是各大节日的主题，那么最近有一个全新的视觉元素悄然兴起，那便是投影映射。高分辨率的图像和序列表达让人们接收到更多自然的表演方式。高层建筑的早期投影历史能够追溯到上世纪90年代，例如在法国大革命200周年的庆祝典礼中Jean Michel Jarre的表演。Berthonneau很高兴的是这种技术在当今社会运用得更加广泛：“投影工具非常强大，人们将其与周围环境相结合，灯光具有灵活性，但同时也有瞬时性，更具有象征代表性。一次完美的焰火运用需要同时考虑光线密度与画面的构图。”投影映射的主要优势则在于空间的维度，Thompson解释说：“通过投影映射的方式我们能够大量运用曾经的‘死角’空间，例如那些曾经非常拥挤的街区。在现代，越来越多的活动盛典都在挖掘那些潜在的场所，因此我们发现投影映射的方式在这个方面很具竞争力，虽然传统经典的灯光、焰火能够吸引人们的眼球，但是我们的方式能够将这种象征性的画面投射到建筑群、柱列、商店、餐厅之中，利用每一个细部空间，让观众具有360度全方位体验。”

Opening Spaces with Projection Mapping

Whereas the graphical patterns of pyrotechnics have dominated the imagery of festive evening events for decades, recently a new visual element has rapidly spread: Projection mapping. High-resolution images and sequences enable more naturalistic figures and thereby more nuanced narratives. Early projections on tall buildings go back to the 1990s, such as in the celebration of the 200th anniversary of the French Revolution with the Jean Michel Jarre’s concert at La Defense in Paris. Berthonneau is very pleased that the technology is much more widely available today: “The tools of projection are now very powerful, they favor the creation of content referring to contexts, the light is alive, fragile and always symbolizes a time of exception. A great mastery of pyrotechnics is needed to combine light densities and produce balanced images.” The major advantage of projection mapping lies in the spatial dimension, explains Thompson: “With projection mapping we’re able to use a lot more of the “dead-space” that was previously found in crowded venues. As more and more events are competing for usable creative space, we’ve found projection mapping to be very useful in opening up the space. While classic lighting, lasers, flames, and fireworks cover a large portion of the main audience view, we are able to spread that creative space onto tall buildings, columns, retail and restaurants—using every bit of space available to wow the audience and give a truly 360-degree experience.”

如何让大众记住新建筑？可以尝试灯光表达噢

伊斯兰艺术博物馆开幕式多媒体展，卡塔尔，2008／Multimedia show for the inauguration of the Museum of Islamic Art, Qatar, 2008. Design: Groupe F. Image © T. Nava, Groupe F

大型建筑的发展趋势

仪式本身很重要。因此，即使是开放性建筑也不会抗拒与传统历史的联系。但是新结构建筑的出现则促使人们构思新的理念，Berthonneau说：“这始终是传统与惊喜的结合，人们需要洗礼”、揭示、庆典与开放，这个主题非常重要。因此我们应该站在巨人的肩膀上，结合已知技术，一步一步地发掘更多可能性。”而至于迷人的新技术，其参照点应当是建筑本身，Thompson设想过未来发展趋势：“投影映射和精致的LED屏幕绝对是灯光表演的焦点，除了这些世界级的表演，以及作为载体的巨型建筑，将建筑与作品相结合不仅仅是一个重要因素，还能为庆典活动增添一大亮点。还有什么方式比将建筑自身作为视觉中心更具吸引力呢？”

近期首尔冬季奥运会的开幕式预示着另一个趋势，灯光的表演不再局限于传统建筑表面的数字组合，而是逐渐拓展到天空领域，这其中运用了飞行灯光像素技术。LED像素结合无人机技术给观众带来了浩瀚星空般前所未有的体验。

Spotting Trends for Mega-Buildings

Rituals are bound, per se, to tradition. Therefore, even the secular act of opening buildings will not abandon a link to conventions and history. But the emergence of new structures also requires novel perspectives with careful action, clarifies Berthonneau: “It will always be a mixture between tradition and surprise. It is necessary to ‘baptize,’ reveal, celebrate and open up... the topics are always important. It is therefore necessary to mix known techniques and to explore the possibilities without ever forgetting that failure is not allowed.” Next to fascinating technologies, the point of reference should certainly be the building itself, underlines Thompson when he envisions future trends: “Projection-mapping and intricate LED surfaces are definitely the big focus for Laservision. In addition to world-class fountain shows and productions in the space around these mega-structures, incorporating the structure itself into the production is not only a big wow factor, but it can add an entirely new dimension to the celebrations. What better way to celebrate the grand opening of such a large-scale project and achievement than with the monument or structure itself as the centerpiece?”

