<Guernica Reimagined: A Digital Symphony of Pixels>_Project Proposal

"Guernica Reimagined: A Digital Symphony of Pixels" is a cutting-edge digital art project focused on Picasso's <Guernica>. In collaboration with the Reina Sofía Museum, this project blends art and technology to transform the traditional viewing experience.

<Guernica> is split into 10 Hyperpixel sections, displayed on 10 digital monitors positioned to face the original piece, creating an interactive dialogue between past and present. This immersive setup offers a unique audiovisual experience.

Beyond its artistic impact, this project enhances the museum's global presence and attracts more international visitors.

HOW?

Step 1: Hyperpixel shooting

Guernica is divided into ten sections, each photographed using Hyperpixel technology.

The artwork is converted to digital at Hyperpixel resolution and displayed on ten digital signage monitors.

Signage offers interactive features like touch, scroll, zoom, and immersive sound.

Step 2 Music Composition 

Music is composed to match each image, and the sound is played through the signage monitor.

Visitors can slowly move in front of the 10 signages, enjoying the diverse changes in sound along with the images.

Step3 Installation

The signage will be installed facing the original work in the Guernica room of the Reina Sofia Museum, and will be positioned at eye level to facilitate interaction with visitors.

<Harmony Zone> When visitors stand in the middle of the artwork, each sound merges into a single harmony, creating an immersive experience. This area can also be used as a photo zone.

Step4 Marketing

A release and welcome letter announcing the rebirth of Guernica are sent out.

Invite art-loving Korean celebrities and K-pop stars to visit the exhibition space, utilizing this for viral marketing.

Post-event marketing will focus on expanding reach through social media and digital platforms.

What we offer 

*Provided Services

Technical Support: Photography, Server data, DT, Sound

Provided Personnel: 5 members (PM, Photographer, Engineer, Sound Director, Designer from Korea)

Hardware: 10 digital signages 85 inch touchscreens

Workflow 

Artwork Selection and Consultation -> Photography and Engineering -> Music Composition -> Signage Installation -> Marketing (Optional)

Engineering Timeline: Total 3 weeks

Artwork Photography (3 days) Digital Conversion (4 days) Music Composition (7 days) Signage Integration (2 days) Installation (1 day)

*Additional

Marketing Support

Depending on the budget

Capable of executing over 150 postings and media mixes across 6 Asian countries (including 18 main media article advertisements and news services). 

Expected additional marketing KPIs: 50 million media views, 2-3 million organic media mix views.

Casting Support

The list of available celebrities varies depending on the budget.

K-celebrities, K-pop, K-actors, TikTokers, etc.

Expected Outcomes

Enhanced immersive experience

Increased visitor numbers and tourism activation

"Accessible to all ages and foreign tourists, multi-sensory content based on new media, a must-visit destination in Madrid"

Fundamental to global marketing through celebrity endorsement and strengthening the museum's international reputation.

Comparison Case: similar project at the National Museum of Korea. 1200% increase in foreign visitors in 2023 compared to 2021 A new record 100K foreign tourists in the first half of 2024.

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