The installation is hosted for the entire duration of the Fuori Salone, in the FontanaArte Flagship Store, facing the huge amount of people that will pass in Milan during the Salone del Mobile 2015 edition. A special movement-detecting device captures the flux of people walking outside the showroom displays and converts motion into a numerical value. This value is stored into a central processing unit and, through a custom designed algorithm, generates a behavior that is passed to an array of mirrored lenticular elements, each of them featuring a Led crown that selectively casts a light according to the algorithm. A fire, and more specifically many flames, is the output of all this calculation. The replicative process creates an aura of flames that will mimic frontal movements. The motion has a precise value (a fast moving crowd will generate a higher input than slow walking people) and this value outcomes in a specific way flames spread and decay. It is a highly interactive installation, full of dynamics and with a warm, lively palette.
Moritz Waldemayer says " What is really interesting to me is the fact that a computing machine “sees” a natural behaviour and convert it into a digital “enhanced” version of it. In a way, is like having an “augmented light” (another interesting theme, indeed!) that will replicate the natural environment adding an extra digital value. I personally think this is a very powerful concept, and would like to preserve it into communication".