Seeing Through
The Artist’s Eye

Exploring the imagination of Congolese artist Bodys Isek Kingelez for Allianz and MoMA

The Idea

Transforming Art into
Experience

Bodys Isek Kingelez Exhibition “City Dreams” at the
MoMA in New York
Bodys Isek Kingelez Exhibition “City Dreams”
at the MoMA in New York

Financial service provider Allianz SE and the New York Museum of Modern Art (MoMA) wanted to continue and broaden a debate that focused on modern city living, far beyond the exhibition that triggered it.

‘City Dreams’, by the late Congolese sculptor Bodys Isek Kingelez, depicted an imagined future using minimalistic, architectural models in order to challenge and inspire. It prompted the question: How do we want to live in fast-growing cities?

To bring this conversation point to audiences beyond the walls of the museum, and beyond the closing date of the exhibition, SCOOP & SPOON recreated it inside the computer. 360° Kingelez is an immersive 3D environment that communicates the results of the exhibition, its highlights, talking points and impact, allowing visitors to explore at will. Fully interactive, it ensures that the artist’s vision – and the questions it poses – live on for everyone to explore.

360° Kingelez tells the story of the exhibition’s success. But this isn’t your usual executive report.

The Challenge

A New Way
of Seeing

The project results from Allianz and MoMA had to be accessible, meaningful AND fun to engage with; in no way should this end up being yet another dry ‘executive summary’ PDF. So, we asked ourselves: how does one transform an everyday business report into something people will actually want to read?

Our answer? By transforming it into a memorable digital experience.

THE IMPLEMENTATION

A New Way of Being

We used our new virtual world to convey information, the same way Kingelez used his minimalistic, architectural art to convey his ideas for future cityscapes. We recreated one of the artist’s models as a virtual reality, immersive digital city. Users can take a virtual walk through the space, explore and find out about MoMA, the artist, Allianz’ sponsorship and much more.

The Results

Transforming Art, Transforming Convention

The days of skimming indifferently through business reports – and skipping past important data – are over. Instead of dull fact sheets and documents, visitors to Allianz 360° Kingelez virtual world take on the role of discoverer as they explore for themselves. The 360° showroom allows individual, dynamic movement around customised areas, increasing user engagement by awakening that adventurous streak in all of us, and ensuring that information is communicated with the impact it deserves.

By building this experience, we have enabled Allianz and MoMA to make Bodys Isek Kingelez’s art accessible for a global audience – today, and tomorrow.

0
103.6
2923
1,070,688
“Without a model, you are nowhere.
A nation that can’t make models is a nation
that doesn’t understand things, a nation
that doesn’t live.”
“Without a model, you are nowhere. A nation that can’t make models is a nation that doesn’t understand things, a nation that doesn’t live.”

Bodys Isek Kingelez (1948–2015)