The recent opening ceremony for the Winter Olympic Games in Seoul indicates another trend. Luminous storytelling will no longer limit itself to controlled digital pixels on building surfaces but will take possession of another sphere: the sky, using flying light pixels. LED pixels combined with drone swarm technology amaze the audience with the impression of smart controlled stars.

1218架无人机!平昌冬奥会开幕式创无人机表演 by intel

观众能够实时接收信息

为了减少观众和建筑之间的距离感，建筑在开幕仪式上的第一次亮相非常重要。这不仅仅意味着官方媒介会给出正面的叙述，同时人们还可以通过上传照片与视频来表达自己的观点，另外，人们也可以以此作为自己的生活记录。这些主观的影响同时也能够与这场表演相结合，作为与观众之间的交流与沟通。Thompson发现：“灯光设计曾经只是为了看上去酷炫一些，并且让观众将照片、视频通过社交媒体发布，作为一种纪念意义。而现在，我们正在努力吸引社交媒体观众，并且将他们的经验与设计成果相结合。评论、视频、照片具有瞬时表达的意义，这不仅仅增加了人们对于设计成果的享受程度，同时也是对观众和他们朋友圈社交成果‘逼格’的一种提升，因为这样你可以与整个世界分享你的创新成果。”

Empower the Audience in Real-Time

In order to close the gap between the audience and architecture, which meet for the first time in these opening ceremonies, the idea of participation is crucial. This means not only seeing and “liking” posts on official media channels, but also the promotion of the personal perspective, through uploaded photos and videos that allow the audience to proudly inform their followers that they attend the ceremony live. These subjective views can also be integrated into the performance to create the impression of a dialog. This change from passive reaction to empowering the audience increases communication, finds Thompson: “It used to be, not long ago, that lighting design was just to look amazing and capture as many shares, likes, tweets and links from the videos and photos generated at the event from Social Media. Today, we are engaging social media audiences and allowing them to contribute to the experience and take ownership of the production. Comments, Video, Photos can be streamed real-time into the performance. This ownership not only adds to the enjoyment of the show, but also boosts social media metrics as audiences and their friend networks are more likely to share your creation with the world if they are involved with it.”

Dubai festival city 迪拜节日之城开幕仪式

如何让大众记住新建筑？可以尝试灯光表达噢

韩国首尔乐天世界大厦开幕式，2017／Grand opening at Lotte World Tower, Seoul / South Korea, 2017. Design: Groupe F. Image © N. Chavance, Groupe F

如何让大众记住新建筑？可以尝试灯光表达噢

韩国首尔乐天世界大厦开幕式，2017／Grand opening at Lotte World Tower, Seoul / South Korea, 2017. Design: Groupe F. Image © N. Chavance, Groupe F

如何让大众记住新建筑？可以尝试灯光表达噢

左：迪拜哈利法塔开幕式，2010，阿拉伯联合酋长国／Inauguration of Burj Khalifa, Dubai / UAE, 2010. Design: Groupe F. Image © T. Nava, Groupe F

右：希腊Rion-Antirion大桥开幕式，2004，帕特雷／Inauguration of Rion-Antirion Bridge, Patras / Greece, 2004. Design: Groupe F. Image © T. Nava, Groupe F

如何让大众记住新建筑？可以尝试灯光表达噢

德国汉堡的易北爱乐音乐厅开幕式，2017，赫尔佐格与德梅隆／Grand opening of Elbphilharmonie, Hamburg / Germany, 2017. Architecture: Herzog & de Meuron. Concept: Jung von Matt and gestalt communications. Image © Ralph Larmann

如何让大众记住新建筑？可以尝试灯光表达噢

作者简介：

“Light matters”是关于“光和空间”的一个专栏，本文作者是德国博士Thomas Schielke。他热衷于建筑灯光设计，并且是照明公司ERCO的编辑，同时他发表过许多文章，也合著过多部著作，其中有《光视角》、《SuperLux》。

Light matters, a column on light and space, is written by Dr. Thomas Schielke. Based in Germany, he is fascinated by architectural lighting and works as an editor for the lighting company ERCO. He has published numerous articles and co-authored the books “Light Perspectives” and "SuperLux".

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