UNWTO World Tourism Day 2023

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Interactive Installation
Experiential Design
Motion Design
Kinetic light sculpture Solarflare built with Imagination and Light Initiative for UNWTO World Tourism Day 2023, hosted by the Saudi Arabia Ministry of Tourism in Riyadh.
Light as a physical argument
UNWTO World Tourism Day 2023 was hosted by the Saudi Arabia Ministry of Tourism in Riyadh, and the brief called for a statement installation that could anchor the main event space. Working with Imagination and Light Initiative, we designed a kinetic light sculpture that moved and reacted, making the theme of the day material rather than representational.Kinetic light at this scale requires a specific kind of pre-production. The physical engineering and the lighting control system have to be designed together from the start, not assembled in sequence. We worked across the mechanical design, the control architecture, and the visual programme simultaneously, which is the only way to ensure that what the sculpture does is what the concept requires rather than what the hardware can manage by default.
Reaction and movement
The sculpture's reactivity was central to the brief. A static light object, however large, reads as set dressing. A kinetic one reads as alive, and that distinction matters in a room full of ministers, tourism boards, and press. We designed the movement vocabulary to feel organic without being random, responsive without being frantic. The sculpture had specific behaviours for different moments in the event programme: arrival, ceremony, and celebration each had a corresponding physical state.Building reaction into physical hardware means managing latency in a way that software installations do not require. We built the control system with tight tolerances on response time and tested the full motion range under load before shipping to Riyadh, because on-site adjustment time at a ministerial event is essentially zero.
Installation in an event context
Large-scale installations at international government events have a production context that differs from gallery or permanent work. The timeline from commission to install is compressed, the logistics are complex, and the political stakes mean that every element of the physical output is scrutinised. We worked closely with Imagination on the production schedule to ensure that fabrication, shipping, and installation all had realistic lead times built in.The finished sculpture ran throughout World Tourism Day and featured prominently in the official photography and broadcast coverage of the event. For the Saudi Ministry of Tourism, it served as a visual centrepiece for a programme that was being watched by the global tourism industry.