Venice, we stand at the foot of the Accademia Bridge, on the side of the San Marco district. The view from the Grand Canal, with Palazzo Franchetti on the left and the Peggy Guggenheim Collection and the domes of the Church of Health on the right, is one of the ten most photographed places in the world. This year too, numerous tourists have flocked here to capture that moment and, among the shots, someone will surely have captured the poster of Building a Creative Nation, the exhibition at Palazzo Franchetti open until November 26.
The protagonist is the architecture of the future, narrated in the first person by Qatar through the preview of 5 new exhibition spaces designed by internationally renowned architecture firms, such as ELEMENTAL, Herzog & de Meuron, Office for Metropolitan Architecture (OMA), Philippe Starck, and UNStudio."
Lusail Museum, By Herzog & de Meuron.
Social Content Factory ersonally collaborated with Qatar Creates, the national entity responsible for cultural promotion, always actively engaged in numerous activities to amplify the voice of Qatar's creative industries in a renewed connection with the audience. We implemented a Videostrategy® for comprehensive communication, creating content of various durations and with different tones of voice, ranging from short reels for Instagram stories to longer, structured videos.
From capturing the inauguration to teasing with logistical information on navigating the water labyrinths to showcasing renderings, photographs, sketches, preparatory studies, models, videos, and immersive content, we added value and imaginative concreteness to the future of tomorrow, which partially already exists in these anticipatory reproductions.
Art Mill Museum by ELEMENTAL © Qatar Museums, 2022.
Crucial was the contribution of interviews with architects and curators, who shared their perspectives on Qatari architecture in the coming years, with a focus on innovation, progress, and international cooperation, thanks to culture serving as an ambassador of excellence. Some highlights then showed us professionals laughing, preparing, and freely commenting on anecdotes, providing a more genuine and direct portrayal.
In this 360-degree footage set in Venice, we approached the architectural idea of the future, outlining its features through voices, images, and frames collected in the present.
Article by Isabella Garanzini
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