A Small Idea in Big Scale

Every year in January, the Annual Meeting of the World Economic Forum holds in Davos-Klosters which is best known to the world at large simply as "Davos". There are many leaders in the world participate this important event. On the security check-in area of the main event , there is a new installation worked by The Partners.

The concept is based on the client, Deloitte. From the statement on the article, World Anamorphic Branding,

Titled ‘A new perspective can change everything’ a Deloitte message ‘Stay a step ahead’ was woven into a broader story, encapsulating the forward thinking ambition of Davos and the World Economic Forum as an organisation.

When you go through this pathway, you can see the change of typeface from the beginning and feel different atmosphere. The brand shows the interaction with their audience. They use the anamorphic expression to connect the whole space. This is a small idea in big scale. According to Russ's talking,

What was it like creating a 440m² anamorphic installation your client and prime minister would be walking through? Alas to say it was pretty interesting.

Davos anamorphic from The Partners on Vimeo.

Everyone has different perspectives to look at this world. If you change the angle of your view, a normal thing can be more attractive. This is the sculpture made by Ron Mueck. He never made life-size sculptures because it never seemed to be interesting. In this way, people will start to observe the detail of the sculptures.

Furthermore, the anamorphic art makes visual sense only when viewed from a particular angle or with the use of a viewing device such as a mirror.